Senior Manager CRM Europe

The Senior Manager CRM Europe leads and evolves PUMA's CRM strategy across Retail and E-Commerce, driving customer acquisition, engagement, loyalty, retention, and lifetime value. The role acts as the key CRM expert and strategic partner across multiple functions, translating customer insights into impactful campaigns and seamless omnichannel experiences. It also involves leading and developing a CRM Manager while driving operational excellence and continuous innovation within the CRM function.

• Lead and continuously develop PUMA Europe's CRM strategy across Retail and E-Commerce, aligned with the global CRM framework.
• Own the European CRM programme, customer lifecycle strategy, and CRM campaign roadmap.
• Drive customer acquisition, conversion, retention, loyalty, and customer lifetime value through data-driven CRM initiatives.
• Manage and prioritise the European CRM calendar in alignment with commercial, marketing, and business objectives.
• Lead the planning, execution, optimisation, and reporting of lifecycle marketing campaigns across multiple customer touchpoints, with a strong focus on email marketing and automation.
• Develop and enhance customer journeys, personalisation strategies, segmentation approaches, and automated lifecycle programmes.
• Act as a key driver of PUMA Europe's Membership Programme, ensuring alignment with global standards while elevating local customer engagement.
• Collaborate closely with Brand Marketing, Retail, E-Commerce, Merchandising, Media, IT, Analytics, and Global CRM teams to maximise business impact.
• Own CRM reporting, KPI tracking, and performance analysis, and drive testing, experimentation, innovation, and best practices to continuously improve campaign effectiveness.
• Manage CRM technologies and capabilities, partnering with internal and external stakeholders to support future growth and innovation.
• Oversee CRM budgets, forecasting, and investment tracking to ensure efficient resource allocation and strong commercial return.
• Ensure compliance with privacy, deliverability, accessibility, customer experience, and brand standards.
• Create, plan, and execute newsletters for both e-commerce and retail channels to drive customer engagement, retention, and sales, managing newsletter activities on a day-to-day basis to ensure timely execution and consistent communication according to seasonality and product launches.

• University degree in Marketing, Business Administration, Digital Commerce, Communications, or a related field.
• 6+ years of experience in CRM, Lifecycle Marketing, Customer Engagement, or Digital Marketing, ideally within Retail, Sports, Fashion, or Consumer Goods.
• Proven experience managing CRM programmes across multiple markets and customer touchpoints.
• Strong expertise in email marketing, customer lifecycle management, segmentation, personalisation, and marketing automation.
• Deep understanding of customer journeys, loyalty programmes, membership strategies, and omnichannel customer engagement.
• Strong analytical mindset with experience translating customer insights and campaign performance into business actions.
• Hands-on experience with CRM platforms, customer databases, marketing automation tools, and reporting solutions.
• Demonstrated project management skills with the ability to manage multiple priorities in a fast-paced environment.
• Strong stakeholder management and communication skills with the ability to influence cross-functional teams.
• First leadership experience and a passion for coaching, mentoring, and developing talent.
• Highly organised, detail-oriented, and solutions-focused, with a continuous improvement mindset.
• Fluent in English, both written and spoken.

• Another European language is a plus.

PUMA is a global sports brand creating footwear, apparel, and accessories that inspire athletes and everyday movers. The PUMA Group owns PUMA, Cobra Golf, and stichd, operates in 120+ countries, and has around 22,000 employees worldwide. PUMA looks for SPEED & SPIRIT in its candidates, defined by values that inspire its people to be driven in performance, vibrant in sporting legacy, and together in team spirit, while letting individual talent and experience shine.