Senior Manager - e-CRM

GMG; Dubai; On-site; AED 350,000 - 600,000; Full time

Job summary

GMG is seeking a Senior Manager – eCRM to lead the strategic development and execution of the company\'s eCRM across push notifications, email newsletters, WhatsApp, SMS and web notifications. The role focuses on enhancing loyalty, retention and lifetime value through advanced segmentation and automated journeys.

The incumbent will mentor a high‑performing eCRM team and collaborate with analytics, creative and product teams to plan impactful campaigns, set KPIs, manage budgets, and drive

Qualifications

• Deep expertise in CRM platforms, automation tools, and analytics.
• Experience leading CRM strategy and multi-channel campaigns.
• Strong leadership and decision-making abilities.
• Understanding of customer lifecycle marketing and data-driven segmentation.
• Knowledge of emerging CRM trends.

Responsibilities

• Strategic development, overseen eCRM initiatives and multi-channel campaigns.
• Optimize retention and lifecycle marketing to boost engagement.
• Lead segmentation and personalization to maximize campaign impact.
• Establish KPIs, analyze campaign effectiveness and drive improvements.
• Manage budgets, forecasts and vendor relationships for optimization.

Skills

CRM platforms

Automation tools

Analytics

Leadership & decision-making

Lifecycle marketing & segmentation

Innovation in CRM trends

Education

Bachelor’s degree in Marketing or Business

Tools

Salesforce Marketing Cloud

MoEngage

Braze

Klaviyo

Job description

The Senior Manager – eCRM leads the strategic development and execution of the company's eCRM strategy across key digital channels, including push notifications, email newsletters, WhatsApp, SMS, and web notifications. This role is responsible for enhancing customer loyalty, retention, and lifetime value through advanced segmentation and automated customer journeys. The incumbent will drive data‑driven marketing strategies while leading and mentoring a high‑performing eCRM team.

Strategic eCRM Development & Execution

• Develop, implement, and oversee strategic eCRM initiatives and multi‑channel campaigns
• Optimize customer retention strategies and lifecycle marketing initiatives to enhance engagement
• Lead segmentation strategies and personalization techniques to maximize campaign effectiveness

Performance Analysis & Optimization

• Establish key performance indicators (KPIs) and analyze campaign effectiveness to drive continuous improvements
• Utilize data insights to refine targeting, messaging, and automation workflows
• Ensure alignment of eCRM strategies with business objectives and customer behavior trends
• Manage eCRM budgets, forecasts, and vendor relationships to optimize investments
• Evaluate and implement new technologies to enhance campaign performance

Cross‑Functional Collaboration

• Work closely with analytics, creative, and product teams to plan and execute impactful campaigns
• Align eCRM strategies with broader digital marketing and brand communication objectives
• Lead, mentor, and manage a team of eCRM Executives and Senior Executives
• Foster a culture of collaboration, innovation, and continuous learning within the team

People Management

The incumbent is responsible for setting clear objectives and performance targets in collaboration with team members, ensuring alignment with overall organizational goals. This role involves actively mentoring, guiding, and providing direction to the team to cultivate skill development, operational efficiency and continuous improvement. The incumbent applies structured performance management practices to monitor progress, troubleshoot issues and drive the team towards achieving periodic KPIs. Through strategic oversight and regular feedback the incumbent fosters a results‑oriented environment, empowering the team to meet and exceed established benchmarks while supporting both individual and collective growth.

Qualifications

• Deep expertise in CRM platforms, automation tools, and analytics
• Strong leadership, strategic thinking, and decision‑making abilities
• Comprehensive understanding of customer lifecycle marketing and data‑driven segmentation
• Ability to drive innovation and adapt to emerging CRM trends

Educational Qualifications

• Bachelor’s degree in Marketing, Business, or a related discipline

Experience

• 10 years+ with 5 years related experience and at least 3 years of managerial experience

Certifications

• Certifications in CRM platforms (e.g., Salesforce Marketing Cloud, MoEngage, Braze, Klaviyo) are preferred
• Additional certifications in Digital Marketing, Data Analytics, or Automation are an advantage