The CRM Specialist B2B translates commercial objectives from the B2B channel into concrete, data-driven CRM activity. The role exists to design, build and continuously improve automated customer journeys, lifecycle campaigns and segmentation logic that drive incremental sales and build loyalty across both key accounts and the long tail of B2B customers, executed through EQOM's central CRM platform.
Because CRM capacity is organized centrally and shared across channels, this role ensures B2B objectives, triggers and priorities are properly represented in that shared roadmap. It combines campaign design and execution with performance analysis, translating results into concrete optimizations rather than only reporting on them, and supports the adoption of AI-supported CRM capabilities for the B2B channel.
You sit at the intersection of lifecycle strategy, marketing automation and commercial performance. You turn data into meaningful connections, translating commercial objectives into impactful, data-driven customer journeys within EQOM's central CRM platform. You take ownership of results and think in full customer journeys, working confidently with data and AI tooling. You move fast, adapt to a dynamic environment and communicate with clarity across the business.
CRM Specialist B2B
Veendam, Hilversum
Part-time
Fixed-term
About the position
POSITION DETAILS
The role sits within EQOM's central CRM organization and reports to the Head of CRM. It acts as the dedicated B2B specialist within a shared CRM capability structure.
The role has no line management responsibility and work extensively with B2B stakeholders (wholesale account management, B2B MT) and ecommerce team (B2B website) to drive and align all CRM activities to our B2B customer base.
• Design and manage automated customer journeys and lifecycle campaigns for B2B customer segments through the CRM platform and/or alternative tooling.
• Manage data-driven customer segmentation.
• Drive incremental sales and build loyalty across both key accounts and long-tail wholesale customers through targeted, data-driven CRM programs (email or other).
• Build and maintain customer segmentation based on behavioral and transactional data, including segmentation logic specific to B2B channels.
• Translate commercial objectives from B2B stakeholders into concrete CRM flows, triggers and A/B test plans.
• Analyze campaign performance and customer loyalty impact, and adjust CRM strategy accordingly.
• Manage data hygiene and integration between the CRM platform and the systems supplying B2B account data (e.g. CRM/ERP integrations).
• Collaborate with B2B stakeholders on SLAs, prioritization and roadmap within shared CRM capacity.
• Partner with the data team to develop predictive segmentation, using AI-driven insights to identify the right B2B accounts and moments for outreach.
• Design and execute journeys covering onboarding, retention, churn prevention and reactivation across the B2B customer lifecycle.
• External: none structurally; occasional contact with CRM tooling/platform vendor(s) for technical or configuration support and innovation pipeline.
• Improvement in B2B customer retention rate (customers ordering per month).
• CRM Revenue share
• Growth in customer lifetime value (CLV) across key accounts and long-tail segments.
• Incremental revenue generated through CRM-driven upsell, cross-sell and (re)activation campaigns.
• Adoption and effective use of AI-supported CRM capabilities (e.g. long-tail customer automated email flows or content creation).
The role has no line management responsibility and work extensively with B2B stakeholders (wholesale account management, B2B MT) and ecommerce team (B2B website) to drive and align all CRM activities to our B2B customer base.
Key responsibilities
• Act as the dedicated CRM specialist for the B2B channel within the central CRM organization.• Design and manage automated customer journeys and lifecycle campaigns for B2B customer segments through the CRM platform and/or alternative tooling.
• Manage data-driven customer segmentation.
• Drive incremental sales and build loyalty across both key accounts and long-tail wholesale customers through targeted, data-driven CRM programs (email or other).
• Build and maintain customer segmentation based on behavioral and transactional data, including segmentation logic specific to B2B channels.
• Translate commercial objectives from B2B stakeholders into concrete CRM flows, triggers and A/B test plans.
• Analyze campaign performance and customer loyalty impact, and adjust CRM strategy accordingly.
• Manage data hygiene and integration between the CRM platform and the systems supplying B2B account data (e.g. CRM/ERP integrations).
• Collaborate with B2B stakeholders on SLAs, prioritization and roadmap within shared CRM capacity.
• Partner with the data team to develop predictive segmentation, using AI-driven insights to identify the right B2B accounts and moments for outreach.
• Design and execute journeys covering onboarding, retention, churn prevention and reactivation across the B2B customer lifecycle.
Key interfaces
• Internal: Head of CRM, central CRM team, ecommerce team, B2B commercial stakeholders and account management, central Data/IT teams (CRM–ERP integration)• External: none structurally; occasional contact with CRM tooling/platform vendor(s) for technical or configuration support and innovation pipeline.
Success measures
Success in this role is measured through:• Improvement in B2B customer retention rate (customers ordering per month).
• CRM Revenue share
• Growth in customer lifetime value (CLV) across key accounts and long-tail segments.
• Incremental revenue generated through CRM-driven upsell, cross-sell and (re)activation campaigns.
• Adoption and effective use of AI-supported CRM capabilities (e.g. long-tail customer automated email flows or content creation).
About you
Experience and knowledge
- Minimum of 3 years of relevant experience in a comparable role, with proven ability to contribute meaningfully to business outcomes. (CRM / email marketing, preferably in e-commerce or DTC)
- Demonstrable experience with marketing automation platforms (e.g. Salesforce Marketing Cloud, Klaviyo, HubSpot or similar) at the level of building complex, data-driven flows, not only standard newsletter sends.
- In-depth knowledge and experience of the latest (AI-supported) CRM tooling and how it can be applied to drive sales and loyalty.
- Strong affinity with data: comfortable with segmentation logic, basic SQL or query language, and interpreting performance dashboards.
- Experience with B2B customer communication, or demonstrable ability to activate B2B customer segments into sales opportunities.
- Knowledge of privacy legislation relevant to customer data (GDPR) in an e-commerce context.
- Analytical ability to translate campaign results into concrete optimizations, not only reporting.
- Experience designing and optimizing multi-channel customer communications
- Fluency in English (working language of EQOM Group)
- Proactive and agile approach – ready to move fast and adapt in a scale-up environment
Competencies
- Data-driven working approach, not intuition-based.
- Able to work independently across two internal stakeholder groups (B2C and B2B) with differing expectations.
- Able to work in a project-based manner within a shared capacity structure (SLA-based).
What does this job offer you?
When you join EQOM, you can expect a unique opportunity within an ambitious and fast-growing company.
You will receive:
You will receive:
- A one-year contract with the prospect of extension
- A 32-hour workweek
- A competitive salary
- Flexible working hours and the option to work in a hybrid setup (home and office)
- Travel allowance
- Home office allowance
- 25 vacation days based on a full-time (40-hour) workweek
- 8% holiday allowance
- The option to purchase additional vacation days
- Pension scheme through the Dutch Retail Pension Fund (Pensioenfonds Detailhandel)
- A large company lunch every Friday
- The opportunity to work fully remote for up to 8 weeks per year, for example while traveling
- Free bootcamp sessions twice a week and discounted gym memberships through Bedrijfsfitness Nederland
- An active social committee that organizes a variety of fun activities, as well as larger events such as our EQOM Summer Party and Oktoberfest
- Plenty of opportunities for personal development and career growth
Are you ready?
Ready to take customer engagement, marketing automation, and commercial performance to the next level? If you're passionate about turning data into action and building impactful customer journeys, this is your opportunity to make a real difference. Apply now and grow with EQOM.
About us
EQOM is a fast-growing international player in the intimate wellness sector. From our head office in Veendam, we work with over 400 colleagues in Europe on our mission: to make sexual wellbeing and pleasure accessible to everyone - regardless of preference, age or physical condition. We manage strong brands such as EasyToys, Amorelie and Adam & Eve and offer more than 14,000 products through our webshops and wholesale.
What makes EQOM unique? A vibrant culture of entrepreneurship, creativity and collaboration. We are driven to break taboos and bring about change in a category that is still often uncomfortable.
At EQOM, you will have the opportunity to make an impact in a sector that matters.
What makes EQOM unique? A vibrant culture of entrepreneurship, creativity and collaboration. We are driven to break taboos and bring about change in a category that is still often uncomfortable.
At EQOM, you will have the opportunity to make an impact in a sector that matters.