Cambly - CRM Program Manager - UAE (contract - remote)
Requirements
• 5+ years of experience in CRM, lifecycle, or retention marketing, ideally at a consumer subscription, mobile, or edtech company. • Hands-on expertise with a modern CRM/ESP platform (e.g., Iterable, Braze, Customer.io http://Customer.io), including journey building and segmentation. • Proven track record owning CRM strategy and roadmap with measurable impact on acquisition, engagement, and retention. • Strong analytical skills — comfortable with dashboards, experimentation, and SQL or similar tools. • Working knowledge of email deliverability best practices. • Experience running multi-market or international CRM programs; familiarity with messaging apps like WhatsApp, WeChat, or KakaoTalk is a plus. • Excellent cross-functional program management and stakeholder communication skills. • Strong writing skills and the ability to brief creative teams or draft copy directly. • Curiosity and hands-on experience using AI and automation to improve marketing workflows. • WHAT SUCCESS LOOKS LIKE • CRM is a clearly defined, strategically led function with a published roadmap and measurable impact. • Audiences are well segmented and maintained; deliverability is strong and proactively managed. • CRM is meaningfully expanded onto local chat platforms, driving incremental engagement and revenue. • Journey and audience insights drive higher-profitability segments and better engagement — not just more sends. • CRM results are clearly and consistently represented in the Weekly Business Review. • Product, data, and engineering see CRM as a true technical partner — every initiative is instrumented from day one. • The CRM stack is used to its full potential, and major initiatives are delivered end-to-end. • Manual workflows are increasingly automated, and AI powers high-quality localization and content at scale.
Responsibilities
• CRM STRATEGY & PROGRAM LEADERSHIP • Own the end-to-end CRM strategy across email, in-app, push, and messaging apps, aligned to acquisition, engagement, and retention KPIs. • Build and maintain the CRM roadmap, balancing evergreen lifecycle programs, promotional campaigns, and strategic initiatives. • Own the messaging-app channel strategy by market: WhatsApp (e.g., Brazil, Turkey, Arabic-speaking markets), WeChat (China), KakaoTalk (Korea), and other local platforms as markets warrant. Lead each from evaluation and pilot through rollout. • Set the global CRM framework and define what can be localized by market (channel mix, timing, offers, tone) and what stays standard. • Serve as the single point of accountability for CRM outcomes and leadership reporting. • CRM PLATFORM & VENDOR MANAGEMENT • Evaluate and manage messaging providers and official business account setups per platform (e.g., WhatsApp Business API providers, WeChat Official Accounts, KakaoTalk business channels), including template approvals and platform policy compliance. • Own platform relationships (e.g., Iterable), including contracts, roadmap alignment, feature adoption, and renewals. • Drive strategic CRM innovation projects, such as AI/LLM integrations with the CRM stack, from discovery through rollout and measurement. • Identify gaps across the CRM stack and champion investments that reduce cost, improve efficiency, or unlock new capabilities. • AUDIENCES & LIFECYCLE JOURNEYS • Partner with PMs and engineers to co-design lifecycle programs, in-product messaging surfaces, event instrumentation, and journey delivery mechanics. • Define audience segmentation and lead qualification frameworks — who we reach, via which channel, and at which lifecycle stage. • Own audiences and lists across markets: segmentation, hygiene, suppression, and ongoing maintenance. • Develop customer journey and audience insights that improve profitability, delivery, and engagement. • Design and oversee automated journeys, personalization, and experimentation standards (subject lines, send times, cohorts, journey structures), including promotional updates. • ANALYTICS, MEASUREMENT & OPTIMIZATION • Own CRM KPIs, dashboards, and reporting across all channels. • Report CRM performance by market and channel, with cross-market comparisons in the WBR. • Own email deliverability health (bounces, spam complaints, warming, IP/domain reputation), partnering with engineering and ESPs. • Design and lead CRM experiments and turn learnings into durable program improvements. • Tie CRM performance to business outcomes (LTV, retention, activation, payback) with actionable recommendations. • CROSS-FUNCTIONAL PROGRAM MANAGEMENT • Lead planning, execution, and retros for major campaigns (promotions, product launches, regional initiatives). • Partner with product and data teams to make every initiative measurable end-to-end — event tracking, data pipelines, attribution, and metric integrity. • Coordinate workstreams across marketing, product, engineering, data, and regional stakeholders. • Document CRM processes, playbooks, and standards so execution is repeatable. • Secure creative resourcing before committing to timelines; write clear creative briefs, and step in on messaging and copy when needed. • AI, AUTOMATION & INNOVATION • Automate reporting, monitoring, and manual workflows using AI, scripts, and no-code/low-code tools. • Use AI to deliver high-quality, culturally accurate localization and scale content without sacrificing brand voice. • Lead AI adoption within CRM — personalization, copy generation, segmentation, and journey optimization — and share learnings across marketing.
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