Senior CRM Manager

New Balance Europe B.V.; Amsterdam; Hybrid; EUR 100,000 - 140,000; Full time

Benefits offered by this job

Discretionary Bonus Opportunity

Discount on health insurance

8% holiday allowance

Hybrid working

Pension Scheme

25 days Annual Leave

Travel allowance

On-site Gym

Employee Discount

Work from-home allowance

Home working equipment

Wellbeing program

Mental health support

Job summary

New Balance Europe B.V. is seeking a Senior Manager, CRM to lead regional database marketing and customer engagement across EMEA. You will maximize customer value by transforming insights into CRM programs, lifecycle initiatives and audience strategies that drive revenue, retention and CLV.

You will partner with regional and global teams to scale membership engagement and loyalty. You will oversee lifecycle, email campaigns and membership efforts, guiding a small team to connect data insights

Qualifications

• Proven years of experience in database marketing, CRM, lifecycle marketing, loyalty or membership.
• Experience leading and developing teams with cross-functional stakeholders.
• Track record of driving revenue, retention, engagement and CLV via CRM programs.
• Strong understanding of audience segmentation, journeys, personalization and privacy best practices in EMEA.

Responsibilities

• Lead the regional CRM strategy for EMEA, focusing on data-driven customer engagement and membership growth.
• Define audience, segmentation and personalization to improve communications across markets.
• Translate data into insights to inform marketing priorities and programs.
• Develop and optimize lifecycle programs to drive acquisition, onboarding, engagement and reactivation.
• Collaborate with global teams to share best practices and align CRM initiatives.

Skills

CRM strategy

Lifecycle marketing

Audience segmentation

Customer journeys

Membership programs

Job description

Who We Are:

Since 1906, New Balance has empowered people through sport and craftsmanship to create positive change in communities around the world. We innovate fearlessly, guided by our core values and driven by the belief that conventions were meant to be challenged. We foster a culture in which every associate feels welcomed and respected, where leaders and creatives are inspired to shape the world of tomorrow by taking bold action today.

JOB MISSION:

New Balance are looking for a Senior Manager, CRM who will be responsible for leading the regional strategy for database marketing, customer engagement, membership growth and acquisition for EMEA.

You will be responsible for maximizing the value of customer and audience data, transforming insights into actionable CRM programs, audience strategies, campaigns and lifecycle initiatives that drive revenue, retention, customer engagement and CLV.

In this role you are responsible for defining how customer data is leveraged across the region to create more personalized, relevant and impactful customer experiences.

You will partner closely with regional, cross functional and global teams to identify growth opportunities, establish best practices and develop programs that strengthen membership engagement and loyalty.

Leading a small team responsible for lifecycle, (email) campaigns and membership, you will play a critical role in connecting customer insights, analytics, audience strategies, and CRM execution to support business goals in EMEA.

MAJOR ACCOUNTABILITIES:

Serve as the subject matter expert for database marketing, CRM strategy, customer segmentation, lifecycle marketing and membership.

Develop and lead the database marketing and CRM strategy for the region, ensuring customer and audience data are used effectively to drive business growth, engagement and long-term customer value.

Define audience, segmentation and personalization strategies that enable more relevant and effective customer communications across markets and channels.

Translate customer, membership, and behavioural data into actionable insights that inform marketing strategies, commercial priorities and customer engagement programs.

Lead the development and optimization of lifecycle programs that drive acquisition, onboarding, engagement retention, loyalty and reactivation.

Develop and evolve the regional membership marketing strategy, driving acquisition, engagement and retention for EMEA markets, as well as partnering with global teams membership integration across markets.

Partner with consumer insights and analytics, ecom, media and marketing teams to deepen customer understanding, and identify opportunities to improve customer performance and lifetime value.

Develop measurement frameworks and reporting that connects CRM initiatives, membership performance and database marketing activities to drive business outcomes.

Instil a culture of testing, learning and optimization across CRM channels, customer journey and audience programs.

Collaborate with the omni experience manager, as well as with Global CRM and membership teams to share insights, learnings, and best practices as well as identifying opportunities to drive growth.

Establish EMEA best practices, heling markets increase their knowledge in customer understanding, audience activation and data driven decision making.

Lead and develop a high performing team across lifecycle management, campaign management and membership marketing, fostering a culture of accountability, collaboration, innovation and always learning.

REQUIREMENTS FOR SUCCESS:

Relevant years of experience in database marketing, CRM, lifecycle marketing, loyalty or membership.

Proven people management experience and demonstrated leadership abilities, working with various teams and stakeholders.

Proven success in developing customer engagement and database marketing strategies that drive measurable improvements in revenue, retention, engagement and CLV.

Strong expertise in audience segmentation, customer journeys, lifecycle marketing, membership programs and personalization.

Deep understanding of how customer and audience data can be leveraged to create business value and improve marketing effectiveness.

Strong commercial acumen with the ability to translate customer insights into growth opportunities and strategic recommendations.

Strong understanding of privacy, consent management and customer data best practices within the EMEA region.

Excellent communication and stakeholder management skills, with the ability to influence stakeholders and drive alignment across regional and global teams.

BENEFITS:

• Discretionary Bonus Opportunity
• Discount on the health insurance
• 8% holiday allowance
• Flexible Working Hours
• Pension Scheme
• 25 days Annual Leave per year
• Up to €300 travel allowance each month
• Hybrid working
• On-site Gym
• Employee Discount
• Work from-home allowance
• Home working equipment
• Sports subscription services
• Flexibility to work 20 days from anywhere each year
• Wellbeing and Mental Health Benefit (24/7 Employment Assistance Program & Support)

Equal Opportunity Employer: New Balance is committed to equality of opportunity for all current and prospective associates regarding age, disability, race, religion or belief, gender, sexual orientation, pregnancy and maternity, marriage and civil partnership and gender reassignment. We are an equal opportunity employer and support a culture of diversity and inclusion. If you have not already done so, please let us know if you require any support so we can make the right adjustments and considerations should they be required.

At New Balance, our job is to aid athletes in their pursuit of excellence, whether that means helping professional athletes set records and win medals, or propelling everyday athletes to achieve a new PR, run their first 5K or just to live a more healthy and active lifestyle.

Our products are the perfect blend of function and fashion, giving you the performance technology you need and the style you want.

Our associates around the world bring these goals to life with their high-level skills and creativity.

While we offer the best product on the market, we’re also equally committed to giving back. So while we look to succeed, we believe in ensuring others have the same opportunity.