Product Owner CRM (w/m/d - all genders welcome!)

Role overview

Product Owner CRM (w/m/d) at Wildling Shoes. You will lead the end-to-end further development of the CRM for the entire customer journey, ensuring the CRM strategy drives orientation, repeat purchase, and long-term customer retention.

Responsibilities

• Own and continuously develop the CRM / Customer Relations stream (CRM strategy to execution)
• Translate the CRM strategy into CRM journeys, campaigns, and systems across the customer lifecycle (from onboarding to retention and winback)
• Build and maintain clear segmentation and progression logic using customer, purchase, and behavioral data
• Design and optimize CRM campaigns, automations, and brand-defining communication moments via Email, WhatsApp, and SMS
• Ensure brand-consistent, coherent, and respectful CRM communication across all relevant touchpoints
• Work data-driven using Shopify data, CRM KPIs, surveys, and customer feedback to derive improvements
• Collaborate closely with Creative Strategists, Analysts, and Developers to connect brand, data, and technology

Requirements

• Multi-year experience in CRM, lifecycle, and retention marketing (ideally in E-Com/D2C) with a holistic view of the customer lifecycle
• Strong hands-on experience in Email and WhatsApp/SMS marketing, and in creating cross-channel journeys
• Deep operative expertise with Klaviyo (setup and strategy through flows, segmentation/QA, reporting, and optimization)
• Data-driven approach with strong skills in analysis, testing, and optimization
• Strong understanding of Shopify, CRM data, integrations, and data hygiene
• Structured, ownership-driven working style; strong brand understanding and clear communication in German and English

Nice-to-have

• Experience in (functional and/or disciplinary) leadership of teams