Senior CRM Manager

New Balance; Amsterdam; Hybrid; EUR 90,000 - 150,000; Full time

Benefits offered by this job

Discretionary Bonus Opportunity

Discount on health insurance

8% holiday allowance

Flexible Working Hours

Pension Scheme

25 days Annual Leave per year

Hybrid working

On-site Gym

Employee Discount

Work from-home allowance

Home working equipment

Sports subscription services

20 days remote per year

Wellbeing and Mental Health Support

Job summary

New Balance in Amsterdam is seeking a Senior Manager, CRM to lead the regional database marketing and membership strategy for EMEA. You will drive customer engagement, lifecycle programs, segmentation, and analysis to maximize revenue and CLV across markets.

You will manage a small team and partner with cross-functional groups to define personalization, measurement, and governance frameworks that enable scalable CRM initiatives and sustainable growth in the region.

Qualifications

• Extensive experience in database marketing, CRM, lifecycle marketing, loyalty or membership.
• Proven leadership and people-management experience.
• Track record of driving revenue, retention, engagement and CLV through CRM programs.
• Strong expertise in audience segmentation and personalized customer journeys.
• Ability to translate insights into growth opportunities and strategic recommendations.
• Solid understanding of privacy and data practices in the EMEA region.

Responsibilities

• Lead the regional CRM strategy for database marketing and membership in EMEA.
• Define audience, segmentation and personalization strategies across markets.
• Translate data into actionable insights informing marketing priorities and strategies.
• Develop and optimize lifecycle programs spanning acquisition, onboarding, engagement and reactivation.
• Grow membership through targeted programs and cross-functional collaboration.
• Partner with analytics, ecom, media and marketing teams to improve customer lifetime value.
• Establish measurement frameworks and reporting connecting CRM initiatives to outcomes.
• Lead a high-performing team across lifecycle management, campaign management and membership marketing.

Skills

Database marketing

CRM strategy

Lifecycle marketing

Audience segmentation

Stakeholder management

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 regardless of 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.