Manager Mobile App & CRM Global E-Commerce

About the Role

Join PUMA as the Global eCommerce App Marketing Manager, driving the global strategy for app retention and growth across all owned app communication channels. You will be responsible for the entire app lifecycle roadmap, including engagement, retention, analytics, vendor partnerships, and supporting local market teams. This role involves close collaboration with performance marketing, CRM, UX/UI, BI and Analytics, Engineering teams, and external vendors to deliver impactful customer lifetime value through the app ecosystem.

Key Responsibilities

• Develop and lead the global retention and engagement strategies using push notifications, in-app messages, and other communication channels within the app.
• Create lifecycle frameworks addressing onboarding, activation, engagement, loyalty, win-back, and reactivation phases.
• Set global best practices and scalable playbooks to guide local market implementations.
• Work with CRM and data teams to drive personalization and audience segmentation.
• Manage the global app growth and retention roadmap in alignment with business goals.
• Design and implement structured testing protocols including A/B and multivariate tests.
• Collaborate with product and UX teams to enhance app usability, conversion rates, and engagement metrics.
• Define global key performance indicators such as retention rates, churn, customer lifetime value, push engagement, and revenue contribution.
• Lead strategic partnerships with marketing technology vendors like Emarsys (ESP and customer engagement) and Branch (deep linking and attribution).
• Serve as the main liaison for local teams executing app campaigns, ensuring strategic alignment and consistency.

Qualifications

• Extensive experience in CRM, lifecycle, or app marketing within eCommerce, consumer technology, or fashion/lifestyle sectors.
• Proven expertise managing push notifications, in-app messaging, and deep linking tools.
• Practical knowledge of marketing automation platforms, preferably Emarsys.
• Experience with mobile attribution and deep linking technologies such as Branch.
• Strong analytical skills with the capability to convert data insights into strategic actions.
• Outstanding experience collaborating with cross-functional and international stakeholders.

Additional Information

PUMA is an equal opportunity employer committed to diversity and inclusion, offering fair recruitment practices without discrimination based on race, gender, sexuality, or any other status. All applications are reviewed by people, not automated systems, to ensure fairness and accountability. While some administrative steps may be supported by AI (such as interview scheduling), final hiring decisions are made by human judgment. PUMA fosters an inclusive environment where everyone is encouraged and empowered to be their authentic selves.

PUMA Group operates globally with brands including PUMA, Cobra Golf, and stichd, extending its reach to 120+ countries with approximately 22,000 employees worldwide.

Company Location

Herzogenaurach, Bavaria, Germany