Head of Marketing Automation

About Flatpay

We are turning Portfolio Marketing into a revenue engine for a customer base that is growing fast across seven markets, soon eight, with new products in Capital, Banking and Online to offer it. Portfolio Marketing is marketing to our existing customers, to cross-sell, improve product adoption and prevent churn.

You will be the first Head of Marketing Automation and the person who makes that engine work in practice. You decide which flows, segments and channels we build next, what we test and why, and how the campaign plan comes together across markets with revenue is the measure of success.

Here is where we are today. Our portfolio marketing is mainly email, with a few trigger-based flows, and early tests in SMS, paid social and push messages. The measurement foundation is being built right now. You will shape what comes next, and you will have the data to see what works.

You will report to the Group Portfolio Marketing Director and lead our CRM Manager, who works hands-on in Klaviyo. We expect the CRM team to grow to around 5-8 people by the end of 2027, and you will shape that growth together with the Director. You will work closely with Content, Marketing Analytics, Product Marketing and Marketing Leadership.

What you'll do

• Own the automation roadmap. Decide which flows, segments and channels we build next, across email, SMS, push and on-site messaging. Prioritise by expected impact on adoption, upsell and churn.
• Own the optimisation roadmap. Decide what we test, when and why. Set a testing cadence, define success criteria up front and share learnings across markets.
• Make the data work. Understand what data we have, what is missing and what is wrong. Define the data requirements for segmentation and personalisation, and work with Marketing Analytics and Tech to close the gaps.
• Lead and grow the CRM team. Manage our current CRM Manager and hire more to cover execution in Klaviyo across markets. Set standards for how we build, QA and document.
• Run Klaviyo as a platform. Own the account structure, naming conventions and governance so the setup scales as we add markets and products. Work with Marketing Analytics and Tech on integrations, with a clear voice in how they are prioritised.
• Report on what works. Measure the impact of flows and campaigns on revenue, adoption and retention, and bring clear recommendations to the Group Portfolio Marketing Director.

Who you are

• You have several years of experience in marketing automation or CRM, ideally across multiple markets.
• You have led teams with direct and indirect reports. You know how to hire the right profiles, set clear expectations, give honest feedback and act when performance isn't there.
• You are comfortable both owning and delegating: you own business areas and projects, and delegate the work to the team.
• You turn business goals into clear, measurable targets for every initiative, and you are a sounding board for the Group Portfolio Marketing Director, bridging strategy and execution.
• You know Klaviyo or a comparable platform well enough to judge what the team builds and to step in when needed.
• You are curious about data. You dig into why a segment behaves the way it does, notice when the numbers don't add up, and can turn business needs into concrete data requirements.
• You run tests with discipline: a clear hypothesis, a defined success metric and a decision at the end.
• You plan across many markets and products with structure, so the team always knows what is being built, tested and launched.
• You communicate clearly in English. Another of our market languages is a plus.
• B2B or fintech experience is a plus, but not required.

What this role is not

You will not write content or copy. Our Content team, also part of Portfolio Marketing, owns that. You brief them on what each flow and campaign needs, and you own how it performs once it is live.

What we offer

• Ownership of the automation engine and roadmap in a function that is becoming a core revenue driver
• A team you build together with the Group Portfolio Marketing Director, expected to reach around 5-8 people by the end of 2027
• Direct revenue impact, reporting to the Group Portfolio Marketing Director
• A central team of specialists in analytics, content, creative performance and media buying to work with
• A full-time position at our HQ in Herlev, onsite at least 3 days a week

Why Flatpay

Joining Flatpay means stepping into a dynamic environment where innovation is encouraged, and teamwork is celebrated. Here, you'll have the opportunity to make a meaningful impact, contributing to our mission of empowering merchants to succeed.

With us, you'll experience an ambitious drive to constantly push boundaries and redefine what's possible. While we don't take ourselves too seriously, we take our responsibility towards our people very seriously. We welcome driven, low-ego individuals who live our values and want to grow with us..