Senior CRM Manager - Advocacy

Wise; Greater London; On-site; GBP 62,000 - 88,000; Full time

Job summary

Wise in London is seeking a Senior CRM Manager to lead CRM strategy across Invite and Pricing, driving commercial growth through referrals and price leadership. You will own lifecycle management, segmentation, incentives, and multichannel comms (email, push, in-app), coordinating with Product, Analytics, and Marketing teams.

The role focuses on communicating Wise's value, expanding referrals, and ensuring compliant, personalised customer experiences across international campaigns.

Qualifications

• 5+ years of senior CRM experience with lifecycle management.

Responsibilities

• Develop and manage Invite CRM strategy including lifecycle management and incentives.
• Own Pricing CRM strategy to communicate value and drive referrals.
• Coordinate with Product, UX, Copy, and Analytics to align stakeholders.
• Segment customers using data-driven insights for tailored campaigns.
• Design and execute lifecycle campaigns to boost engagement and loyalty.
• Ensure CRM compliance, deliverability, and monthly reporting.

Skills

Lifecycle management

Segmentation

Stakeholder engagement

Cross-channel communications

Campaign planning

Tools

Braze

Looker

GA

Mixpanel

SQL

HTML/CSS

Shopify Liquid

Job description

• Compensation: GBP 62000 - GBP 88000 - yearly

Company Description

Wise is a global technology company, building the best way to move and manage the world’s money.
Min fees. Max ease. Full speed.

Whether people and businesses are sending money to another country, spending abroad, or making and receiving international payments, Wise is on a mission to make their lives easier and save them money.

As part of our team, you will be helping us create an entirely new network for the world's money.
For everyone, everywhere.

We’re all about bringing value to our customers who deserve first-class communications so they make the most of their Wise account.
We’re building money without borders for people and businesses and we need your help to make our Global customer comms best-in-class.

So we’re looking for a Senior CRM Manager to join our CRM team and independently lead, own, and drive CRM strategy and implementation across Invite and Pricing, with a focus on driving commercial growth through referrals and price leadership.

The Senior CRM Manager will own how we bring Wise’s price advantage to life through CRM — helping customers understand the value they get from Wise and using that value as a railway to advocacy and referrals.

Alongside this, you’ll own and evolve our Invite CRM strategy, identifying the right customer moments, propositions and incentives to encourage more customers to recommend Wise.

Ultimately, your role is to connect price leadership and referrals: demonstrating Wise’s value in ways that help more customers choose Wise, use Wise and recommend Wise to others.

The role will be based in London and will deliver best-in-class customer communications. The role will report into the London CRM team and follow the processes and practices agreed within the CRM team.

CRM at Wise is about making sure we develop the best global and regional lifecycle communications as well as keeping up with demand from other sides of the business.

We’re problem solvers - we work with our Product, Marketing Tech, Analytics, UX Research and Product Marketing teams to define and execute the strategy for product and marketing customer comms, across multiple channels (email, push notifications, in-app messages).

This role requires someone who can not only participate in these wider conversations but also proactively drive their area to achieve significant impact.

Your Mission:

As an individual contributor, you will excel in both strategic planning and some hands-on execution across our Invite and Pricing plans through CRM channels.

Develop and independently manage our Invite CRM strategy, including customer lifecycle management, segmentation, incentives and engagement initiatives.

Own the CRM strategy for Pricing, ensuring customers understand the value they receive from choosing Wise.

Use price leadership as a railway to referrals, connecting customers’ experience of Wise’s value with advocacy: helping customers recognise the value they receive and giving them compelling reasons and moments to recommend Wise to others.

Manage internal technical and non-technical stakeholder communication (Product Managers, UX Researchers, Designers, Copywriters, Engineers, Analysts, etc.) effectively influencing and aligning diverse teams.

Utilise data-driven insights to segment our customers effectively, ensuring that each segment receives tailored and relevant communication and offerings.

Design and independently manage effective customer lifecycle management strategies to drive long-term engagement and loyalty through continuous optimisation.

Analyse campaign performance and use data and insights to identify and implement opportunities for increasing engagement and conversion rates at all stages of the customer’s lifecycle journey always with an eye on measurable impact.

Manage the customer database health with a focus on retention and engagement: make sure all comms are in line with CRM best practices, compliance requirements, through appropriate channels and without errors.

Responsible for email calendar management, deliverability and monthly reporting.

Implement the localisation process for Wise’s international campaigns

Maintain and implement a clear A/B testing plan.

Your Mission:

As an individual contributor, you will excel in both strategic planning and hands-on execution for our Referral plans through CRM channels.

Develop and independently manage our Key Customers CRM strategy, including customer lifecycle management, segmentation, and engagement initiatives. This role involves collaborating closely with Partnerships & Affiliates and Referrals teams to implement strategic approaches for these two important areas.

Manage internal technical and non-technical stakeholder communication (Product Managers, UX Researchers, Designers, Copywriters, Engineers, Analysts, etc.) effectively influencing and aligning diverse teams.

Utilise data-driven insights to segment our customers effectively, ensuring that each segment receives tailored and relevant communication and offerings.

Design and independently manage effective customer lifecycle management strategies to drive long-term engagement and loyalty through continuous optimisation.

Analyse campaign performance and use data and insights to identify and implement opportunities for increasing engagement and conversion rates at all stages of the customer’s lifecycle journey always with an eye on measurable impact.

Manage the customer database health with a focus on retention and engagement: make sure all comms are in line with CRM best practices, compliance requirements, through appropriate channels and without errors.

Responsible for email calendar management, deliverability and monthly reporting.

Implement the localisation process for Wise’s international campaigns

Maintain and implement a clear A/B testing plan.

Qualifications

Senior level experience in a CRM role (5+ years), with strong focus on segmentation, lifecycle management and stakeholder engagement.

Comfortable working with different departments and senior stakeholders, including C-level executives. You can build relationships and alignment, but are also confident in challenging assumptions and pushing back constructively when necessary to ensure the best outcome for our customers and the business.

A true self-starter and impact-driven individual: you thrive on taking full ownership of projects with limited oversight and are adept at driving initiatives independently, without relying on others for execution. You embrace autonomy over rigid structure and are not afraid to take full responsibility for your work and its outcomes.

Strong track record of successful cross-channel (email, push, in-app messages etc.) lifecycle comms.

End-to-end planning, development and execution of large-scale engaging lifecycle campaigns.

Customer-first attitude: can demonstrate ability to put yourself in customer shoes and have a deep understanding of customer segmentation.

Excellent verbal and written communication skills and strive to have a customer-first mindset.

Technically-savvy with a creative eye. You are comfortable with technical matters, including the hands-on creation of emails and canvases within CRM platforms, and you also care deeply about how your comms look and the message they send to your customers.

Quick learner and problem solver with a strong analytical mindset and eager to learn and develop with a passion for using data to improve campaign performance.

Experience in a product-driven environment

Competency in coding HTML, CSS or Shopify Liquid.

Experience using SQL and other analytical tools (Looker, GA, MixPanel etc.)

Experience using Braze or similar cross-channel marketing platforms.

Experience working in an international organisation.

Additional Information

For everyone, everywhere. We're people building money without borders — without judgement or prejudice, too. We believe teams are strongest when they are diverse, equitable and inclusive.

We're proud to have a truly international team, and we celebrate our differences.
Inclusive teams help us live our values and make sure every Wiser feels respected, empowered to contribute towards our mission and able to progress in their careers.

If you want to find out more about what it's like to work at Wise visitWise.Jobs .

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