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. Key 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. 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.