CRM Manager

What You Will Do:

Partner with the U.S. Director and Global Head of CRM to shape and execute lifecycle and retention initiatives that support revenue and CLV growth.
Act as the key liaison with Global CRM/Digital teams, sharing U.S. feedback, performance insights, and customer needs to inform global planning and platform enhancements.
Oversee day-to-day planning and execution of campaigns across email and SMS, ensuring alignment with lifecycle strategy.
Maintain best practices in deliverability, list health, segmentation, and personalization.
Drive testing and optimization strategies (creative, cadence, targeting) to improve open, click, and conversion rates.
Own CRM KPI dashboards and reporting (engagement, retention, churn, LTV, revenue contribution).
Translate CRM data into insights that inform e-commerce promotional planning, merchandising strategies, and conversion optimization.
Partner with leadership to support budget planning and forecast customer retention and CRM channel performance.
Present findings that influence both CRM and e-commerce strategies at the monthly and quarterly business review level.
Lead initiatives that increase repeat purchase, loyalty, and brand advocacy.
Ensure loyalty and CRM programs are integrated into digital marketing, e-commerce, and customer service touchpoints.
Continuously refine programs based on data, feedback, and industry best practices.
Collaborate with Digital Marketing, E-commerce, and Brand teams to align CRM within the larger digital ecosystem.
Manage and mentor associates/coordinator, guiding day-to-day execution and professional development.

What We Are Looking For:
Lifecycle and retention strategy: The ability to design customer journeys across acquisition, onboarding, engagement, repeat purchase, loyalty, win-back, and churn prevention—connecting each stage to revenue and customer lifetime value (CLV).
CRM campaign and channel management: The ability to plan, execute, and govern email and SMS programmes reliably, including campaign calendars, automated journeys, QA, consent, deliverability, list health, and operational best practices.
Customer analytics and commercial insight: The ability to define CRM KPIs, build useful dashboards, forecast channel performance, and turn customer data into recommendations for promotions, merchandising, e-commerce conversion, and budget decisions. This includes understanding retention, churn, cohort behaviour, LTV, engagement, and incremental revenue.
Segmentation and personalisation: The ability to use customer attributes, behaviours, purchase history, engagement signals, and lifecycle stage to deliver relevant messages, offers, timing, and experiences to distinct audiences. Effective segmentation supports engagement, deliverability, and commercial performance.
Experimentation and optimisation: The ability to create a structured testing programme across creative, offers, audiences, cadence, timing, and journeys. This includes forming hypotheses, selecting meaningful success metrics, using control groups where appropriate, and applying results to future activity. Testing should connect to outcomes such as conversion, retention, and revenue—not only opens and clicks.
Cross-functional leadership and influence: The ability to align global and U.S. stakeholders, influence senior leaders with clear recommendations, integrate CRM across e-commerce, digital marketing, brand, and customer service, and develop junior team members.