Head of CRM (m/f/d)

About Yepoda

Our mission is to bring Clean K-Beauty Innovations, from Korea straight to Europe, UK, and the US – without ever compromising on our values, quality, and sustainability. Our clean, mindfully produced skincare products are made with love in Korea, vegan, cruelty-free, and packed with the best natural and active ingredients.

Founded in 2020 by Sander Joonyoung van Bladel and Veronika Strotmann, Yepoda is a fast-growing beauty start-up based in the heart of Berlin. Our products are available across Europe and, since March 2025, at Sephora Europe – online and in over 250 stores. As a certified B Corp™, we are committed to building a business with purpose. With a team of over 120 brilliant individuals from around the world, we are actively shaping Yepoda’s story every day.

We are hiring a Head of CRM to own and scale Yepoda’s end-to-end customer lifecycle to maximise LTV, retention, loyalty and incremental revenue, while positioning CRM as a strategic growth engine across acquisition, engagement and advocacy.

This role is focused on building long-term customer value. You will own CRM, retention, loyalty, subscriptions and lifecycle marketing across all markets, and work in close partnership with Performance Marketing to ensure a seamless transition from first purchase into sustained engagement, repeat purchase and brand advocacy.

Your Tasks

• Own Yepoda’s global CRM strategy across the full customer lifecycle, positioning CRM as a core growth and margin lever

• Drive retention, loyalty, repeat purchase and customer lifetime value, while materially reducing dependency on paid acquisition

• Lead global CRM execution across email, text and WhatsApp, with best-in-class segmentation, personalisation and experimentation

• Drive AI-powered personalisation efforts across CRM, increasing relevance through advanced segmentation, cohort building, predictive logic and automation

• Build and scale lifecycle programs including onboarding, post-purchase, replenishment, cross-sell, loyalty and win-back to reduce churn and increase frequency

• Establish clear ownership of retention and CRM performance, including testing frameworks, cohort analysis, incrementality and reporting

• Own and evolve loyalty strategies that drive long-term engagement beyond discounts, and support expansion into omnichannel and retail contexts

• Partner closely with Performance Marketing, Brand, Product, Analytics and Customer Care to ensure CRM is fully embedded in the growth engine

• Build, lead and develop a high-performing global CRM team , setting clear standards, ownership and ways of working

• Champion a customer-first mindset across the organisation, grounded in data, empathy and commercial impact

Your Profile

• Extensive experience in CRM, lifecycle, retention or loyalty within a high-growth e-commerce or omnichannel business, ideally in consumer, retail industries, beauty experience a strong plus

• Proven hands-on leadership of large-scale email, SMS and WhatsApp programs across multiple markets

• Strong track record of building CRM as a revenue- and LTV-driving channel, not just a communication tool

• Deep understanding of segmentation, personalisation, customer journeys and lifecycle strategy, including AI-driven approaches

• Proven experience driving automation, cohort-based strategies and advanced personalisation at scale

• Confident ownership of key CRM and retention metrics such as repeat purchase rate, churn, LTV and incrementality

• Highly analytical and structured, with strong experience in testing, optimisation and cohort-based analysis

• Experienced in leading and scaling international CRM teams

• Excellent communicator with strong cross-functional collaboration skills

• Hands-on experience with CRM and analytics tools such as GA4 or similar platforms

• Strong plus: deep, hands-on experience with Klaviyo, including complex lifecycle setups, AI-driven segmentation and experimentation at scale

• Fluent in English; an additional European language is a strong plus

• US market experience is a strong plus

What Success Looks Like

• Retention, repeat purchase and customer lifetime value increase across all key markets

• CRM becomes a predictable, scalable and incremental revenue driver

• Loyalty programs create meaningful, long-term engagement and emotional brand connection

• CRM measurably improves acquisition efficiency and offsets rising new customer acquisition costs

• Clear global ownership of CRM with strong collaboration across growth, brand and product teams

• Customers feel seen, understood and valued well beyond the first purchase

What We Offer

• Dynamic Environment: The opportunity to work in a start-up environment surrounded by a passionate and dedicated team.

• Accelerate Your Career: Take on responsibility from day 1, with room for professional growth and advancement as the company continues to expand.

• Inspiring Workspace: Located in the heart of Berlin's Prenzlauer Berg, a dog-friendly office, with free drinks and snacks.

• Hybrid Working: We understand that sometimes you get more stuff done from home and need a change of scenery. 3 days a week.

• We Value Diversity: We seek to build an inclusive workplace that welcomes people from all different backgrounds. A welcoming, international, dedicated team with flat hierarchies and trust by default.

• Employee Discounts: You’ll get to enjoy the Yepoda products at a discount and share it with friends and family to keep your glow going!

• Unique add-ons: Enjoy an Urban Sports membership package to help you stay active and healthy.

Would you like to be part of the team? Then we'd love to hear from you! 🫰✨

Make sure to apply by clicking on the “Apply for this job” button below. Please upload your CV and Cover Letter in English language. Our Talent Acquisition team will review your application and get back to you as soon as possible.

At Yepoda we are dedicated to providing equal employment opportunities to all individuals, regardless of race, color, ethnicity, ancestry, religion, national origin, citizenship, gender, gender identity or expression, sexual orientation, age, marital status, parental status, disability, or any other status protected by applicable law.