Director of Global CRM

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2025 is set to revolutionise how we connect with our global members. As we migrate to a next-generation eCRM platform, we\’re building on strong foundations to accelerate our move into cross-channel CRM and deeper personalisation, moving towards hyper-personalised communications with over 2M members worldwide.

Join Our Team as Director of Global CRM!

We are looking for a Director of Global CRM to drive this transformation. This high-impact, senior leadership role involves shaping and executing a global eCRM strategy to maximise engagement, retention, and lifetime value. You will own the end-to-end personalisation strategy, ensuring our marketing automation delivers business impact while expanding into channels like WhatsApp, LINE, content cards, and in-platform messaging.

You will manage a team of eCRM specialists, working with cross-functional teams to innovate in data-driven eCRM. The role requires a visionary leader who loves innovation but can also focus on execution and optimisation.

This role is ideal for a leader with expertise in eCRM, cross-channel marketing, automation, and AI-driven personalisation. If you thrive in a fast-paced, tech-driven environment, this is your opportunity to shape the future of global member engagement.

Key Responsibilities

• Leadership and Cross-Channel Strategy: Manage the funnel, driving activation, engagement, and retention by delivering tailored communication through appropriate channels, leveraging automation and real-time personalisation tools like Braze and Movable Ink. Implement AI-powered personalisation and ensure global alignment with local adaptation across regions.
• Data Analytics and Decision-Making: Use data analytics to refine strategies, develop dashboards, and track performance to enable informed decisions.
• Collaboration and Stakeholder Management: Maintain communication with key departments, collaborate with data and content teams, and manage relationships to align strategies with business objectives.
• Technical Proficiency: Demonstrate expertise with CRM platforms, automation, data integration, HTML coding, and algorithms to optimise CRM systems.
• Leadership and Team Development: Lead, motivate, and mentor a global team of CRM professionals, fostering a high-performance culture.
• Member-centric Focus: Enhance the member experience by understanding needs, developing growth strategies, and optimising touchpoints across channels.

Additional Context

As we evolve, this role will oversee a strategy integrating email, WhatsApp, chat (LINE), notifications, and browser messaging, blending AI, automation, and audience insights to ensure relevant, timely, and personalised interactions.

Requirements

• Extensive experience leading CRM and cross-channel marketing at scale, preferably in a global, multilingual environment.
• Strong technical knowledge of CRM platforms, personalisation tools, automation, and data integration (e.g., Movable Ink, Braze, Snowflake).
• Experience implementing AI-driven personalisation and journey orchestration.
• Proven ability to develop and execute lifecycle marketing strategies across channels.
• Exceptional leadership skills, with experience managing senior teams and collaborating across regions.
• Analytical mindset with advanced skills in campaign analysis, reporting, and optimisation.
• Strong project management skills in a fast-paced, global environment.

Location & Benefits

Preferably based in London with a hybrid working model (at least 2 days/week in the office). We offer competitive salary, share options, flexible working, generous leave, sabbaticals, loyalty rewards, and opportunities for global travel and growth within an inclusive, diverse culture.

Additional Notes

We encourage diversity and merit-based decisions. Ten works with a limited list of recruitment agencies and does not accept unsolicited resumes.

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