Head of CVM / CRM (E-commerce, Loyalty & Personalization)

We are looking for a Head of CVM / CRM to take full ownership of Customer Value Management and drive GMV growth through customer retention, purchase frequency, personalization, and recommendation initiatives.

This is a senior leadership role at the intersection of data, product, and marketing, with direct and measurable impact on business performance.

• Own and lead the CVM / CRM strategy across the entire customer lifecycle

• Manage customer journeys: onboarding, retention, repeat purchase, and reactivation

• Drive GMV, LTV, and purchase frequency growth through CVM initiatives

• Design, launch, and scale:

  • customer segmentation frameworks

  • lifecycle and retention programs

  • personalized offers, communications, and content

  • recommendation, cross-sell, and upsell initiatives

• Develop and optimize loyalty and gamification mechanics

• Build a strong culture of experimentation and A/B testing with clear business impact

• Lead and develop cross-functional teams (CRM, analytics, product, marketing)

• Partner closely with Product, Data Science, Marketing, and Tech teams

• Own and track key KPIs: GMV, retention, churn, purchase frequency, uplift, and ROI

Who We’re Looking For

• 5+ years of experience in CVM, CRM, Loyalty, or Customer Analytics

• Strong background in e-commerce, marketplaces, or digital consumer platforms

• Deep understanding of customer behavior and purchase drivers

• Solid analytical expertise, including:

  • customer segmentation

  • recommendation systems

  • churn, propensity, and behavioral models

• Proven experience leading teams or multiple functional streams

• Ability to work effectively at the intersection of data, product, and commercial strategy

• Fluent English (working level)

Nice to have

• Experience scaling CVM / CRM in large digital products

• Loyalty or gamification experience

• Hands-on experience with A/B testing, BI tools, or SQL

• Background in product-led organizations

• A key leadership role with direct ownership of revenue and GMV growth

• Full responsibility for the CVM / CRM domain

• Opportunity to work within a large, fast-growing e-commerce ecosystem

• Strong data-driven culture and mature teams

• High level of autonomy and strategic visibility

• Competitive compensation and long-term career growth