CRM Channels & Performance Manager

Overview

Mission of the Position :

Lead and optimize CRM channel performance with the main goal of driving last-click demand and revenue through impactful campaigns and precise segmentation strategies.

This role focuses on managing all CRM channels to ensure the effective delivery of messages that convert, enhance commercial performance, and contribute directly to business growth.

Responsibilities

• Own the CRM channel strategy across Email Marketing, Automation (including Lifecycle and Trigger-based flows), SMS, WhatsApp, Push Notifications, and E-Wallet, with a strong focus on driving demand through impactful campaigns and ensuring strong commercial performance.
• Be accountable for CRM's revenue contribution, ensuring high-performing last-click campaigns and increasing CRM’s share within the overall digital revenue mix.
• Define and manage the CRM content and storytelling calendar, aligning with GTM moments and brand / product priorities.
• Lead the audience segmentation and targeting strategy to ensure maximum campaign effectiveness and relevance.
• Develop tailored strategies for each CRM channel to maximize reach, engagement, and conversion.
• Build and maintain monthly forecasts per channel based on the campaign plan, ensuring continuous tracking to support strategic planning and performance optimization.
• Analyze performance data and CRM KPIs to identify opportunities, test hypotheses, and continuously improve impact.
• Lead and provide strategic direction to a CRM Automation Specialist, ensuring clear prioritization, strong execution, and opportunities for professional growth.
• Coordinate the internal and external teams responsible for CRM channel execution, including the direct report, external agencies, and the Operations team (in charge of campaign delivery and technical implementation).
• Demonstrate strong ownership and a proactive mindset, contributing to the business with responsibility and initiative.

Requirements

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