CRM Program Manager

This position is listed on behalf of a partner company, who manages all applications and next steps. Our partner is looking for a CRM Program Manager based in Brazil. This is a strategic program leadership role responsible for shaping and scaling CRM across multiple international markets and customer lifecycle stages. You’ll own the CRM roadmap and coordinate execution across email, in-app, push, and messaging channels, including local platforms such as WhatsApp, WeChat, and KakaoTalk. The role combines customer lifecycle strategy, marketing technology, analytics, experimentation, and cross-functional program management. You’ll use customer behavior and performance data to improve acquisition, activation, engagement, retention, and long-term customer value. You’ll partner closely with Product, Engineering, Data, Creative, Growth, and regional teams to build measurable, scalable customer journeys. You’ll also lead CRM innovation through AI, automation, personalization, and emerging messaging capabilities.

Accountabilities

• Own the end-to-end CRM strategy across email, in-app, push notifications, and messaging applications, aligning programs with acquisition, engagement, retention, and revenue objectives.
• Build and maintain the CRM roadmap, balancing evergreen lifecycle programs, promotional campaigns, regional initiatives, and strategic growth projects.
• Develop messaging-channel strategies by market, including evaluating, piloting, and scaling platforms such as WhatsApp, WeChat, KakaoTalk, and other locally relevant channels.
• Establish a global CRM framework that defines consistent standards while identifying which elements should be localized by market, including channel mix, timing, offers, and tone.
• Serve as the primary owner of CRM outcomes, performance reporting, strategic priorities, and leadership communication.
• Manage CRM platforms and technology partners, including vendor relationships, contracts, renewals, feature adoption, roadmap alignment, and platform compliance.
• Evaluate and establish official business accounts, messaging providers, templates, and platform requirements for local messaging channels.
• Lead strategic CRM technology initiatives, including AI and LLM integrations, from discovery and evaluation through implementation and performance measurement.
• Identify gaps and opportunities across the CRM technology stack and advocate for investments that improve efficiency, reduce costs, or unlock new capabilities.
• Partner with Product Managers and Engineers to design lifecycle programs, in-product messaging experiences, event instrumentation, and journey-delivery mechanisms.
• Define audience segmentation and lifecycle frameworks, determining which customers should receive specific messages, through which channels, and at what stage.
• Own audience and list management across markets, including segmentation, data hygiene, suppression, and ongoing maintenance.
• Design and oversee automated customer journeys, personalization strategies, and experimentation standards covering messaging, send times, cohorts, journey structures, and promotional campaigns.
• Own CRM KPIs, dashboards, reporting, and cross-market performance analysis.
• Monitor and proactively manage email deliverability, including bounces, spam complaints, domain and IP reputation, and sender warming.
• Design and lead CRM experiments, translating results into sustainable improvements to customer journeys and marketing programs.
• Connect CRM performance to broader business outcomes such as customer lifetime value, retention, activation, and payback.
• Lead planning, execution, and retrospectives for major campaigns, product launches, promotions, and regional initiatives.
• Coordinate cross-functional workstreams across Marketing, Product, Engineering, Data, Creative, Growth, and regional teams.
• Ensure CRM initiatives are measurable from the beginning through accurate event tracking, data pipelines, attribution, and metric integrity.
• Develop and maintain CRM processes, playbooks, documentation, and operating standards to make execution scalable and repeatable.
• Secure appropriate creative resources, develop clear creative briefs, and contribute directly to messaging or copy when needed.
• Automate reporting, monitoring, and repetitive CRM workflows using AI, scripts, and no-code/low-code tools.
• Lead the use of AI for personalization, segmentation, copy generation, localization, and journey optimization while maintaining quality and brand consistency.
• Share CRM, AI, automation, and experimentation learnings across the broader marketing organization.

Requirements

• 5+ years of professional experience in CRM, lifecycle marketing, retention marketing, or a closely related discipline.