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.
