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

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