CRM & Lifecycle Manager

Eyr Holistic is a fast-growing Nordic ecommerce group in natural wellness and beauty, operating multiple eight to nine-figure brands including Norse Organics, Frøya Organics, Primal Viking, and Arctic Goddess. Our mission is to free one hundred million people through natural, high-quality products — and we hire for radical ownership, taste, and an obsessive standard of work.

About the role

We're looking for a CRM & Lifecycle Manager to drive both acquisition and retention for a pair of wellness/health DTC subscription brands, through email and SMS. You'll take priorities from across the customer journey and turn them into scaled, high-performing lifecycle programmes — flows, segmentation, subscription messaging — building truly one-to-one, personalised experiences at scale, not one-size-fits-all campaigns. You sit within the wider retention team, working collaboratively with the Retention Lead on priorities and with the CRM Junior on execution.

What you'll do

-Design and build complex CRM/lifecycle automations across the whole customer journey — pre-purchase, onboarding, upselling, win-backs, dunning, and beyond — covering both acquisition and retention

-Build truly one-to-one, personalised customer experiences through segmentation and dynamic content

-Own the CRM/ESP platform for your brand pair: architecture, segmentation logic, deliverability, and testing

-Run structured A/B and multivariate testing across flows and campaigns to continuously improve performance

-Work collaboratively with the Retention Lead to align CRM strategy with brand retention priorities, and brief/direct the CRM Junior's weekly execution

-Partner with creative to brief and produce on-brand, high-converting assets

-Track email/lifecycle KPIs — deliverability, engagement, open/click rates — while staying data-literate enough to connect them back to overall retention health: engagement climbing while churn also climbs isn't a win, and you'll flag and dig into signals like that

-Stay close to subscription mechanics (dunning, cancellations, win-back flows) as a core lever for LTV

What we're looking for

-3-5 years of experience in CRM/lifecycle/email marketing

-DTC subscription experience highly desirable — ideally in health, wellness, beauty, or a comparable considered-purchase category

-Deep, hands-on expertise in Klaviyo or a comparable ESP (Braze, Iterable), including flow architecture and segmentation logic

-Data-literate — able to read channel-level performance (deliverability, engagement) and connect it back to broader retention/LTV outcomes, not just channel metrics in isolation

-Familiarity with subscription/retention tools such as Recharge or Loop

-Comfortable using AI-assisted CRM/retention tooling

-Comfortable operating collaboratively and autonomously in a lean, fast-moving team