The Senior CRM Marketing Strategist reports directly to the CRM Marketing Manager, International and is responsible for planning, executing, and optimizing CRM email campaigns across our International geographies including the United Kingdom, France, Germany, Italy, and Spain. This role exercises advanced judgment in developing and managing the email calendar, conducts in-depth data analyses to evaluate campaign effectiveness, and makes tactical recommendations to drive conversion and loyalty. The successful candidate manages vendor and agency relationships, seeks efficiency gains through documentation and knowledge sharing, and collaborates closely with cross-functional partners and leaders to align marketing efforts with channel and business goals.
What you'll be doing:
Campaign Strategy, Execution & Optimization
- Plans, develops, and executes email campaigns across UK, EU, and International geographies, exercising advanced judgment in strategy, audience approach, and campaign structure to drive conversion and loyalty.
- Creates and refines audience segmentation strategies grounded in customer behavior, lifecycle stage, and purchase data, leveraging customer insights to optimize the customer journey and improve campaign effectiveness.
- Conducts in-depth analyses of campaign and channel performance to evaluate effectiveness and identify opportunities, and utilizes data to make recommendations for tactical adjustments in marketing strategies.
- Contributes in the design and execution of A/B testing frameworks, effectively communicates results, and makes actionable conclusions to drive ongoing optimization.
- Ensures campaigns are aligned with brand guidelines, adhere to brand standards across all markets, and meet cultural nuances across UK, FR, DE, IT, and ES.
- Manages marketing activities across UKEU geographies with an understanding of channel dynamics, traffic generation, and ROI metrics. Applies knowledge of competition and seasonality to support marketing strategies and decisions, and collaborates with the CRM Marketing Manager to align marketing expenses with expected results.
Finance, Budget & Data Analysis
- Understands how the role and channel tie to the financial goals of the company, considers financial implications in decision making, and is responsible for tracking against functional financial targets and budgets in partnership with the CRM Marketing Manager.
- Monitors spend and revenue pace to goal projections of the channel, reports back, and provides key and real-time recommendations to the CRM Marketing Manager.
- Creates revenue build-ups for the channel and implements updates.
- Performs discount dollar and coupon usage analysis to determine profitability in channel promotions and offers.
- Utilizes tools such as Google Analytics, Power BI, and CRM platforms to provide in-depth data insights for stakeholders.
Reporting, Performance Monitoring, Insights, & Recommendations
- Presents findings and recommendations to the CRM Marketing Manager and cross-functional partners, adapting communication to the audience and simplifying complex data into well-organized, actionable content.
- Creates weekly and bi-weekly reports to review channel engagement and provide performance updates and learnings for key business partners.
- Presents and reviews performance in weekly meetings with functional lead.
- Prepares and executes ad hoc deliverables for the channel.
- Executes analysis and season wrap-up slides for the channel.
- Raises flags within the channel and provides timely recommendations for optimizing current and developing future campaigns.
- Monitors and reports on competition, relevant news, industry trends, and emerging technologies to refine campaign tactics and identify opportunities.
Integrated Planning & Cross-Functional Collaboration
- Plans channel initiatives to support integrated planning goals and presents to peers and functional leads.
- Develops and optimizes innovative customer experiences based on understanding of the UK/EU audience, collaborating cross-functionally to ensure campaigns drive conversion and loyalty.
- Collaborates with cross-functional leads and key stakeholders to develop a holistic email plan and align on goals, timelines, deliverables, and due dates.
- Contributes to integrated marketing plans by incorporating customer insights and cross-functional feedback.
- Assists peers and cross-functional partners to execute email requests while applying relevant strategies and best practices.
- Recognizes opportunities for improvement and takes action to clear roadblocks for team, project, or process, encouraging others to find and focus on solutions to move forward.
Tools, Technical Execution & Agency Management
- Maintains expert proficiency in Email Marketing and CRM tools and platforms including Optimove, Klaviyo, Email on Acid, Litmus, and Narvar.
- Seeks efficiency gains and new learnings to support the function; actively documents knowledge of processes for team reference in an organized manner and shares information cross-functionally.
- Explores and applies AI tools to streamline workflows, improve process efficiency, support performance monitoring and analysis, and identify opportunities to reduce manual effort and improve decision making.
- Manages relationships with vendors, agencies, and strategic partners, ensuring productive collaboration and execution to deliver on marketing objectives.
- Manages briefs, campaign calendars, automation workflows, and A/B testing for optimization.
- Ensures email campaigns are mobile-friendly and comply with legal requirements such as GDPR, CCPA, and applicable regional regulations.
Team Development & Knowledge Sharing
- Supports professional development within the team through active discussion and feedback; helps to coach and develop the CRM Coordinator and other junior team members.
- Documents processes, strategies, and campaigns for internal and external reference in an organized manner.
- Seeks efficiency gains and new learnings to support the function, and shares knowledge of processes and functional history with team members to build collective capability.
Other Duties and Responsibilities
Performs other duties that may be assigned from time to time.
What we're looking for:
- Bachelor's Degree in Marketing, Communications, or any related course.
- Minimum 5 years of experience in CRM, email marketing, or a related engagement marketing channel, with 5–8 years being the target range for this level. Experience with an international e-commerce or retail brand is preferred.
- Proven ability to plan, develop, and execute email campaigns independently across multiple international markets, exercising advanced judgment in strategy and audience approach.
- Experience conducting in-depth campaign data analyses and translating findings into tactical recommendations that improve performance.
- Proficiency in email marketing and CRM platforms. Hands-on experience with Klaviyo, Optimove, or similar ESPs is required.
- Experience with A/B testing design, execution, and communication of results.
- Experience managing relationships with vendors, agencies, or strategic partners to deliver on marketing objectives.
- Knowledge of GDPR and CAN-SPAM and other applicable compliance policy and regulation.
- Strong analytical skills with the ability to translate data into actionable insights for stakeholders.
- Demonstrates a customer-centric mindset in strategic thinking and execution, providing data and input from a customer lens.
- Adapts verbal and written communication to suit the audience, simplifying complex ideas and crafting well-organized content with minimal need for revisions.
- Comfortable working across international time zones and with cross-cultural teams.
- Actively documents knowledge of processes for team reference and seeks efficiency gains to support the broader function.
Location: The Senior CRM Marketing Strategist positionis a remote working position for Balsam International Unlimited Philippine ROHQ in Manila. Team members in the Philippines are located within Metro Manila, Bataan, Batangas, Bulacan, Cavite, Laguna, Pampanga, Rizal, and Tarlac areas only.
Our must-haves:
- Must attend occasional in-person meetings.
- Must have a fast, reliable DSL, Fiber, or Broadband connection (not mobile or broadband stick) as the primary internet connection with a minimum actual speed of 50MBPS.
Note: All interviews will be conducted via Zoom.
Status: This is a full-time, permanent position with benefits.
Hardware Provision: Company-issued Laptop will be provided on your first day.
At Balsam International, we strive to offer a competitive compensation and benefits package. For permanent, full-time team members, this includes:
- Government-mandated Benefits (SSS, PAG-IBIG, PhilHealth)
- 13th Month Pay
- Paid Leaves. We use time off to rest, go on vacation, or just sleep in! Our paid time off is flexible to our needs.
- Internet Subsidy. With internet allowance, we are set up for success.
- Healthcare Coverage (+ 2 dependents). We worry less about rising medical costs with flexible quality healthcare benefits.
- Maternity, Paternity, and Solo Parent Benefit. We make sure parents are supported while they navigate work and family life.
- Continuous Learning and Professional Development Benefit. Our professional and personal development are fully supported. Whether it be online courses, workshops or books!
- Mental Health Support. We manage work and life's challenges through Mental Health Day breaks, 24/7 professional counselling, and curated webinars.
- Company Incentive. An additional cash-based perk for all our Brandits based on company's performance.
- Meeting and Team Building Allowance. Happy tummies make our meetings more fun and productive!
- Shutdown Week. We can spend more time on things that matter with an additional one-week paid time off on top of paid leaves.
- Volunteer Time Off. With two paid days off, we are able to volunteer for advocacies we believe in.
- Bereavement Leave. We get additional paid leaves when a loved one passes to grieve and provide immediate support to our families.
