Senior Manager CRM Europe

puma; Deutschland; On-site; EUR 90,000 - 130,000; Full time

Job summary

PUMA is seeking a Senior Manager CRM Europe to lead and evolve CRM strategy across Retail and E‑Commerce in Europe, driving customer acquisition, engagement, loyalty, retention and lifetime value. You will translate data insights into impactful campaigns and seamless omnichannel experiences.

You will lead a CRM team, manage budgets, forecasts, and performance reporting, and collaborate with Brand Marketing, Retail, E‑Commerce, Merchandising, IT and Analytics to deliver personalized journeys,

Qualifications

• Experience in CRM, lifecycle marketing, and omnichannel campaigns.
• Proven track record across multiple markets.
• Strong analytical mindset and data-driven decision making.
• Hands-on with CRM tools and marketing automation.
• Excellent stakeholder communication and leadership potential.

Responsibilities

• Lead the European CRM strategy across Retail and E‑Commerce.
• Own the CRM programme, lifecycle strategy, and campaign roadmaps.
• Drive acquisition, conversion, retention, loyalty, and CLV.
• Plan, execute, optimize, and report lifecycle campaigns across touchpoints.
• Develop personalized journeys and automation programs.
• Oversee budgets, forecasting, and resource allocation.

Skills

CRM Strategy

Lifecycle Marketing

Customer Engagement

Campaign Management

Data-driven Marketing

Stakeholder Management

Leadership

Mentoring

Education

University degree in Marketing or related field

Tools

CRM platforms

Marketing automation

Reporting tools

Job description

SPEED & SPIRIT is what we look for in our candidates, defined by some simple values that inspire us to BE DRIVEN in our performance, BE VIBRANT in our sporting legacy, BE TOGETHER in our team spirit, and to let our individual talent and experience shine. Applying for a job at PUMA is easy.

YOUR MISSION

As Senior Manager CRM Europe, you will lead and evolve PUMA's CRM strategy across Retail and E-Commerce, driving customer acquisition, engagement, loyalty, retention, and lifetime value. You will ensure best-in-class CRM execution while shaping the future of customer engagement, membership, personalization, and lifecycle marketing across Europe.

You will act as the key CRM expert and strategic partner across multiple functions, translating customer insights into impactful campaigns and seamless omnichannel experiences. In addition, you will lead and develop a CRM Manager while driving operational excellence and continuous innovation within the CRM function.

Your Responsibilities

• Lead and continuously develop PUMA Europe's CRM strategy across Retail and E-Commerce, aligned with the global CRM framework.
• Own the European CRM programme, customer lifecycle strategy, and CRM campaign roadmap.
• Drive customer acquisition, conversion, retention, loyalty, and customer lifetime value through data-driven CRM initiatives.
• Manage and prioritize the European CRM calendar in alignment with commercial, marketing, and business objectives.
• Lead the planning, execution, optimization, and reporting of lifecycle marketing campaigns across multiple customer touchpoints, with a strong focus on email marketing and automation.
• Develop and enhance customer journeys, personalization strategies, segmentation approaches, and automated lifecycle programmes.
• Act as a key driver of PUMA Europe's Membership Programme, ensuring alignment with global standards while elevating local customer engagement.
• Collaborate closely with Brand Marketing, Retail, E-Commerce, Merchandising, Media, IT, Analytics, and Global CRM teams to maximize business impact.
• Own CRM reporting, KPI tracking, and performance analysis to identify opportunities and continuously improve campaign effectiveness.
• Drive testing, experimentation, innovation, and best practices across all CRM activities.
• Manage CRM technologies and capabilities, partnering with internal and external stakeholders to support future growth and innovation.
• Oversee CRM budgets, forecasting, and investment tracking to ensure efficient resource allocation and strong commercial return.
• Ensure compliance with privacy, deliverability, accessibility, customer experience, and brand standards.
• Create, plan, and execute newsletters for both e-commerce and retail channels to drive customer engagement, retention, and sales. Manage newsletter activities on a day-to-day basis, ensuring timely execution and consistent communication across all channels according to seasonality and product launches.

Your Talent

• University degree in Marketing, Business Administration, Digital Commerce, Communications, or a related field.
• 6+ years of experience in CRM, Lifecycle Marketing, Customer Engagement, or Digital Marketing, ideally within Retail, Sports, Fashion, or Consumer Goods.
• Proven experience managing CRM programmes across multiple markets and customer touchpoints.
• Strong expertise in email marketing, customer lifecycle management, segmentation, personalization, and marketing automation.
• Deep understanding of customer journeys, loyalty programmes, membership strategies, and omnichannel customer engagement.
• Strong analytical mindset with experience translating customer insights and campaign performance into business actions.
• Hands-on experience with CRM platforms, customer databases, marketing automation tools, and reporting solutions.
• Demonstrated project management skills with the ability to manage multiple priorities in a fast-paced environment.
• Strong stakeholder management and communication skills with the ability to influence cross-functional teams.
• First leadership experience and a passion for coaching, mentoring, and developing talent.
• Highly organized, detail-oriented, and solutions-focused, with a continuous improvement mindset.
• Fluent in English, both written and spoken. Another european language is a plus.

PUMA provides equal opportunities for all job applicants, regardless of race, color, religion, national origin, sex, gender identity or expression, sexual orientation, age, or disability. Equality for all is one of the core principles at PUMA and we do not tolerate any form of harassment or discrimination.

At PUMA, every application is reviewed by real people who are committed to fairness, transparency, and equal opportunity - no matter your background, identity, or experience.To ensure our process stays true to these values, no automated systems or AI tools are used to make hiring decisions. Every decision is made by real people