CRM Manager

As CRM Manager (Customer Relationship Management), you will play a critical role in leading the delivery of our CRM program across the Americas/EMEA/LAC/APAC region while driving major strategic initiatives on a global scale. You will collaborate with stakeholders worldwide to scale and enhance our CRM capabilities and provide direct line management to team members as required. In this role, you will take full ownership of the Americas CRM landscape and agenda, working closely with a global, cross‑functional team to drive day‑to‑day CRM planning, management, and execution across the region.

The primary focus will be to deliver sustainable growth through ongoing tactical and strategic campaign optimization, supported by regular performance analysis and clear communication of insights back to the business.

• CRM Program Management: CRM Leadership & Ownership Responsible for owning and delivering best-in-class CRM strategy and execution across the customer lifecycle. This role combines strategic thinking with hands‑on delivery, using Braze as a core platform to drive personalised, timely, and high-performing customer communications. You will play a key role in advancing CRM capability, embedding innovation, and delivering measurable commercial and customer outcomes.
• Own and lead the end‑to‑end delivery and performance of the CRM program across the Americas/EMEA/LAC/APAC region.
• Set the strategic direction for the Americas/EMEA/LAC/APAC CRM agenda, driving efficient day‑to‑day planning, management, and execution.
• Translate business objectives and customer insights into clear CRM plans and roadmaps.
• Champion a customer‑first, value‑led approach to CRM, aligned with best practice
• Serve as the primary regional authority and escalation point for all CRM‑related activity.
• Lead the scoping, planning, and execution of major data, technology, and marketing automation initiatives to advance CRM capability and impact.
• Own CRM performance analysis and reporting across the region, delivering clear, actionable insights and recommendations to inform strategy, optimisation, and business decision‑making.
• Act as a Braze subject‑matter expert, owning campaign builds, Canvas journeys, segmentation, and orchestration.
• Design and deliver multi‑channel CRM activity leveraging Braze capabilities such as real‑time event triggers, dynamic content, and connected content to drive relevance and performance.
• Partner with technical teams to optimise data feeds, integrations, and event schemas.
• Drive advanced personalisation using behavioural, transactional, and preference data.
• Apply modern CRM techniques such as:
  Real‑time and event‑based messaging &AI‑driven send‑time optimisation and message prioritisation and
• Decisioning and next‑best‑action logic
• Proactively stay ahead of CRM innovation, identifying and piloting new features and emerging industry capabilities.
• Own the CRM testing and optimisation framework, including A/B testing, multivariate testing.
• Use performance data and insights to continuously optimise journeys, content, and cadence.
• Measure incrementality and ROI to demonstrate CRM impact on commercial outcomes.
• Monitor and report on CRM performance against KPIs, including engagement, conversion, retention, and revenue.
• Partner with analytics teams to define success metrics and improve reporting maturity. Translate data into actionable insights and recommendations for stakeholders.
• Provide leadership and management to CRM team members, as relevant, ensuring effective delivery of the agreed CRM strategy while prioritising capability building, performance, and long‑term professional development.
• Act as the regional authority and subject‑matter expert for all CRM‑related initiatives, providing strategic guidance, best practices, and thought leadership across the organisation.
• Foster strong collaboration with internal stakeholders and cross‑functional partners to ensure CRM initiatives are aligned with broader business and marketing objectives.
• Serve as the primary point of contact for our email service provider, managing the relationship to ensure strong performance, operational excellence, and…