CRM Marketing Manager

CRM Marketing Manager

Reporting to: CMO
Location: Fully Remote
Markets: 12

About the Role

We are looking for a CRM Marketing Manager to own CXM’s customer lifecycle marketing across 12 markets. You will use customer data, segmentation, automation, and personalised communications to improve activation, first-time deposits, retention, reactivation, and customer lifetime value.

This is a hands-on role for someone who can build CRM journeys from the ground up, manage campaigns across multiple markets, and use performance data to continuously improve results.

Key Objectives

• Build and launch at least 3 automated lifecycle journeys covering welcome/activation, retention, and reactivation within the first 6 months.
• Improve the current 9% lead-to-FTD conversion rate through targeted CRM activation campaigns.
• Support reducing churn to below 10% through structured retention and reactivation programmes.
• Build and maintain localised CRM journeys across all 12 markets.
• Maintain 99%+ deliverability and ensure all CRM activity meets applicable compliance requirements.

Key Responsibilities

Lifecycle & CRM Strategy

• Own customer journeys across onboarding, activation, conversion, retention, loyalty, VIP, churn prevention, and win-back.
• Define triggers, audiences, journey logic, exclusions, frequency caps, and exit criteria.
• Coordinate email and push communications to create a consistent customer experience.

Campaigns & Automation

• Build, launch, and optimise automated CRM campaigns using platforms such as Mailgun, Braze, Klaviyo, or equivalent.
• Create targeted campaigns based on customer behaviour, lifecycle stage, market, language, and product.
• Manage promotional campaigns, newsletters, VIP communications, retention campaigns, and partner communications.
• Develop and maintain reusable email templates and content blocks.

Segmentation & Personalisation

• Build and maintain customer segments, consent lists, exclusions, and communication rules.
• Configure personalised and dynamic content based on customer data.
• Work with Product, Analytics, and IT to define and validate data and event requirements.
• SQL knowledge is a strong advantage.

Localisation

• Manage CRM communications across multiple languages and markets.
• Coordinate translation, editing, and linguistic QA.
• Ensure correct currencies, dates, links, variables, legal messaging, tone, and RTL requirements.
• Maintain master journeys and localisation matrices across all markets.

Deliverability & Compliance

• Monitor deliverability, bounces, spam complaints, suppression lists, and domain/IP reputation.
• Maintain strong email hygiene and deliverability standards.
• Run detailed pre-launch QA covering audiences, links, variables, tracking, content, sender details, and scheduling.
• Ensure campaigns comply with consent, unsubscribe, data retention, and local regulatory requirements.

Analytics & Optimisation

• Analyse CRM performance by market, language, segment, and customer lifecycle stage.
• Measure conversion, retention, churn, revenue, and incremental uplift — not just opens and clicks.
• Run A/B and holdout tests across offers, messaging, timing, frequency, channels, and journey structure.
• Maintain a clear optimisation backlog and turn insights into measurable improvements.

• Proven experience in CRM, lifecycle marketing, email marketing, or marketing automation.
• Hands-on experience building automated customer journeys.
• Strong understanding of segmentation, personalisation, triggers, and lifecycle strategy.
• Experience managing CRM across multiple markets and languages.
• Strong knowledge of email deliverability and campaign QA.
• Experience with Mailgun, Braze, Klaviyo, or similar CRM platforms.
• Strong analytical and data-driven mindset.
• Comfortable working with technical and data teams.
• Excellent attention to detail and ability to manage multiple campaigns simultaneously.
• Experience in FX, fintech, trading, igaming, or another regulated B2C environment is highly desirable.
• Able to work independently in a fully remote environment.

Ideal Candidate Background

The strongest candidates are likely to be currently working as a:

• CRM Manager / Lifecycle Marketing Manager
• Email Marketing Manager
• Marketing Automation Specialist
• Retention Marketing Manager
• CRM-focused Digital Marketing Manager

Experience with high-volume B2C customer journeys, FTD/conversion funnels, retention, reactivation, and regulated markets will be particularly valuable.