CRM Lead, VanMoof – Amsterdam (NL)


About the job

Want to be an integral part of VanMoof’s exciting new chapter? Currently we’re re-engineering how we ride, and as our new CRM Lead, you’ll play a big role in helping define our future and our relationship with our riders. You’ll join a small and close-knit Marketing team to help us deliver the very best products and rider experiences in the industry. You’ll be responsible for end-to-end email marketing: generating email leads, increasing the CLV, owning our CRM system, and optimising email, SMS, and push notifications. By taking the lead of VanMoof’s CRM direction, you’ll influence our overall marketing strategy.

Our priority going forwards is VanMoof riders and their experience with our brand. To engage new leads and help our riders get the most out of their bikes, you’ll build optimal customer communication journeys, combining lifestyle communications with conversion campaign messaging. You’ll make sure we have all the relevant information and data from teams across VanMoof to provide our sales leads and riders with an unparalleled customer experience. Thinking about how to enrich our databases, collect relevant data, and structure it in a flexible and functional manner are all part of your daily role.

So, what do we expect you to bring to the table? Well, we’re looking for someone who’ll proactively engage in new endeavours, re-evaluate key decisions, and improve the way we go about CRM. You should be a strong team player, and enthusiastically collaborate with our Operations, Marketing, Support, and Digital teams. We’re looking for someone with both an analytical and creative perspective to bring innovative solutions to the table: we’re proudly not like any other brand in our industry, and you’ll help us keep it that way.

What you’ll do:

  • You’ll own the end-to-end email communications strategy and execution for both promotional and transactional emails as well as building, monitoring and optimising all rider-nurturing emails.
  • You’ll work closely with the CMO, Paid Media Lead, and Head of PR to show the role CRM can play in our future comms strategy.
  • You’ll discover and implement ways to segment and enrich our lead and rider. database to enable smarter, more accurate, and more personalised communications.
  • You’ll manage all the data used for CRM and oversee integrations with different data systems as well as suggesting ways to improve customer insights
  • You’ll work with our ESP (Klaviyo) and help to integrate it with other systems so we can support our riders (Dynamic Yield for A/B testing and personalisation and Google Analytics).
  • You’ll develop ways to automate and improve communications that are currently being overlooked or tackled manually, even suggesting and implementing new tools where appropriate
  • You’ll protect our CRM data, keeping it clean, secure, compliant and up-to-date.

What you’ll bring:

  • You have 5 years of hands-on experience in promotional CRM and marketing automation (email, SMS/in-app).
  • You’re open-minded, a self-starter, enjoy working in an international environment and have a customer-first attitude – you’ve got a proven track record of looking for better ways to communicate with customers.
  • You have good statistical knowledge, strong analytical skills and an affinity for data, with experience setting up and analysing multi-channel A/B tests and evaluating experiments.
  • You have experience designing and building hyper-segmented customer lifecycle campaigns across multiple channels
  • You have an understanding of customer data hygiene, GDPR/CAN-SPAM, and privacy compliance.
  • You have some knowledge of APIs, SQL, markup languages, and JavaScript
  • You’re fluent in English. Additional language skills are a bonus (Dutch, German, and French).

Extremely nice to have:

  • Experience working with Klaviyo and an understanding of Javascript and APIs
  • Experience working in an international, fast-paced, scale-up environment
  • Experience with BigQuery, and Google Analytics 4
  • Experience with Scrum and Agile
  • Experience within loyalty, partnerships, or retention marketing and a keen eye for design


  • 26 paid holidays for you to unwind.
  • Additional paid leaves for special occasions, e.g. marriage/bereavement, maternity/paternity, and moving houses, etc.
  • All the tools/equipment you’ll need to do the best job possible.
  • Working from home allowance of €2,15/day (maximum five days per week).
  • Commuting reimbursement is applicable if the distance (>10 km) is too far to bike (maximum € 330 net per month, based on €0,21ct / km).
  • 10% discount on additional insurance and dental insurance at Zilveren Kruis.
  • Pension plan.
  • Unlimited free consultations for mental well-being with Open Up.
  • Snacks & beverages at the office to keep you moofing at our lovely HQ Amsterdam office in the city centre.
  • Hybrid working environment.

About us

We’re obsessed with cities. So are our bikes. Truly city-proof, they shrink long commutes, scare off bike thieves, and amplify your pedal power while making city journeys a pleasure.

We became the definitive city e-bike and, although we went through some issues in 2023, we’ve got new owners and a renewed focus. We’re re-engineering how we ride and we’re excited about the future. Join us and be part of our next chapter.

Job descriptions are difficult to interpret. We understand you might not tick all the above boxes. The truth is, we don’t either. If you feel excitement about our upcoming challenges, we encourage you to apply now!

Campaign success

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Member profile

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