Regional CRM Lead — Growth & Personalisation

As CRM Manager (Customer Relationship Management), you will play a critical role in leading the delivery of our CRM program across the Americas/EMEA/LAC/APAC region while driving major strategic initiatives on a global scale. You will collaborate with stakeholders worldwide to scale and enhance our CRM capabilities and provide direct line management to team members as required. In this role, you will take full ownership of the Americas CRM landscape and agenda, working closely with a global, cross‑functional team to drive day‑to‑day CRM planning, management, and execution across the region. The primary focus will be to deliver sustainable growth through ongoing tactical and strategic campaign optimisation, supported by regular performance analysis and clear communication of insights back to the business.

Essential Duties and Responsibilities

• CRM Program Management: Responsible for owning and delivering best‑in‑class CRM strategy and execution across the customer lifecycle. This role combines strategic thinking with hands‑on delivery, using Braze as a core platform to drive personalised, timely, and high‑performing customer communications. You will play a key role in advancing CRM capability, embedding innovation, and delivering measurable commercial and customer outcomes.
• Own and lead the end‑to‑end delivery and performance of the CRM program across the Americas/EMEA/LAC/APAC region.
• Set the strategic direction for the Americas/EMEA/LAC/APAC CRM agenda, driving efficient day‑to‑day planning, management, and execution.
• Translate business objectives and customer insights into clear CRM plans and roadmaps.
• Champion a customer‑first, value‑led approach to CRM, aligned with best practice.
• Serve as the primary regional authority and escalation point for all CRM‑related activity.
• Lead the scoping, planning, and execution of major data, technology, and marketing automation initiatives to advance CRM capability and impact.
• Own CRM performance analysis and reporting across the region, delivering clear, actionable insights and recommendations to inform strategy, optimisation, and business decision‑making.
• CRM Expertise: Act as a Braze subject‑matter expert, owning campaign builds, Canvas journeys, segmentation, and orchestration.
• Design and deliver multi‑channel CRM activity leveraging Braze capabilities such as real‑time event triggers, dynamic content, and connected content to drive relevance and performance.
• Partner with technical teams to optimise data feeds, integrations, and event schemas.
• Drive advanced personalisation using behavioural, transactional, and preference data.
• Apply modern CRM techniques such as real‑time and event‑based messaging, AI‑driven send‑time optimisation, and message prioritisation.
• Proactively stay ahead of CRM innovation, identifying and piloting new features and emerging industry capabilities.
• Own the CRM testing and optimisation framework, including A/B testing and multivariate testing.
• Use performance data and insights to continuously optimise journeys, content, and cadence.
• Measure incrementality and ROI to demonstrate CRM impact on commercial outcomes.
• Monitor and report on CRM performance against KPIs, including engagement, conversion, retention, and revenue.
• Partner with analytics teams to define success metrics and improve reporting maturity.
• Translate data into actionable insights and recommendations for stakeholders.
• Provide leadership and management to CRM team members, ensuring effective delivery of the agreed CRM strategy while prioritising capability building, performance, and long‑term professional development.
• Act as the regional authority and subject‑matter expert for all CRM‑related initiatives, providing strategic guidance, best practices, and thought leadership across the organization.
• Foster strong collaboration with internal stakeholders and cross‑functional partners to ensure CRM initiatives are aligned with broader business and marketing objectives.
• Serve as the primary point of contact for our email service provider, managing the relationship to ensure strong performance, operational excellence, and ongoing platform optimisation.
• Partner closely with external vendors and technology partners as required to support CRM execution, innovation, and continuous improvement.

Behavioral Expectations

As CRM Manager, you will be expected to role‑model the behaviours aligned with our Ten Standards and our core values of being Member Focused, Trustworthy, and Pioneering. This requires a consistently positive, solution‑oriented, and collaborative approach to your work. You will demonstrate a strong customer‑centric mindset, advanced analytical capability, and the ability to manage multiple initiatives concurrently. A proactive approach to problem‑solving, coupled with a commitment to continuous improvement, will be critical to driving the ongoing success and evolution of our CRM initiatives. We encourage diverse philosophies, cultures and experiences. We appreciate diversity and are dedicated to creating an inclusive work environment for our employees.

This idea unites the teams at TEN. All aspects of our relationship, including the decision to hire, promote, discipline or terminate, will be based on merit, competence, performance and business needs.

Required skills: Data Analysis, Email Marketing, Team Leadership, KPI Metrics, A/B testing, Marketing Automation

Required languages: English