CRM Marketing Manager

Embedded Shishya; Gopalganj; Hybrid; INR 8,507,000 - 11,342,000; Full time

Job summary

Embedded Shishya is seeking a CRM Marketing Manager to own the customer lifecycle across 12 markets in a fully remote setup. You will design and implement CRM journeys, use data to improve activation, retention, and LTV, and collaborate with Product, Analytics, and IT for data requirements.

The role is hands-on, requires building journeys from scratch, and managing campaigns across markets and languages with a focus on deliverability, compliance, and high-quality customer experiences.

Qualifications

• Proven experience in CRM, lifecycle marketing, or marketing automation.
• Hands-on building automated customer journeys.
• Segmentation, personalisation, triggers, lifecycle strategy.
• Experience managing CRM across multiple markets & languages.
• Email deliverability and QA expertise.
• Experience with Mailgun, Braze, Klaviyo or similar.
• Strong analytical, data-driven mindset.
• Comfortable working with technical and data teams.
• Attention to detail; able to manage multiple campaigns.
• Experience in regulated B2C (FX/fintech/trading/igaming) desirable.
• Able to work independently in fully remote environment.

Responsibilities

• Own customer journeys across onboarding, activation, conversion, retention, loyalty, VIP, churn prevention, and win-back.
• Define triggers, audiences, journey logic, exclusions, frequency caps, and exit criteria.
• Coordinate email and push communications for a consistent customer experience.
• Build, launch, and optimise automated CRM campaigns using Mailgun, Braze, Klaviyo or equivalent.
• Create targeted campaigns based on behavior, lifecycle stage, market, language, and product.
• Manage promotional campaigns, newsletters, VIP communications, retention campaigns, and partner communications.
• Develop and maintain reusable email templates and content blocks.

Skills

CRM

Lifecycle Marketing

Email Marketing

Marketing Automation

Multi-market

Deliverability

Data-driven

Attention to detail

Remote work

Tools

Mailgun

Braze

Klaviyo

Job description

Headquarters: Armenia

URL: http://cxmdirect.com

CRM Marketing Manager

Reporting to: CMO

Location: Fully Remote

Markets: 12

About the Role

We are looking for a CRM Marketing Manager to own CXM’s customer lifecycle marketing across 12 markets. You will use customer data, segmentation, automation, and personalised communications to improve activation, first-time deposits, retention, reactivation, and customer lifetime value.

This is a hands-on role for someone who can build CRM journeys from the ground up, manage campaigns across multiple markets, and use performance data to continuously improve results.

Key Objectives

• Build and launch at least 3 automated lifecycle journeys covering welcome/activation, retention, and reactivation within the first 6 months.
• Improve the current 9% lead-to-FTD conversion rate through targeted CRM activation campaigns.
• Support reducing churn to below 10% through structured retention and reactivation programmes.
• Build and maintain localised CRM journeys across all 12 markets.
• Maintain 99%+ deliverability and ensure all CRM activity meets applicable compliance requirements.

Lifecycle & CRM Strategy

• Own customer journeys across onboarding, activation, conversion, retention, loyalty, VIP, churn prevention, and win-back.
• Define triggers, audiences, journey logic, exclusions, frequency caps, and exit criteria.
• Coordinate email and push communications to create a consistent customer experience.

Campaigns & Automation

• Build, launch, and optimise automated CRM campaigns using platforms such as Mailgun, Braze, Klaviyo, or equivalent.
• Create targeted campaigns based on customer behaviour, lifecycle stage, market, language, and product.
• Manage promotional campaigns, newsletters, VIP communications, retention campaigns, and partner communications.
• Develop and maintain reusable email templates and content blocks.

Segmentation & Personalisation

• Build and maintain customer segments, consent lists, exclusions, and communication rules.
• Configure personalised and dynamic content based on customer data.
• Work with Product, Analytics, and IT to define and validate data and event requirements.
• SQL knowledge is a strong advantage.

Localisation

• Manage CRM communications across multiple languages and markets.
• Coordinate translation, editing, and linguistic QA.
• Ensure correct currencies, dates, links, variables, legal messaging, tone, and RTL requirements.
• Maintain master journeys and localisation matrices across all markets.

Deliverability & Compliance

• Monitor deliverability, bounces, spam complaints, suppression lists, and domain/IP reputation.
• Maintain strong email hygiene and deliverability standards.
• Run detailed pre-launch QA covering audiences, links, variables, tracking, content, sender details, and scheduling.
• Ensure campaigns comply with consent, unsubscribe, data retention, and local regulatory requirements.

Analytics & Optimisation

• Analyse CRM performance by market, language, segment, and customer lifecycle stage.
• Measure conversion, retention, churn, revenue, and incremental uplift — not just opens and clicks.
• Run A/B and holdout tests across offers, messaging, timing, frequency, channels, and journey structure.
• Maintain a clear optimisation backlog and turn insights into measurable improvements.

Requirements

• Proven experience in CRM, lifecycle marketing, email marketing, or marketing automation.
• Hands-on experience building automated customer journeys.
• Strong understanding of segmentation, personalisation, triggers, and lifecycle strategy.
• Experience managing CRM across multiple markets and languages.
• Strong knowledge of email deliverability and campaign QA.
• Experience with Mailgun, Braze, Klaviyo, or similar CRM platforms.
• Strong analytical and data-driven mindset.
• Comfortable working with technical and data teams.
• Excellent attention to detail and ability to manage multiple campaigns simultaneously.
• Experience in FX, fintech, trading, igaming, or another regulated B2C environment is highly desirable.
• Able to work independently in a fully remote environment.

Ideal Candidate Background

The strongest candidates are likely to be currently working as a:

• CRM Manager / Lifecycle Marketing Manager
• Email Marketing Manager
• Marketing Automation Specialist
• Retention Marketing Manager
• CRM-focused Digital Marketing Manager

Experience with high-volume B2C customer journeys, FTD/conversion funnels, retention, reactivation, and regulated markets will be particularly valuable.

Benefits

What We Offer

• Fully remote working with minimal meeting overhead.
• Ownership of CRM across 12 international markets.
• Genuine opportunity to build and improve the customer lifecycle function.
• An established business with the resources and budget to execute ambitious CRM initiatives.
• Freedom to test, learn, and implement new ideas.
• Competitive, above-market compensation.
• KPI-linked bonus connected directly to CRM and business performance.

Recruitment Process

• Stage 1: HR interview — experience, motivation, and fit.
• Stage 2: CMO interview — CRM expertise, strategy, and relevant experience.
• Stage 3: CEO interview, where required.