Are you passionate about creating relevant customer communications throughout the customer journey? Do you enjoy combining data, technology and creativity to continuously improve customer experiences? Then this could be your next step as Email & Lifecycle Marketing Manager within KLM's Digital Marketing department.

As Lifecycle Marketing Manager, you will play a key role in shaping and optimizing KLM's lifecycle communications. Your focus will be on developing, managing and improving automated email journeys that support customers throughout different stages of their relationship with KLM. These communications can have both commercial and service-related objectives, helping customers at the right moment with relevant and personalized messaging.

This is an exciting role where you will have the freedom to test new ideas, optimize customer journeys and work with a wide range of internal and external stakeholders to continuously improve KLM's lifecycle marketing capabilities.

You will be responsible for a portfolio of automated lifecycle email journeys across different phases of the customer lifecycle, ranging from acquisition and onboarding to post-travel engagement and retention. These journeys include both commercial and service-related communications, while continuously identifying opportunities to introduce new lifecycle propositions.

Your goal is to improve the relevance, effectiveness and performance of our lifecycle communications. You'll optimize customer journeys, strengthen customer relationships, increase engagement and contribute to both customer satisfaction and commercial objectives.

In this role, you will continuously test and optimize content, segmentation, automation logic, business rules and data integrations to create increasingly personalized and effective customer communications. You enjoy identifying new opportunities and can independently lead implementations from concept to launch. Taking ownership, showing initiative and having a continuous improvement mindset are key to succeeding in this role.

You will work closely with a broad network of internal stakeholders, external agencies, our CRM Hub and technology partners. Within the Owned Channels & Partnerships team, you'll collaborate with other lifecycle specialists responsible for different customer journeys and owned channels such as WhatsApp and Messenger.

You will:

• Manage and continuously optimize automated lifecycle communications across the customer journey, balancing both customer service and commercial objectives.
• Take ownership of end-to-end implementations of new lifecycle journeys, features and propositions.
• Develop and optimize automated customer journeys using lifecycle marketing best practices.
• Work closely with email automation partners to improve automation capabilities and customer experiences.
• Collaborate with internal creative teams and external agencies to develop engaging, user-friendly email experiences.
• Analyze campaign and journey performance, translating insights into data-driven improvements.
• Develop and execute a lifecycle testing roadmap, including regular A/B testing and experimentation.
• Recommend and implement new personalization opportunities, technologies and automation capabilities.
• Contribute to the continuous development of KLM's lifecycle marketing strategy and customer engagement approach.
• Explore opportunities to expand lifecycle principles across additional owned channels.
• Collaborate with internal and external stakeholders to stay ahead of developments in lifecycle marketing and marketing technology.
• Ensure secure and compliant handling of customer data in accordance with GDPR and privacy regulations.

You will join the Digital Marketing department at KLM Headquarters. Digital Marketing is an innovative and ambitious department where enthusiastic colleagues work together to continuously improve KLM's customer experience across both marketing and service touchpoints.

The department consists of multiple teams all working together in an agile environment. There is plenty of room for innovation, new ideas and personal development, while also maintaining an informal atmosphere where collaboration and fun are equally important.

You will become part of the Owned Channels & Partnerships team. This team is responsible for lifecycle marketing, email marketing, landing pages, mobile marketing conversational services and partner marketing channels such as metasearch and affiliate marketing.

• Completed WO degree.
• 3 years of experience in email marketing, with demonstrable experience in lifecycle marketing and/or email automation.
• Experience managing automated customer journeys and optimizing lifecycle communications.
• Experience working with email marketing platforms and marketing automation solutions.
• Strong project management and stakeholder management skills.
• Data-driven mindset with experience analyzing campaign and journey performance.
• Affinity with technology, automation and data integrations.
• Commercially and customer-oriented, always looking for opportunities to improve the customer experience.
• Strong communication and collaboration skills.
• Proactive, takes ownership and enjoys driving improvements.
• Positive team player with an entrepreneurial mindset.
• Excellent command of English.
• Preferred: experience with Salesforce Marketing Cloud.

• A challenging role at an unique employer in the Netherlands;
• A gross salary between €3.790 and €4.600 per month;
• Plenty of room for personal development and wonderful career opportunities;
• A good pension scheme and 8% holiday pay;
• An end of the year bonus of 8,33%;
• 25 days of paid holiday and 5 extra days off;
• Great discounts on airline tickets (if you have been in service for at least 6 months);
• A sustainable transport policy, which allows you, among other things, to use all public transport for your commute within the Netherlands, free of charge;
• Discount of your health insurance;
• A personal budget for sustainable employability.

Don’t wait any longer and apply for this function before the final boarding call on 09/16/2026! A motivation letter is no longer required; we will simply ask you a couple of questions during your online application. Within two weeks, you will receive a message from us. Your application procedure consists of two interviews and –possibly- an assessment and security research.Did you know that according to research, women are less likely to apply than men when they don't meet all the job requirements? What a shame. Because, in our view, 'the perfect candidate' is a myth. So, if you have the drive to grow in aspects of this role, we look forward to your application. A reference check can be part of the application procedure.