CRM marketing specialist

Join Decathlon as our CRM marketing specialist to build a loyal sports community. In this role, your main objective is to drive sustainable customer growth, enhance brand loyalty, and maximize Customer Lifetime Value (CLV). You will own Decathlon’s relation strategy, turning casual shoppers into passionate community members. By utilizing advanced data segmentation, data-driven personalization, and deploying activation and loyalty campaigns, you will deliver the right sports message to the right member at the perfect time—all while championing our circular initiatives such as rental, buy-back, and repair.

Your role

1. Omnichannel Customer Activation & Membership Strategy

• Define, plan, and execute the relational CRM campaign calendar across multi-channel touchpoints, including e-mail, SMS, push notifications, and in-app messages.
• Deploy the commercial activation roadmap and automations for the Decathlon Membership program, optimizing the "Earn & Burn" points logic to boost engagement and profitability.
• Partner closely with commercial, retail, and digital product teams to ensure a seamless, omnichannel member experience online and in-store.
• Integrate sustainability and circular economy milestones, such as rewarding members for buying second-hand or using repair services, into the customer journey.

2. Data-Driven Personalization & Segmentation

• Apply advanced customer segmentation based on behavioral patterns, purchasing history, and sports preferences.
• Leverage AI-driven predictive analytics to anticipate user behavior, deliver highly personalized content, and deploy proactive churn-prevention strategies.
• Translate insights and utilize advanced customer segmentation to deploy marketing automations that support retention goals.
• Ensure strict adherence to data privacy regulations, including GDPR and local direct marketing consent rules.

3. Campaign Performance & Growth Analytics

• Track, analyze, and report on core CRM and loyalty metrics, including Gross Merchandise Value (GMV) growth, purchase frequency, active member rate, and campaign ROI.
• Conduct systematic A/B testing on copy, design, and audience segments to continually refine engagement and conversion metrics.
• Translate data insights into actionable improvements for future campaigns and strategic adjustments.

What do we ask from you?

• A passion for sport.
• Bachelor's or Master's degree in Marketing, Business Administration, Data Analytics, or a related field.
• Proven experience in digital marketing, CRM campaign management, and marketing automation systems; level and exact year requirements are open depending on seniority, ranging from 1 to 4 years.
• Dutch native language skills are a big plus, and proficiency in English at minimum B2 level is required.
• Mastery of CRM strategy, campaign planning, and execution.
• Strong understanding of Customer Lifetime Value (CLV) modeling and data segmentation.
• Deep literacy in marketing data analysis, campaign performance tracking, and A/B testing.