Job description

The role owns the regional lifecycle strategy across activation, retention and lifetime value, driving measurable impact through end-to-end CRM and lifecycle marketing execution. It requires defining the CRM strategy and roadmap aligned to company-level goals, building a regional communication framework including segmentation, audience definitions, contact rules, comms calendar, and asset localization, and constructing automated event-triggered journeys incorporating dynamic personalization from multiple data sources. It includes optimizing multi-channel communications across email, push, sms and in-app messages from onboarding through activation, engagement, retention and win-back. Responsibilities also include running structured experimentation frameworks including A/B testing, holdouts, incrementality and attribution measurement, ensuring CRM data quality and integrity, and partnering closely with analytics, data science, design, co-marketing and copywriting teams to create high-performing customer experiences using modern CRM and martech tools such as Braze, Customer.io, Salesforce or MoEngage, supported by advanced SQL, Python and analytical capabilities.