Head of CRM (Next-Gen, AI-Driven)

Picanova GmbH filiāle Picanova Baltics

Details
Highlights
Company

Preferred Background:

Experience:

7+ years in CRM, Lifecycle Marketing, or Marketing Automation in a fast-paced digital or e-commerce environment.
Hands-on experience with CRM platforms such as Emarsys, Klaviyo, HubSpot, or similar.
Strong understanding of cross-channel orchestration, segmentation strategy, deliverability, and data architecture.
Experience managing domain reputation, IP warming, list hygiene, and scaling CRM programs globally.

Hard Skills:

Solid knowledge of AI/ML concepts in CRM (predictive modeling, scoring, anomaly detection, dynamic content).
Comfortable working with SQL; basic HTML/CSS knowledge for email templates.
Strong analytical skills with experience in experimentation, attribution, and uplift analysis.

Soft Skills:

Strategic, empowering leader with high emotional intelligence and strong stakeholder management skills.🤝
Curious, growth-oriented mindset with a passion for innovation and continuous improvement.📈
Customer-first thinker with high standards for ethical, transparent, and responsible marketing.🛒
Able to thrive in complexity, lead change, and drive clarity in a dynamic environment.🌟

Even without every qualification, your unique experiences and skills could make you a great addition to our team, so embrace the opportunities that await you here. Your journey may lead to new skills, relationships, and success.

About The Role:

As our Head Of CRM, you’ll set the global vision and lead two teams - CRM Marketing and CRM Automations - toward a world where customer experiences are personalized, anticipatory, and continuously optimized with AI and automation.

You'll build a modern CRM ecosystem that uses data, experimentation, and smart technology to deepen customer relationships and deliver predictable, scalable revenue. This includes championing new tools, integrating emerging AI capabilities, streamlining workflows, and raising the bar on quality, speed, and impact.

What You Will Do:

Define & Define and own the global CRM strategy, driving AI-powered lifecycle orchestration and advanced personalization across all customer touchpoints (email, SMS, push, print, WhatsApp, web).📈
Lead and scale two high-performing teams — CRM Marketing and CRM Automations — fostering a culture of experimentation, innovation, and impact.🤝
Build and evolve a next-generation CRM tech stack, introducing AI agents, predictive scoring, automated content generation, and intelligent decision engines.🤖
Oversee CRM campaigns, lifecycle programs, and real-time automations, embedding ML-driven segmentation, churn prediction, and cross-/upsell models into daily operations.🎯
Drive experimentation at scale through A/B and multivariate testing, dynamic content, and algorithm-led optimization.🧪
Partner closely with Product, Data, Engineering, Design, and Marketing to create seamless, data-driven customer journeys.🌐
Define, track, and optimize CRM performance using KPIs such as retention, CLV, CVR, automation revenue share, churn probability, and personalization lift.📊
Champion measurement excellence through forecasting, dashboards, incrementality testing, and AI-powered insights.💡

Why you will love working with us:

International experience in our globally spread Teams 🌍
Hybrid way of working with three days in the office & two days from home 🏠💼
Private Health insurance with a compensation package after the probation period 🏥
Additional leave on special occasions 🎉
Variety of packed breakfast, lunch, and snacks in the office 🍽
Be part of an AI-first workplace that enables everyone to drive unique business solutions through state of the art technology 💡
Valuable knowledge and excellent experience for future development 📚
Connection with your colleagues through Team building and company events 🤝

Monthly gross salaryGross/mo € 4500 - 5500

Location

Rīga, Latvia
Kronvalda bulvāris 3, Centra rajons, Rīga, LV-1010

Time of work

Full-time
Flexible schedule

Skills

CRM

Contact person
Miks Antoms
+37129554940

We are The Customization Group,

previously known as Picanova, a global market leader for customizable wall and home decoration. In our five factories in the USA, Germany, Poland, and Latvia, we manufacture up to 500.000 individualized products daily and serve millions of private and business customers worldwide. We are proud of our digital DNA, large retail footprint, sustainable business model, and eco-friendly manufacturing to bring happiness to our clients through our broad product portfolio.

Our 750+ employees, from 60 different nationalities, come from all walks of life, and their backgrounds and interests in dancing and running competitions or making music bring a lot of creativity, so we never run out of ideas to develop the most innovative solutions for our customers. You will fit in here if you are a unique individual with a proactive, self-driven work attitude and a good sense of ownership.