Senior Manager CRM Europe

PUMA SE; Herzogenaurach; On-site; EUR 80,000 - 110,000; Full time

Job summary

PUMA SE is seeking a seasoned CRM leader to drive Europe-wide customer lifecycle initiatives across Retail and E‑Commerce. You will own the CRM roadmap, oversee lifecycle campaigns, and elevate loyalty through personalization and automation.

You will collaborate with Brand Marketing, IT and Analytics to deliver measurable business impact and maintain global standards for membership programs. Fluent English required; additional European languages are a plus.

Qualifications

• University degree in Marketing, Business or related field.
• 6+ years of CRM, Lifecycle Marketing or Digital Marketing experience.
• Proven CRM programme management across multiple markets.
• Strong email marketing, segmentation and personalization skills.
• Hands-on with CRM platforms, databases and reporting tools.
• Leadership experience and mentoring abilities.
• Fluent in English; another European language is a plus.

Responsibilities

• Lead and develop PUMA Europe’s CRM strategy across Retail and E‑Commerce.
• Own the European CRM programme, lifecycle strategy and campaign roadmap.
• Drive acquisition, conversion, retention and loyalty through data-driven CRM.
• Manage CRM calendar in alignment with business objectives.
• Lead lifecycle marketing campaigns across channels, focusing on email.
• Develop customer journeys, personalization and automation programmes.
• Drive Membership Programme alignment with global standards.
• Collaborate with Brand Marketing, Retail, E‑Commerce and IT teams.
• Own CRM reporting, KPI tracking and performance analysis.
• Oversee testing, innovation and best practices across CRM activities.
• Manage CRM technologies and budgets to ensure ROI.
• Ensure privacy, deliverability, accessibility and brand standards.

Skills

CRM strategy

Lifecycle marketing

Email marketing

Customer analytics

Stakeholder management

Leadership

Project management

English fluency

Education

Marketing degree

Business/Digital degree

Tools

CRM platforms

Marketing automation tools

Salesforce Marketing Cloud

HubSpot

Marketo

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 BE YOU to let our individual talent and experience shine. Applying for a job at PUMA is easy.

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.
• 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 -with real judgment and accountability. We may use functions supported by Artificial Intelligence (AI) to carry out isolated organizational steps, such as scheduling interviews. These functions have no influence on decisions in the application process. We believe in creating spaces where everyone is welcome, celebrated, and empowered to contribute authentically. Because at PUMA, whoever wants to play, can play.

PUMA is a global sports brand creating footwear, apparel, and accessories that inspire athletes and everyday movers. The PUMA Group owns PUMA, Cobra Golf, and stichd, operates in 120+ countries, and has around 22,000 employees worldwide.

The PUMA corporate Headquarters are located in Herzogenaurach or Herzo, as we like to call our hometown, located in southern Germany close to Nuremberg. Every day, more than 1000 colleagues walk through our doors, ready to push sport and fashion forward. And if you’re lucky, you just might run into Usain Bolt or Antoine Griezmann walking down the hall.

PUMA Marketing is a highly engaged, driven and fun group! We communicate directly with our consumers daily, and work together to create stories that effectively reach and impact PUMA fans around the world. It don’t get any better than that!