CRM Director

Paysend; Greater London; On-site; GBP 120,000 - 180,000; Full time

Job summary

Paysend is seeking a Consumer CRM Director to own the global CRM strategy and transform CRM into a major growth engine. You will lead the CRM team, drive activation, engagement and lifetime value across the customer lifecycle, and partner with Product, Data and Marketing to deliver measurable business impact.

You will build AI-driven personalisation, prioritise growth roadmaps, and create robust reporting linking CRM activity to revenue and retention across geographies.

Qualifications

• 8+ years of experience in CRM, Lifecycle Marketing, Retention or Consumer Growth.
• Experience leading and developing high-performing CRM or Lifecycle teams.
• Proven track record of transforming CRM from a campaign execution function into a major growth engine.
• Strong understanding of customer lifecycle, customer behaviour, retention and lifetime value.
• Experience building and scaling experimentation programmes with measurable business impact.
• Strong analytical skills with the ability to turn customer data into growth opportunities and business decisions.
• Hands-on experience with Braze or a similar lifecycle marketing platform.
• Comfortable working across Product, Marketing, Analytics and Data teams.
• Experience in fintech, payments or another high-growth digital consumer business is a strong advantage.

Responsibilities

• Own the global CRM strategy across the full customer lifecycle.
• Lead and develop a high-performing CRM team, creating a culture of experimentation, accountability, customer focus and continuous improvement.
• Build CRM into one of Paysend’s core growth engines, delivering measurable business impact.
• Drive improvements in activation, repeat transactions, retention, reactivation and customer lifetime value.
• Build and prioritise a roadmap of growth initiatives based on customer behaviour, data and business opportunities.
• Create a strong experimentation culture with continuous A/B testing, clear learning and measurement of incremental business impact.
• Develop personalised customer journeys based on behavioural triggers instead of calendar campaigns.
• Introduce AI-driven personalisation and predictive lifecycle capabilities where they create real value for customers and the business.
• Partner closely with Product, Data, Analytics, Marketing and Regional teams to improve customer experience and business performance.
• Build reporting that clearly connects CRM activity with business outcomes, including retention, transaction volume, revenue contribution and lifetime value.

Skills

CRM Strategy

Lifecycle Marketing

Team Leadership

A/B Testing

Analytics

Braze

Fintech Experience

Tools

Braze

Job description

About The Role

At Paysend, we believe CRM should be much more than a communication channel. We want it to become one of our biggest growth engines alongside Performance Marketing, Organic Growth and Referral.

We are looking for a Consumer CRM Director to lead this transformation.

You will own the global CRM strategy, lead the CRM team and be accountable for the commercial impact of CRM across the full customer lifecycle. Your mission is to turn CRM into a measurable growth engine that drives customer activation, engagement, retention, reactivation and lifetime value.

This role is about building a growth function, not just running campaigns. We are looking for someone who has already transformed CRM into a major growth engine and knows how to turn customer insights into business results.

What You’ll Do (Responsibilities)

• Own the global CRM strategy across the full customer lifecycle.
• Lead and develop a high-performing CRM team, creating a culture of experimentation, accountability, customer focus and continuous improvement.
• Build CRM into one of Paysend’s core growth engines, delivering measurable business impact.
• Drive improvements in activation, repeat transactions, retention, reactivation and customer lifetime value.
• Build and prioritise a roadmap of growth initiatives based on customer behaviour, data and business opportunities.
• Create a strong experimentation culture with continuous A/B testing, clear learning and measurement of incremental business impact.
• Develop personalised customer journeys based on behavioural triggers instead of calendar campaigns.
• Introduce AI-driven personalisation and predictive lifecycle capabilities where they create real value for customers and the business.
• Partner closely with Product, Data, Analytics, Marketing and Regional teams to improve customer experience and business performance.
• Build reporting that clearly connects CRM activity with business outcomes, including retention, transaction volume, revenue contribution and lifetime value.

What You’ll Need To Be Successful In This Role

• 8+ years of experience in CRM, Lifecycle Marketing, Retention or Consumer Growth.
• Experience leading and developing high-performing CRM or Lifecycle teams.
• Proven track record of transforming CRM from a campaign execution function into a major growth engine.
• Strong understanding of customer lifecycle, customer behaviour, retention and lifetime value.
• Experience building and scaling experimentation programmes with measurable business impact.
• Strong analytical skills with the ability to turn customer data into growth opportunities and business decisions.
• Hands-on experience with Braze or a similar lifecycle marketing platform.
• Comfortable working across Product, Marketing, Analytics and Data teams.
• Experience in fintech, payments or another high-growth digital consumer business is a strong advantage.

Success In This Role

Success in this role will be measured by your ability to:

• Make CRM one of Paysend’s key growth engines.
• Deliver measurable improvements in customer activation, retention, reactivation and lifetime value.
• Increase the contribution of CRM to transaction volume, revenue and long-term customer value.
• Build a culture where decisions are driven by customer data, experimentation and continuous learning.
• Develop a high-performing CRM team that consistently delivers measurable business impact.

This is an opportunity to build something meaningful.

You won’t be joining a business where CRM is only about campaigns. You’ll have the opportunity to shape the strategy, build new capabilities, influence product decisions and define how millions of customers engage with Paysend.

If you enjoy solving hard growth problems, building strong teams and creating measurable business impact, we’d love to hear from you.

Why Join Paysend?

• Make a Global Impact: Join a company that is transforming how people and businesses move money around the world. Your work will contribute to products and services that help millions of customers stay connected globally.
• Own Meaningful Outcomes: We empower our people to take ownership, make decisions, and drive real impact. You'll have the opportunity to shape solutions, challenge the status quo, and see the results of your work firsthand.
• Grow with Us: As a fast-growing global fintech, we offer opportunities to learn, develop new skills, take on new challenges, and advance your career across functions and geographies.
• Collaborate with Exceptional People: Work alongside talented colleagues from diverse backgrounds and disciplines who are united by a shared ambition to build, innovate, and deliver great outcomes for our customers.
• Move Fast and Make Things Happen: We value action, curiosity, and continuous improvement. You'll be part of a culture that encourages experimentation, embraces change, and focuses on delivering meaningful results.
• Be Part of Our Journey: We're building the future of the global money movement. Join us at an exciting stage of growth where your ideas, expertise, and contributions can help shape what's next.