Digital CRM Specialist

CRM Specialist

(Fulltime – 38 hours per week)

As a CRM Specialist, you play a key role in driving activation and engagement for millions of My Action users through our owned channels. An exciting challenge where you'll take end-to-end ownership, from lifecycle strategy to scalable automation, and build data-driven customers journeys. The exciting part? You'll be doing this in a fast-growing, international environment for all the countries where Action operates, contributing to the further development of our CRM approach that keeps customers engaged and coming back.

This is your daily action

As a CRM Specialist, you report to the CRM Lead and are part of the Customer Activation and Retention value stream. In this role, you take end-to-end ownership of designing, building, and optimizing scalable CRM programs across owned channels (email, push, and in-app/web). You move beyond campaign execution by driving the transition from local, manual campaign setups to a centralized, scalable, and automated lifecycle approach.

You are responsible for:

• Designing and implementing reusable, modular customer journeys across multiple markets
• Translating business goals (activation, retention, frequency) into high-impact CRM initiatives
• Driving continuous experimentation and optimization based on measurable business impact (not just campaign KPIs)
• Reducing operational complexity by standardizing templates, segmentation, and automation logic
• Design and execute campaigns in line with overarching contact and orchestration strategy

You actively challenge the status quo and current ways of working. Instead of executing isolated campaigns, you focus on building a future-proof CRM setup that enables fast market rollouts and global scalability. You leverage your existing knowledge of marketing automation to enhance and automate customer journeys based on enriched customer profiles and behavioral data to increase customer engagement and drive efficiency.

Working cross-functionality with teams such as Product, Customer insights, Marketing loyalty, and Tech teams and act as a key connector between business needs and technical implementation. You help translate insights and requirements into scalable solutions within our marketing automation platform and CDP. You enjoy working on (new) segmentation and personalization strategies, setting up tests across various owned channels. All of this is aimed at driving customers to visit our Action stores more frequently through your data-driven initiatives.

You play an active role in shaping the roadmap of the value stream, ensuring initiatives are prioritized based on business impact and long-term scalability. You challenge stakeholders and help shift the organization from output-driven work to value-driven delivery.

Meet your team

With tens of millions of fans across Europe, we keep surprising them week after week. We are constantly expanding the Action brand using a data-driven approach and by working in agile teams. In Marketing and Digital, we are responsible for the marketing and communication strategy and its execution. We are building more and more digital visibility and interaction. From customer surveys to designing our award-winning leaflet in our own Action Studio, and from private labeling to webcare, the app, and social media campaigns. Our biggest challenge is One Breath, One Format, online and in more than 3,300 stores in 15 different countries. Learning new things every day and working with the nicest colleagues to make our popular brand even more successful is what makes us happy. You too?

Curious to learn about your new colleagues? Silvia, Samra, Rob and Noor will be happy to work with you!

This is you

You are a senior CRM professional who combines strategic thinking with hands-on execution. You don’t just run campaigns, you build CRM that scales.

You take end-to-end ownership, from translating business objectives into lifecycle-driven strategies to designing scalable, modular automation journeys. You have strong experience with marketing automation platforms, understand data models and segmentation, and know how to leverage CDPs to drive impact.

You confidently challenge stakeholders, influence decision-making, and bring clarity to complex environments. With your strong communication skills, you effectively align teams, share insights, and help others grow by introducing structure, best practices, and a clear focus on value.

You are proactive, take ownership, and thrive in building both the setup and ways of working in an evolving environment.

Your impact

You play a key role in transforming our CRM landscape from local and manual setups to a scalable, global automation approach. Your work directly contributes to increasing customer value, reducing complexity, and building a future-proof CRM ecosystem.

In addition:

• A relevant degree in Commercial Economics, (Digital) Marketing, or Creative Business
• Relevant experience in CRM, loyalty, and/or database marketing
• At least 4 years of experience with marketing automation, mobile/app platforms, and customer segmentation
• Experience in Retail and/or operational organizations is strongly desired
• Experience with cross-channel and automated campaigns is a plus
• Knowledge of Marketing Automation platforms such as SAP Emarsys, Salesforce, or Selligent is a bonus
• Familiarity with CDPs and/or experience working with them is a plus
• Strong verbal and written communication skills in English and ideally Dutch

What we offer

Surprisingly much! From our international headquarters in the Netherlands you have an impact on what happens in our stores across Europe. We welcome more than 22 million customers every week in more than 3,300 stores in 15 European countries. And we have big growth ambitions. For Action and you. Because our growth means that you can always take new steps. A different job, an interesting innovation project, and new skills: as a professional, you can develop without limits. And all this in a culture where our shared values are truly lived: customer focus, teamwork, simplicity, discipline, cost consciousness, and respect.

Did you know that you can also count on us for:

• A market-based salary based on a 38-hour work week
• An annual bonus based on company and personal performance
• 24 days of holiday and the option to buy 5 extra days (based on 38 hours per week)
• A temporary contract with the intention of offering you a permanent contract in the long term
• Flexible working hours and the possibility of working up to 40% from home, of course in coordination with your team and manager
• 15% staff discount on your purchases at Action
• A good pension scheme and travel expenses allowance