Global Lifecycle Marketing, CRM Senior Manager

• Define the annual and quarterly global lifecycle and CRM roadmap aligned with customer-centric strategies and commercial objectives
• Shift the organization from email execution to comprehensive customer lifecycle management and map end-to-end user journeys
• Drive strategy and optimization for onboarding, cart/browse abandonment, and win-back programs
• Establish KPIs, growth targets, and resource allocation for the lifecycle marketing group
• Establish ways of working between global and regional teams and create templates and toolkits
• Oversee and unify CRM strategies and processes for Gaming and Personal Workspace categories
• Coach, mentor, and upskill the internal CRM team
• Foster continuous learning in CRM platforms and methodologies
• Build and manage A/B and multivariate testing frameworks across the team and agencies
• Own utilization and optimization of the Customer Data Platform and Salesforce Marketing Cloud Enterprise
• Partner with the Digital Office and Data Analytics to mature data infrastructure and metrics
• Set global data compliance policies and standards, optimize subscriber acquisition, and maintain list health
• Develop and execute the Gaming category lifecycle strategy with external agency support
• Define audience segmentation for gaming personas and lifecycle stages
• Optimize revenue per subscriber through cross-sell, upsell, and customer value maximization
• Create personalization frameworks based on gaming preferences, purchase history, and engagement patterns
• Partner with Global Gaming Marketing and NAM teams on brand campaigns and product launches

Requirements

• 8+ years of experience in CRM or lifecycle marketing within consumer-facing environments
• Gaming, technology, or consumer electronics experience highly preferred
• 2+ years of experience managing direct reports and leading external agency partners/vendors
• Strong strategic and operational knowledge of Salesforce Marketing Cloud Enterprise, including Journey Builder, Automation Studio, and Data Extensions
• Experience with Customer Data Platforms / Data Cloud
• Deep familiarity with marketing attribution models, predictive analytics, LTV modeling, and advanced customer segmentation tools
• Bachelor’s degree in Marketing, Business, Communications, or a related field
• Authentic empathy for and understanding of consumers, particularly the gaming community
• Ability to navigate matrixed global environments and drive transformation
• Exceptional presentation and relationship-building skills
• MBA is a plus

Core Competencies

Demonstrates expertise in CRM and lifecycle marketing strategies, with a strong focus on utilizing Salesforce Marketing Cloud Enterprise and Customer Data Platforms to optimize customer engagement and revenue. Proven ability to lead teams, manage external partnerships, and drive data-driven decision-making in consumer-facing environments, particularly within the gaming sector.

Highest-signal resume keywords

• CRM Strategy Development
• Salesforce Marketing Cloud Enterprise
• Customer Data Platform Management
• Team Leadership and Mentoring
• Gaming Industry Experience

ATS Optimization Keywords

Hard Skills

• Lifecycle Marketing
• Audience Segmentation
• Predictive Analytics
• Marketing Attribution Models
• A/B Testing Frameworks
• KPI Establishment
• Data Compliance Policies
• Customer Value Maximization
• Journey Builder
• Automation Studio

Soft Skills

• Relationship-Building
• Empathy for Consumers
• Presentation Skills
• Strategic Thinking
• Operational Knowledge

Certifications & Qualifications

• Bachelor’s Degree in Marketing
• MBA (Preferred)

Industry Keywords

• Gaming
• Consumer Electronics
• Consumer-Facing Environments
• Lifecycle Management
• User Journey Mapping

Tools & Technologies

• Salesforce Marketing Cloud
• Customer Data Platforms
• Data Analytics Tools
• Email Marketing Tools
• Multivariate Testing Tools