Your mission
As CRM Lifecycle Manager, you will own the end-to-end customer lifecycle strategy - from first interaction through repeat purchase and long-term value creation. Your role is to turn customer data, behavioural insights, and brand storytelling into measurable, incremental CLTV.
You will design lifecycle logic from the ground up, and build journeys that improve retention, frequency, and customer lifetime value at scale.
You will be part of the CRM team and work closely with BI, Technology, Marketing and Business Units to ensure lifecycle marketing is deeply embedded into a data-driven, consumer centric strategy.
- Define and own the global CRM lifecycle strategy, covering acquisition onboarding, activation, engagement, repeat purchase, retention, and reactivation
- Design lifecycle frameworks from scratch: key moments, triggers, journeys, and messaging logic across the customer lifecycle
- Brief lifecycle journeys to the Internal Creative Studio and ensure the output reflects industry best-practices and fit-for-purpose
- Translate customer behaviour into action, aligning with wider brand marketing teams to integrate customer profiles and using data to identify high-impact moments where CRM can drive incremental value
- Partner closely with data & analytics teams to define segmentation logic, customer states, and lifecycle KPIs (retention, frequency, CLV uplift)
- Work with platform vendors and internal tech teams to ensure journeys are scalable, automated, and measurable across regions and channels
- Own lifecycle performance measurement, setting up test-and-learn frameworks, incrementality and A/B testing, and cohort-based reporting, continuously reviewing and optimising performance of journeys
- Collaborate with paid media and onsite teams to align lifecycle messaging with acquisition, personalization, and conversion strategies
- Act as the strategic voice of the customer, balancing brand, experience, and commercial outcomes across touchpoints.
Your talent
- Strong experience in CRM lifecycle or retention marketing, ideally in global retail and eCommerce, fashion, lifestyle, or sportstyle organizations
- Proven ability to design lifecycle strategies
- Highly analytical mindset: comfortable working with cohorts, funnels, CLTV models, and incrementality frameworks
- Deep understanding of CRM ecosystems, including ESPs, CDPs, identity resolution, and marketing automation capabilities
- Ability to turn data into decisions - you can clearly articulate why a journey exists, what it drives, and how success is measured
- Strong stakeholder management skills, able to align global and regional teams around shared lifecycle principles
- Hands-on but strategic: you can zoom out to define frameworks and zoom in to fix what’s not working.
Our principles
PUMA provides equal opportunities for all job applicants, regardless of race, color, religion, national origin, sex, gender identity or expression, sexual orientation, age, or disability. Equality for all is one of the core principles at PUMA and we do not tolerate any form of harassment or discrimination.
At PUMA, every application is reviewed by real people who are committed to fairness, transparency, and equal opportunity - no matter your background, identity, or experience. To ensure our process stays true to these values, no automated systems or AI tools are used to make hiring decisions. Every decision is made by real people -with real judgment and accountability. We may use functions supported by Artificial Intelligence (AI) to carry out isolated organizational steps, such as scheduling interviews. These functions have no influence on decisions in the application process. We believe in creating spaces where everyone is welcome, celebrated, and empowered to contribute authentically. Because at PUMA, whoever wants to play, can play.
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.
