CRM Marketing Manager

**Description** ### 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. **Requirements** * 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. **Benefits** ### What We Offer * Fully remote working with minimal meeting overhead. * Ownership of CRM across **12 international markets**. * Genuine opportunity to build and improve the customer lifecycle function. * An established business with the resources and budget to execute ambitious CRM initiatives. * Freedom to test, learn, and implement new ideas. * Competitive, above-market compensation. * KPI-linked bonus connected directly to CRM and business performance. ### Recruitment Process **Stage 1:** HR interview experience, motivation, and fit. **Stage 2:** CMO interview CRM expertise, strategy, and relevant experience. **Stage 3:** CEO interview, where required.