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Senior CRM Manager
New Balance Europe B.V.
About the role
New Balance are looking for a Senior Manager, CRM who will be responsible for leading the regional strategy for database marketing, customer engagement, membership growth and acquisition for EMEA. You will be responsible for maximizing the value of customer and audience data, transforming insights into actionable CRM programs, audience strategies, campaigns and lifecycle initiatives that drive revenue, retention, customer engagement and CLV.
In this role you are responsible for defining how customer data is leveraged across the region to create more personalized, relevant and impactful customer experiences. You will partner closely with regional, cross functional and global teams to identify growth opportunities, establish best practices and develop programs that strengthen membership engagement and loyalty.
Leading a small team responsible for lifecycle, (email) campaigns and membership, you will play a critical role in connecting customer insights, analytics, audience strategies, and CRM execution to support business goals in EMEA.
What you'll do
Serve as the subject matter expert for database marketing, CRM strategy, customer segmentation, lifecycle marketing and membership.
Develop and lead the database marketing and CRM strategy for the region, ensuring customer and audience data are used effectively to drive business growth, engagement and long-term customer value.
Define audience, segmentation and personalization strategies that enable more relevant and effective customer communications across markets and channels.
Translate customer, membership, and behavioural data into actionable insights that inform marketing strategies, commercial priorities and customer engagement programs.
Lead the development and optimization of lifecycle programs that drive acquisition, onboarding, engagement retention, loyalty and reactivation.
Develop and evolve the regional membership marketing strategy, driving acquisition, engagement and retention for EMEA markets, as well as partnering with global teams membership integration across markets.
Partner with consumer insights and analytics, ecom, media and marketing teams to deepen customer understanding, and identify opportunities to improve customer performance and lifetime value.
Develop measurement frameworks and reporting that connects CRM initiatives, membership performance and database marketing activities to drive business outcomes.
Instil a culture of testing, learning and optimization across CRM channels, customer journey and audience programs.
Collaborate with the omni experience manager, as well as with Global CRM and membership teams to share insights, learnings, and best practices as well as identifying opportunities to drive growth.
Establish EMEA best practices, heling markets increase their knowledge in customer understanding, audience activation and data driven decision making.
Lead and develop a high performing team across lifecycle management, campaign management and membership marketing, fostering a culture of accountability, collaboration, innovation and always learning.
What you'll bring
Relevant years of experience in database marketing, CRM, lifecycle marketing, loyalty or membership.
Proven people management experience and demonstrated leadership abilities, working with various teams and stakeholders.
Proven success in developing customer engagement and database marketing strategies that drive measurable improvements in revenue, retention, engagement and CLV.
Strong expertise in audience segmentation, customer journeys, lifecycle marketing, membership programs and personalization.
Deep understanding of how customer and audience data can be leveraged to create business value and improve marketing effectiveness.
Strong commercial acumen with the ability to translate customer insights into growth opportunities and strategic recommendations.
Strong understanding of privacy, consent management and customer data best practices within the EMEA region.
Excellent communication and stakeholder management skills, with the ability to influence stakeholders and drive alignment across regional and global teams.
What's on offer
Discretionary Bonus Opportunity
Discount on the health insurance
8% holiday allowance
Flexible Working Hours
Pension Scheme
25 days Annual Leave per year
Up to €300 travel allowance each month
Hybrid working
On-site Gym
Employee Discount
Work from-home allowance
Home working equipment
Sports subscription services
Flexibility to work 20 days from anywhere each year
Wellbeing and Mental Health Benefit (24/7 Employment Assistance Program & Support)
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About the company
Since 1906, New Balance has empowered people through sport and craftsmanship to create positive change in communities around the world. We innovate fearlessly, guided by our core values and driven by the belief that conventions were meant to be challenged. We foster a culture in which every associate feels welcomed and respected, where leaders and creatives are inspired to shape the world of tomorrow by taking bold action today.