Marketing & Customer Activation Lead (Data-Led E-Commerce)

Role Purpose

This role exists to monetise historic customer and product data profitably, not to run campaigns.

Your objective is to:

maximise net sales after returns

activate high-value customer cohorts

restrict activity to golden zone products

avoid ROAS destruction from undisciplined paid marketing

Core Responsibilities

1. Data-Led Customer Monetisation (Primary)

Work with BI to identify:

high-contribution customer cohorts

full-price vs discount-driven behaviour

low-return customer profiles

Define who should be contacted, with what product, at what price

Own customer activation rules across:

email

app push

on-site personalisation

Explicitly suppress:

high-return cohorts

margin-destructive discount behaviour

This is commercial decision-making, not CRM operations.

2. Assortment & Range Discipline (Critical)

Work weekly with:

BI outputs

product performance data

returns analysis

Decide:

which SKUs are promoted

which SKUs are hidden

which SKUs are cleared or discontinued

Coordinate with:

freelancer product selector

techno-commercial lead (rules implementation)

You are co-owning merchandising economics, not just marketing output.

3. Orchestration of German Freelance Network

You will recruit, brief, and manage Germany-based freelancers covering:

brand aesthetics

social media presence (IG, Pinterest, TikTok, FB)

content creation (photo / video / AI-assisted)

occasional key shoots (physical or AI-generated)

Your responsibility:

translate data insights into clear creative briefs

enforce constraints (price discipline, SKU limits)

run weekly review cycles

terminate underperforming freelancers quickly

No agency-style retainers.

4. Channel Execution (Lean & Disciplined)

Own execution across:

email

app push notifications

on-site merchandising logic

Paid marketing:

only selectively

only once organic + CRM economics are proven

Measure success in:

net revenue

contribution

returns reduction

not vanity metrics.

5. Close Collaboration with Tech & BI ( Business Intelligence / Data Analytics Team)

Translate marketing needs into:

system rules

automation requirements

dashboards

Partner with the techno-commercial lead to:

embed logic into Shopify / data layer

reduce manual intervention

Use LLMs and tools actively to:

generate hypotheses

test activation logic

summarise insights

What This Role Is Not

Not a growth hacker

Not a performance marketing buyer

Not an agency coordinator

Not a brand-only role

Required Profile

Must Have

610+ years in e-commerce / DTC marketing

Strong comfort with:

data

cohort thinking

contribution logic

Experience in:

CRM-led monetisation

returns-heavy categories (apparel preferred)

Able to work cross-functionally with tech and BI

Strongly Preferred

Experience working with DTC online apparel brands

Familiarity with CRM and AI tools (

Commercial judgement over best practice

Success Metrics (First 6 Months)

Clear identification of golden-zone customers & products

Measurable lift in net sales from historic customer base

Reduced returns on promoted SKUs

Clean, repeatable activation playbooks

No dependency on paid marketing to hit early targets

Shortlisted candidates will be given a brief for presentation during the interview.