CRM Manager - Retention & Loyalty - Do you want to help us on our mission to make the world love liquorice?

Lakrids by Bülow | Copenhagen, Denmark (hybrid) - international candidates welcome | Full-time

Reports to: Head of CRM, Johanna Ternander

The Opportunity

Lakrids by Bülow has built one of the most engaged confectionery communities in the Nordics — Lakrids Lovers. The platform is growing, the data is there, and the opportunity to turn it into a genuine retention and revenue engine is significant. We are hiring a commercially minded CRM Manager to bring the strategic and analytical brain that takes Lakrids Lovers to the next level. You will own lifecycle strategy, segmentation, campaign execution and platform development, and play a key role in scaling the programme globally.

What You Will Own

CRM Strategy & Lifecycle Marketing

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Develop and own lifecycle marketing strategies across welcome, onboarding, retention, reactivation, post-purchase and seasonal journeys

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Own the CRM calendar and ensure alignment with GTM, commercial and seasonal priorities

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Define the commercial CRM roadmap in partnership with Head of CRM and CGMO

Lakrids Lovers Development

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Strengthen loyalty engagement, member value creation and community growth

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Improve member recruitment, activation, retention and repeat purchase frequency

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Develop referral and community-driven growth initiatives

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Support the evolution of Lakrids Lovers as a scalable global loyalty programme

Personalisation & Segmentation

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Build audience segmentation frameworks to improve targeting, relevance and personalisation

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Develop strategies for high-value customer segments including gifting buyers, Champions and high LTV customers.

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Support personalised customer experiences across email marketing, SMS marketing and future channels

Campaign Execution & Platform Ownership

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Analyse retention, repurchase behaviour, customer lifetime value and campaign effectiveness

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Build actionable commercial reporting and revenue attribution frameworks

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Leverage AI-powered tools within your CRM platform (predictive send-time, AI content generation, churn prediction)

What We Are Looking For

(Please note that the listed skills are required for this role)

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Min. 5 years of experience in CRM, lifecycle marketing, loyalty or retention marketing. We welcome candidates from consumer goods, retail, hospitality, travel or subscription businesses who bring commercial maturity and a fresh perspective

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Proven ownership of a CRM programme or loyalty programme. Not just campaign execution within one

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Strong commercial mindset: You think in CLV, repeat purchase rate and revenue contribution, not open rates

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Hands-on experience with CRM platforms: Voyado, Klaviyo, Salesforce Marketing Cloud, Braze or similar

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Data-literate: you segment, analyse and turn customer behaviour into actionable strategies

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Comfortable working with AI tools for personalisation, segmentation and content generation

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Experience in a brand or business where CRM is a primary revenue channel, not a support function

Fluent English. Danish, German or French a plus

What Makes You Stand Out

We are looking for candidates who bring diversity of thought and a breadth of experience. We value people who have worked across different industries, geographies or business models — and who bring a perspective that challenges how we think.

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You have worked in hospitality, travel or subscription — industries where retention is existential and lifecycle marketing is highly sophisticated

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You have experience scaling a loyalty programme across multiple markets with different consumer behaviours

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You bring a perspective on community and membership that goes beyond transactional loyalty

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You know what good looks like and how to get there

How Success Is Measured

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Repeat purchase rate and purchase frequency

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Customer lifetime value (CLV) growth across segments

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Lakrids Lovers member growth, activation and retention rate

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CRM revenue contribution and attribution

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Retention and engagement metrics by lifecycle stage

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Automation quality, deliverability and campaign effectiveness

How to Apply

Please attach your application & CV as pdf

Do you want to help us on our mission to make the world love liquorice?

LAKRIDS BY BÜLOW is a premium confectionery brand built on craftsmanship, quality and passion. Since 2007, we have grown from one store in Denmark to an international brand with strong retail and B2B presence across Europe.

At LAKRIDS BY BÜLOW, we are committed to fostering a diverse, equal and inclusive workplace across all markets and functions. We believe diverse perspectives strengthen our teams and our results.