CRM Lead, VanMoof – Amsterdam (NL)


About the job

Want to be an integral part of VanMoof’s exciting new chapter? We’re re-engineering how we ride, and as our new CRM Lead, you’ll play a huge role in defining our future. You’ll join a small, but 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 leads and riders 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 grind.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 promotional and transactional emails).
  • You’ll work closely with the CMO, Paid Media Lead, and Head of PR to show how CRM can play a big role in our future communication strategies.
  • 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 improve consumer insights through (NPS) surveys and other methods.
  • You’ll manage all the data used for CRM and oversee integrations with different data systems.
  • You’ll build, optimise, and monitor all lead and rider-nurturing emails.
  • You’ll help to integrate our ESP (Klaviyo) with other systems so we can support our riders through thick and thin.
  • You’ll protect our CRM data, keeping it clean, secure, compliant and up-to-date.
  • You’ll develop ways to automate and improve communications that are currently being overlooked or tackled manually.
  • You’ll discover and onboard new tools that can help us work smarter, not harder.
  • You’ll work with tools like Klaviyo (CRM), Dynamic Yield (A/B testing and personalisation), and Google Analytics.

What you’ll bring:

  • You have at least 6 years of hands-on experience in promotional CRM and marketing automation (email, SMS/in-app).
  • You have experience designing and building hyper-segmented customer lifecycle campaigns across multiple channels.
  • You have a proven track record of setting up and analysing complex multi-channel A/B tests.
  • 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 have a customer-first attitude – you’ve got a proven track record of looking for better ways to communicate with customers.
  • You’re an agile team player with strong analytical skills, an affinity for data and a self-starter mentality.
  • You’re a positive and open-minded person interested in working in an international environment.
  • You have knowledge of markup languages for executing and optimising experiments and experiences.
  • You have good statistical knowledge and can evaluate experiments.
  • You’re fluent in English. Additional language skills are a bonus.

Extremely nice to have:

  • Experience working with Klaviyo
  • Understanding of Javascript and APIs
  • Experience with BigQuery, and Google Analytics 4
  • Experience working in an international, fast-paced, scale-up environment
  • Experience with Scrum and Agile
  • Experience within loyalty, partnerships, or retention marketing
  • 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 €2,35/day (maximum five days per week).
  • Commuting reimbursement is applicable if the distance (>10 km) is too far to bike (maximum € 361 net per month, based on €0,23ct / 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 center.
  • Hybrid working environment.

Campaign success

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Member profile

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