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.