CRM Sr. Manager – Email & SMS Marketing
Fanatics
Job Level
Lead
About the role
- Define and deliver the global customer strategy that integrates CRM, Loyalty, Customer and Experience into one seamless customer journey
- Champion a customer-first culture across the organisation and influence senior stakeholders
- Set and own performance KPIs for retention, engagement, and customer lifetime value (CLTV)
- Oversee global CRM strategies to nurture loyalty, increase repeat purchase rates and grow CLTV across all markets
- Drive personalisation at scale through automation, smart segmentation and data-led customer journeys (email, SMS, on site and beyond)
- Own the CRM tech stack, engage with in-house tech and analytics stakeholders to deliver customer data centralisation and onboard Customer Data Platform partners
- Serve as the company’s internal CRM system & customer data expert, communicating & delivering technical requirements for CRM features, data integrations, and platform enhancements
- Own the global loyalty programme strategy and execution and work with the Loyalty specialist to improve programme design
- Oversee CX specialist to map, monitor and optimise the end-to-end customer journey – from discovery through purchase, delivery and post-purchase care
- Identify pain points and opportunities to surprise, delight, and retain customers, turning CX insights into impactful actions
- Liaise with key stakeholders in CRM, CS, eCommerce and Market Research to ensure a seamless customer journey end-to-end
- Work closely with Brand, Product, Ecomm, Tech, Creative, and Marketing leads to ensure unified customer experience across all touchpoints
- Align CRM and CX strategies with annual business strategies, product launches, brand storytelling, and partnerships
- Inspire, mentor and develop a growing team across CRM and CX and foster psychological safety and ownership
- Own and manage budgets across CRM, CX and Loyalty functions, including contracts and renewals
- Lead relationships with key CRM and CX vendors and tech partners and explore innovation opportunities
Requirements
- 8+ years’ experience in CRM / customer lifecycle marketing, in D2C e-commerce or retail brand
- Strategic and empathetic leader with proven experience across CRM, Customer Experience and Loyalty
- Have led global or multi-market CRM for a digital-first consumer brand – ideally in DTC, retail, wellness, or lifestyle sectors
- Fluent in data and able to translate data into action
- Experience implementing and scaling omnichannel personalisation, loyalty and community connection
- Experienced in building scalable, modular customer journey systems across multi-brand/multi-market structures
- Proficiency with CRM tech stack, automation, smart segmentation, email, SMS, on-site journeys and Customer Data Platforms
- Experience owning CRM tech stack, data integrations, and platform enhancements
- Experience setting and owning performance KPIs for retention, engagement, and customer lifetime value (CLTV)
- Experience leading and inspiring multi-disciplinary teams across CRM, Loyalty and CX
- Budget management experience and vendor/tech partner relationship management
- Ability to influence senior stakeholders and champion a customer-first culture
- Excited by Vivobarefoot’s mission and aligned with company values
