About

ABOUT PRIMAL HARVEST 

Primal Harvest is a leading holistic wellness brand dedicated to empowering individuals to take charge of their health and well-being through high-quality, natural products. Primal Harvest offers a range of high-quality supplements and wellness products designed to support various health needs, including immunity, gut health, sleep, and joint care.   

As a Direct-to-Consumer brand, we pride ourselves on transparency, trust, and creating a dependable wellness foundation for our customers. Primal Harvest was founded in 2018 and is a brand of Prime6 Brands GmbH and Primal Harvest LLC, with two international hubs in Miami, Florida, USA and Cologne, Germany. Learn more at primalharvest.de / primalharvest.com 

LOCATION: Remote collaborating across EST & CET 

ABOUT THE ROLE 

We are looking for a strategic yet hands-on Director of CRM & Retention to own lifecycle marketing and customer loyalty across multiple channels. Reporting to the VP of Marketing and managing an Email Marketing Specialist, this role will be responsible for designing and optimizing CRM campaigns, enhancing the post-purchase journey, and using data-driven insights to deliver impactful segmentation and personalization. The ideal candidate brings deep expertise in CRM, customer engagement, and retention strategies, with proven success in managing tools, leading teams, and leveraging analytics to drive measurable business growth. 

WHAT YOU WILL DO 

Customer Marketing Strategy: Lead the planning, development, and execution of CRM campaigns in partnership with the brand team. Manage campaigns across various channels, including email, SMS, push notifications, and in-app messaging to engage and retain customers. 

Post-Purchase Consumer Experience: Collaborate cross-functionally to design and implement a comprehensive post-purchase experience that adds value and enhances customer retention, offering more than just the core product. 

Toolset Optimization for Customer Engagement: Manage and optimize customer engagement tools (e.g., ESP, Referral, Subscription) to drive meaningful customer interactions and results. Ensure the toolset remains competitive and aligned with business goals. 

Segmentation Strategy Development and Implementation: Develop and implement a thoughtful segmentation strategy by identifying key data points and deepening the understanding of customer behavior. Integrate segmentation into CRM efforts to enhance personalization and targeted engagement. 

Testing & Analysis for Continuous Improvement: Conduct tests and analyze the performance of CRM campaigns to continuously optimize tactics. Use data-driven insights to inform strategic decisions and improve the effectiveness of all CRM initiatives. 

Own the performance and operational success of CRM channels by managing their execution, optimization, scalability, testing, and reporting, ensuring they provide a strong foundation for marketing efforts while driving retention, CLV, and business growth. 

Develop and implement tactical CRM initiatives to enhance customer experience across key touchpoints—including email, SMS, Subscription, and e-commerce interactions—focusing on converting prospects, engaging non-subscribers, and retaining subscribers, with an emphasis on channel performance over content or creative direction. 

Leverage customer data and insights to identify opportunities for segmentation, personalization, and targeted interventions, enabling marketing teams to create impactful strategies while maintaining responsibility for channel infrastructure, operational testing, and execution. 

Own and optimize the CRM tech stack, touchpoints, and e-commerce customer interactions by managing relationships with tech partners, leading the discovery and implementation of new tools, and ensuring seamless lifecycle marketing capabilities, retention tools, and operational scalability. 

Monitor, analyze, and report on CRM performance metrics, including testing results, to refine channel operations, uncover actionable opportunities, and improve acquisition, retention, and overall performance from a business perspective. 

WHAT YOU BRING 

• 7+ years of experience in CRM, retention marketing, or customer lifecycle management within a DTC (Direct-to-Consumer) brand 

• Proven track record in multi-channel CRM execution (email, SMS, subscription touchpoints) 

• Strong technical acumen with ESPs, cohort building, and data-driven customer segmentation 

• Expertise in subscription models 

• Proficiency in Klaviyo and experience with Shopify-based brands 

• Excellent analytical skills, with a data-driven approach to testing and optimizing customer retention strategies 

• Strong communication and leadership skills, with experience working cross-functionally 

• Experience in fast-moving CPG preferred 

• Hands-on operator mindset: thrives in a fast-paced, scrappy environment 

• Strong collaboration and communication skills across cross-functional, international teams 

Requirements

WHAT YOU BRING 

• 7+ years of experience in CRM, retention marketing, or customer lifecycle management within a DTC (Direct-to-Consumer) brand. 

• Proven success in leading and executing multi-channel CRM campaigns. 

• Strong understanding of segmentation strategies and experience in personalization techniques. 

• Proficiency with CRM and customer engagement tools (e.g., ESP, SMS platforms, loyalty/reward programs). 

• Excellent analytical skills, with a data-driven approach to testing and optimizing customer retention strategies. 

• Strong communication and leadership skills, with experience working cross-functionally. 
• Experience in Fast-Moving Consumer Goods preferred

Benefits

At Primal, you’ll be part of a fast-growing health and wellness brand where your work truly makes an impact. Join us in our mission to educate, inspire, and empower people to take charge of their health and well-being. By contributing to our dynamic team, you’ll play a vital role in shaping a healthier future.

WM Partners is a trusted partner, transforming natural consumer brands that help consumers lead a healthy and active life. Our portfolio companies include Wellmore Holdings, Raw Sugar Living, Allergy Research Group and Primal Harvest.

• Wellmore Holdings owns and operates a portfolio of clean, fast-growing functional beverage brands. Wellmore brands include Vega, Great Lakes Wellness, Jade Leaf Matcha, and FGO (From Great Origins). Learn more at https://getwellmore.com/
• Raw Sugar is an aspirational lifestyle brand that makes clean healthy living more accessible to everyone offering clean, plant derived body wash, hair care, deodorant and more. We continue to innovate new and eco-friendly clean products because everyone has the right to feel beautiful and love the skin they are in. Learn more at https://rawsugarliving.com/
• Allergy Research Group has been a leading innovator and educator in the natural products industry for over 40 years and offers a full range of hypoallergenic supplements focused on addressing condition specific issues. Learn more at https://www.allergyresearchgroup.com/
• Primal Harvest is a holistic wellness brand dedicated to empowering individuals to take charge of their health and well-being through science-backed, natural solutions. Primal Harvest offers a range of high-quality supplements and wellness products designed to support various health needs. Learn more at https://primalharvest.com/