Assistant Manager Consumer Experience & Retention

Role overview

This position is focused on leading CRM initiatives for PUMA.com and the app across major customer touchpoints such as email, web and mobile push, WhatsApp, SMS/RCS, and tailored automated journeys. The role owns the complete lifecycle of CRM campaign planning, delivery, measurement, and performance review to improve engagement, retention, and revenue. It also drives the insights function by turning consumer and brand data into recommendations that shape broader brand and customer experience strategy.

Reporting line

This role reports to the Senior Manager, Market Insights and Analytics.

Key responsibilities

• Manage the CRM roadmap for PUMA.com and the app in sync with business priorities, product launches, promotional events, and important brand milestones.
• Deliver communications on time across the relevant channels while monitoring, refining, and sharing daily performance updates.
• Work directly with CRM platforms and tools such as Clevertap, Branch, and Google Analytics.
• Track the health of the CRM funnel across core indicators including impressions, engagement, conversion, and revenue impact.
• Design and run A/B experiments across message content, audience segmentation, send timing, and channel mix to improve campaign outcomes.
• Build lifecycle journeys and expand automation and personalization opportunities where they add value.
• Prepare regular performance summaries and clear, actionable recommendations for internal stakeholders.
• Study CRM and customer data to uncover patterns in consumer behavior across cohorts and segments.
• Spot opportunities to strengthen retention, customer experience, and overall brand communication.
• Support business and brand teams with data-led insights and decision support.
• Partner with internal teams and external vendors to enable platforms, resolve issues, and improve CRM capabilities.

Success measures

• Increase in CRM-driven revenue contribution.
• Improvement in retention and lifecycle metrics across priority cohorts.
• Better funnel performance through stronger engagement and conversion across channels.
• High-quality planning and flawless execution.
• Insights that directly influence business and brand decisions.

Stakeholder ecosystem

Internal collaborators include the PUMA.com business, trading and planning, tech operations, demand generation, content, marketing, BU teams, social, creative, operations, customer service, data sciences/IT, finance, and global CRM counterparts. External partners include Clevertap and other vendors such as Branch and Insider One.

Eligibility and experience

Applicants should bring at least 2 years of experience in CRM, lifecycle marketing, or growth and retention strategy. Experience with CRM tools such as Clevertap, Branch, Google Analytics, Salesforce, or similar platforms is required. Immediate availability is considered an advantage. An MBA from a tier 1 college is preferred.

Required working style and capabilities

The ideal candidate should be comfortable working with data dashboards, Excel, and BI tools, and should understand business metrics, channel P&L, consumer cohorts, and campaign performance measures. The role also calls for a strong strategic mindset, the ability to convert raw data into practical brand and business insights, and disciplined execution with close attention to detail. Strong communication, collaboration, and stakeholder management skills are essential because the role is highly cross-functional.

About PUMA

PUMA is a global sports brand creating footwear, apparel, and accessories for athletes and everyday movers. The PUMA Group includes PUMA, Cobra Golf, and stichd, operates in more than 120 countries, and employs around 22,000 people worldwide.

Equal opportunity statement

PUMA welcomes applicants of all genders and provides equal opportunity regardless of race, color, religion, national origin, sex, gender identity or expression, sexual orientation, age, or disability. The company does not tolerate harassment or discrimination. Applications are reviewed by people, and hiring decisions are made by real people rather than automated systems. AI-supported functions may be used for isolated administrative steps such as interview scheduling, but they do not affect selection decisions.

Additional information

Applying is straightforward: candidates are expected to complete the online application process and upload their details as instructed.