CRM Marketing Manager

Headquarters: Armenia URL: http://cxmdirect.com Description CRM Marketing Manager Reporting to: CMO Location: Fully Remote Markets: 12 About the Role We are looking for a CRM Marketing Manager to own CXM’s customer lifecycle marketing across 12 markets. You will use customer data, segmentation, automation, and personalised communications to improve activation, first-time deposits, retention, reactivation, and customer lifetime value. This is a hands-on role for someone who can build CRM journeys from the ground up, manage campaigns across multiple markets, and use performance data to continuously improve results. Key Objectives Build and launch at least 3 automated lifecycle journeys covering welcome/activation, retention, and reactivation within the first 6 months. Improve the current 9% lead-to-FTD conversion rate through targeted CRM activation campaigns. Support reducing churn to below 10% through structured retention and reactivation programmes. Build and maintain localised CRM journeys across all 12 markets . Maintain 99%+ deliverability and ensure all CRM activity meets applicable compliance requirements. Key Responsibilities Lifecycle & CRM Strategy Own customer journeys across onboarding, activation, conversion, retention, loyalty, VIP, churn prevention, and win-back. Define triggers, audiences, journey logic, exclusions, frequency caps, and exit criteria. Coordinate email and push communications to create a consistent customer experience. Campaigns & Automation Build, launch, and optimise automated CRM campaigns using platforms such as Mailgun, Braze, Klaviyo, or equivalent . Create targeted campaigns based on customer behaviour, lifecycle stage, market, language, and product. Manage promotional campaigns, newsletters, VIP communications, retention campaigns, and partner communications. Develop and maintain reusable email templates and content blocks. Segmentation & Personalisation Build and maintain customer segments, consent lists, exclusions, and communication rules. Configure personalised and dynamic content based on customer data. Work with Product, Analytics, and IT to define and validate data and event requirements. SQL knowledge is a strong advantage. Localisation Manage CRM communications across multiple languages and markets. Coordinate translation, editing, and linguistic QA. Ensure correct currencies, dates, links, variables, legal messaging, tone, and RTL requirements. Maintain master journeys and localisation matrices across all markets. Deliverability & Compliance Monitor deliverability, bounces, spam complaints, suppression lists, and domain/IP reputation. Maintain strong email hygiene and deliverability standards. Run detailed pre-launch QA covering audiences, links, variables, tracking, content, sender details, and scheduling. Ensure campaigns comply with consent, unsubscribe, data retention, and local regulatory requirements. Analytics & Optimisation Analyse CRM performance by market, language, segment, and customer lifecycle stage. Measure conversion, retention, churn, revenue, and incremental uplift — not just opens and clicks. Run A/B and holdout tests across offers, messaging, timing, frequency, channels, and journey structure. Maintain a clear optimisation backlog and turn insights into measurable improvements. Requirements Proven experience in CRM, lifecycle marketing, email marketing, or marketing automation . Hands-on experience building automated customer journeys. Strong understanding of segmentation, personalisation, triggers, and lifecycle strategy. Experience managing CRM across multiple markets and languages. Strong knowledge of email deliverability and campaign QA. Experience with Mailgun, Braze, Klaviyo, or similar CRM platforms . Strong analytical and data-driven mindset. Comfortable working with technical and data teams. Excellent attention to detail and ability to manage multiple campaigns simultaneously. Experience in FX, fintech, trading, igaming, or another regulated B2C envir