Head of CRM, EMEA

Uphold Inc.

Head of CRM leading EMEA customer engagement and retention strategies at Uphold. Overseeing lifecycle marketing and collaborating with local teams to enhance customer experience.

Posted 4/29/2026full-timeLondon • 🇬🇧 United KingdomLeadWebsite

About the role

Key responsibilities & impact

Own and lead the CRM strategy for the EMEA region, covering activation, engagement, retention and reactivation across the full user lifecycle.
Work closely with Regional Heads and local market teams to adapt CRM strategies and campaigns to market-specific needs, customer behaviours and regulatory requirements.
Define regional CRM roadmaps, prioritising initiatives based on impact, scalability and business objectives.
Design and execute multi-channel CRM programmes (email, push, in-app, SMS and emerging channels) to drive product adoption and lifetime value.
Partner closely with Product, Data, Analytics and Engineering teams to deliver personalised, timely and relevant customer experiences.
Drive continuous optimisation through A/B testing, cohort analysis and behavioural segmentation.
Establish clear KPIs and reporting frameworks to measure CRM performance and business impact.
Ensure CRM activity is compliant with regional regulatory requirements (e.g. GDPR) and Uphold’s internal governance standards.
Have experience in working with and managing marketing agencies, ensuring tight briefs and optimal creative output at all levels.
Act as the EMEA subject-matter expert for customer lifecycle marketing within the wider global marketing organisation.

Requirements

What you’ll need

Significant experience leading customer engagement and 5+ years experience in a senior CRM, lifecycle or retention-focused marketing role.
Proven experience in crypto, fintech or adjacent digital financial services (crypto experience strongly preferred).
Demonstrated experience owning CRM strategy for EMEA or multi-market regions. EU regional experience is highly desirable.
Track record of driving measurable improvements in engagement, retention and LTV.
Experience working with modern CRM, marketing automation and analytics platforms (Customer.io preferably).

Benefits

Comp & perks

Annual bonus program based on individual, team and company performance.
Home office stipend for a productive setup.
Generous PTO, healthcare, and employee assistance programs.
Engaging events and celebrations.
Well-stocked office kitchen with a foodie culture.

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills & Tools

CRM strategycustomer engagementcustomer retentioncustomer lifecycle marketingA/B testingcohort analysisbehavioural segmentationmulti-channel CRM programmesKPI establishmentregulatory compliance

Soft Skills

leadershipcollaborationcommunicationstrategic thinkingadaptabilitycreativityanalytical thinkingproblem-solvingproject managementstakeholder management