<strong>Description</strong><br/><h3>CRM Marketing Manager</h3><p><strong>Reporting to:</strong> CMO<br/><strong>Location:</strong> Fully Remote<br/><strong>Markets:</strong> 12</p><h3>About the Role</h3><p>We are looking for a <strong>CRM Marketing Manager</strong> 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.</p><p>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.</p><h3>Key Objectives</h3><ul><li>Build and launch at least <strong>3 automated lifecycle journeys</strong> covering welcome/activation, retention, and reactivation within the first 6 months.</li><li>Improve the current <strong>9% lead-to-FTD conversion rate</strong> through targeted CRM activation campaigns.</li><li>Support reducing churn to <strong>below 10%</strong> through structured retention and reactivation programmes.</li><li>Build and maintain localised CRM journeys across all <strong>12 markets</strong>.</li><li>Maintain <strong>99%+ deliverability</strong> and ensure all CRM activity meets applicable compliance requirements.</li></ul><h3>Key Responsibilities</h3><h3>Lifecycle & CRM Strategy</h3><ul><li>Own customer journeys across onboarding, activation, conversion, retention, loyalty, VIP, churn prevention, and win-back.</li><li>Define triggers, audiences, journey logic, exclusions, frequency caps, and exit criteria.</li><li>Coordinate email and push communications to create a consistent customer experience.</li></ul><h3>Campaigns & Automation</h3><ul><li>Build, launch, and optimise automated CRM campaigns using platforms such as <strong>Mailgun, Braze, Klaviyo, or equivalent</strong>.</li><li>Create targeted campaigns based on customer behaviour, lifecycle stage, market, language, and product.</li><li>Manage promotional campaigns, newsletters, VIP communications, retention campaigns, and partner communications.</li><li>Develop and maintain reusable email templates and content blocks.</li></ul><h3>Segmentation & Personalisation</h3><ul><li>Build and maintain customer segments, consent lists, exclusions, and communication rules.</li><li>Configure personalised and dynamic content based on customer data.</li><li>Work with Product, Analytics, and IT to define and validate data and event requirements.</li><li>SQL knowledge is a strong advantage.</li></ul><h3>Localisation</h3><ul><li>Manage CRM communications across multiple languages and markets.</li><li>Coordinate translation, editing, and linguistic QA.</li><li>Ensure correct currencies, dates, links, variables, legal messaging, tone, and RTL requirements.</li><li>Maintain master journeys and localisation matrices across all markets.</li></ul><h3>Deliverability & Compliance</h3><ul><li>Monitor deliverability, bounces, spam complaints, suppression lists, and domain/IP reputation.</li><li>Maintain strong email hygiene and deliverability standards.</li><li>Run detailed pre-launch QA covering audiences, links, variables, tracking, content, sender details, and scheduling.</li><li>Ensure campaigns comply with consent, unsubscribe, data retention, and local regulatory requirements.</li></ul><h3>Analytics & Optimisation</h3><ul><li>Analyse CRM performance by market, language, segment, and customer lifecycle stage.</li><li>Measure conversion, retention, churn, revenue, and incremental uplift — not just opens and clicks.</li><li>Run A/B and holdout tests across offers, messaging, timing, frequency, channels, and journey structure.</li><li>Maintain a clear optimisation backlog and turn insights into measurable improvements.</li></ul><br/><br/><strong>Requirements</strong><br/><ul><li>Proven experience in <strong>CRM, lifecycle marketing, email marketing, or marketing automation</strong>.</li><li>Hands-on experience building automated customer journeys.</li><li>Strong understanding of segmentation, personalisation, triggers, and lifecycle strategy.</li><li>Experience managing CRM across multiple markets and languages.</li><li>Strong knowledge of email deliverability and campaign QA.</li><li>Experience with <strong>Mailgun, Braze, Klaviyo, or similar CRM platforms</strong>.</li><li>Strong analytical and data-driven mindset.</li><li>Comfortable working with technical and data teams.</li><li>Excellent attention to detail and ability to manage multiple campaigns simultaneously.</li><li>Experience in <strong>FX, fintech, trading, igaming, or another regulated B2C environment</strong> is highly desirable.</li><li>Able to work independently in a fully remote environment.</li></ul><h3>Ideal Candidate Background</h3><p>The strongest candidates are likely to be currently working as a:</p><ul><li><strong>CRM Manager / Lifecycle Marketing Manager</strong></li><li><strong>Email Marketing Manager</strong></li><li><strong>Marketing Automation Specialist</strong></li><li><strong>Retention Marketing Manager</strong></li><li><strong>CRM-focused Digital Marketing Manager</strong></li></ul><p>Experience with high-volume B2C customer journeys, FTD/conversion funnels, retention, reactivation, and regulated markets will be particularly valuable.</p><br/><br/><strong>Benefits</strong><br/><h3>What We Offer</h3><ul><li>Fully remote working with minimal meeting overhead.</li><li>Ownership of CRM across <strong>12 international markets</strong>.</li><li>Genuine opportunity to build and improve the customer lifecycle function.</li><li>An established business with the resources and budget to execute ambitious CRM initiatives.</li><li>Freedom to test, learn, and implement new ideas.</li><li>Competitive, above-market compensation.</li><li>KPI-linked bonus connected directly to CRM and business performance.</li></ul><h3>Recruitment Process</h3><p><strong>Stage 1:</strong> HR interview — experience, motivation, and fit.<br/><strong>Stage 2:</strong> CMO interview — CRM expertise, strategy, and relevant experience.<br/><strong>Stage 3:</strong> CEO interview, where required.</p>