About This Role
This CRM Manager role directly impacts how the company builds, develops, and maintains relationships with customers across its brand portfolio. The position is for a professional who views CRM beyond campaigns and automation, seeing it as a tool for customer understanding, retention, loyalty, and business growth. It requires transforming data into insights, insights into decisions, and each decision into a more relevant customer relationship.
Responsibilities
- Define and coordinate the CRM strategy and annual plans for each brand
- Develop the roadmap of initiatives based on estimated impact on revenue, retention, and customer experience
- Develop the architecture of lifecycle marketing programs, including onboarding, nurturing, reactivation, and cross-sell
- Define segments, frequency, channels, and communication prioritization rules
- Coordinate the strategy for activating and communicating loyalty programs with the Marketing team, from engagement mechanics to differentiated approaches for customer segments
- Contribute to the strategic direction of customer service and customer experience, focusing on integrating service interactions into the complete customer journey
- Develop the customer base segmentation model based on value, behavior, and lifecycle stage
- Define the CRM performance measurement framework, including attributed program revenue, retention, repeat purchase, NPS, and database health indicators
- Translate business needs into clear briefs and requirements for the IT team and Salesforce partners
- Prioritize the backlog and validate deliverables
- Ensure CRM governance, from data quality standards and contact rules to consent, GDPR, and process documentation
- Analyze and periodically present CRM performance to management, accompanied by insights and recommendations for future development directions
Requirements
- Minimum 5 years of experience in CRM, lifecycle marketing, retention management, or a comparable role
- Demonstrable experience in building CRM strategies and programs with measurable results
- Practical experience with enterprise marketing automation platforms
- Solid segmentation and analysis skills and the ability to transform data into relevant business decisions
- Direct collaboration experience with top management, technical teams, and external partners
- Ability to coordinate projects and stakeholders without direct hierarchical authority
- Native level Romanian and professional level English
- Completed higher education
Nice to have:
- Experience in a multi-brand business or an organization with multiple business units
- Experience in developing or managing loyalty programs
