Ecommerce and CRM Marketing Manager (f/m/d)

Patagonia is an outdoor apparel company. At a time when all life on earth is under threat of extinction, we aim to use the resources we have—our business, our investments, our voice and our imagination—to influence changes needed to protect our planet. A registered B Corporation and founding member of 1% for the Planet, Patagonia is recognised internationally for its commitment to product quality and environmental activism.

Your role:

We’re in business to save our home planet. This role is responsible for shaping Patagonia EMEA’s strategy and execution across digital marketing channels and customer relationship management, guided by the global strategy. It is responsible for driving commercial and brand outcomes via performance marketing, email, and CRM programs while ensuring alignment with Patagonia’s values and long-term business goals. The position oversees a team of professionals and team leads, and collaborates closely with global counterparts, internal stakeholders, and key partners to build and implement engaging and ethical digital programs.

Main tasks:

• Collaboratively shape the regional CRM strategy, ensuring alignment with global brand values and regional customer insights. Lead acquisition, engagement, and retention strategies that serve Patagonia's outdoor and activist communities and drive personalized engagement across DTC channels, including eCommerce and retail.
• Oversee the definition of the customer data roadmap and customer data enable the business. Champion customer-centric decision making across the organization and partner with Analytics and Consumer Insights teams to develop a shared understanding of customer behavior and business impact.
• Guide platform and vendor selection and integration for CRM, digital media, and email tools, working with internal stakeholders and external partners. Ensure capabilities, tools, and processes support customer engagement objectives and evolving business needs.
• Lead the definition and execution of the digital marketing strategy that supports eCommerce growth. Oversee performance marketing activities across paid and organic media in support of short-term revenue and traffic goals, aligned with brand priorities and commercial objectives.
• Own campaign planning for eCommerce moments, product launches, seasonal priorities and key commercial initiatives. Support forecasting, budget planning and investment decisions to maximize marketing effectiveness and ROI. Partner with the eCommerce Channel Manager on developing plans that shape the long-term health of the business. Collaborate closely with internal eCommerce and media stakeholders to ensure consistent campaign execution.
• Act as the key CRM and digital subject matter expert in EMEA. Liaise with Global Customer Insights, Brand Marketing, and eCommerce leaders to co-create regionally relevant initiatives and shape global implementation plans.
• Lead the EMEA digital marketing and CRM team through subordinate team leads, fostering a culture of collaboration, accountability, and continuous improvement. Ensure budget allocation supports channel growth, team development, and platform innovation.

What we’re looking for:

• A minimum of 5 years of experience in digital marketing, with expertise in CRM, customer lifecycle management, and e-commerce.
• Proven experience managing and optimizing multi-channel marketing campaigns across email, web, paid media, and customer retention channels.
• Experience working across multiple European markets, with an understanding of localization, customer behavior, and market-specific requirements.
• Strong analytical skills with the ability to translate data and customer insights into actionable marketing strategies; experience with marketing attribution tools and how they can support data-informed decision making.
• Experience with CRM and marketing automation platforms.
• A customer-centric mindset with a passion for creating personalized and seamless customer experiences.
• Excellent project management and stakeholder management skills, with the ability to collaborate across marketing, commercial, product, and technology teams.
• Commercial awareness and a results-driven approach focused on delivering measurable business outcomes.
• An inclusive mindset, valuing diversity of thought, background, and experience, and fostering a collaborative and respectful working environment.
• Strong communication skills and the ability to influence stakeholders across different functions and cultures.
• In-depth expertise in CRM, retention, and lifecycle marketing in order to scale data-driven programs that enhance customer retention, loyalty, and personalized engagement.
• In-depth expertise and technical understanding of marketing systems and customer data in order to guide platform and vendor selection and integration for CRM, digital media and email tools.
• In-depth expertise of performance marketing principles and shaping media plans to meet revenue targets.
• Advanced understanding of marketing measurement approaches, including attribution, incrementality testing, and media effectiveness analysis.
• Full understanding of leadership and team development, balancing operational execution with coaching and capacity-building across CRM and retention functions.
• Full understanding of cross-functional alignment.
• Fluent in English; additional European languages are a plus.
• Strong connection to Patagonia’s purpose.

Other important details:

• This is a full-time position based in Amsterdam.
• We have a hybrid work model, working from home for maximum 3 days per week.