Assistant Manager Consumer Experience & Retention

PUMA Group

SPEED & SPIRIT is what we look for in our candidates, defined by some simple values that inspire us to BE DRIVEN in our performance, BE VIBRANT in our sporting legacy, BE TOGETHER in our team spirit, and BE YOU to let our individual talent and experience shine. Applying for a job at PUMA is easy and all genders are welcome. Simply click APPLY ONLINE and follow the steps to upload your application.

YOUR MISSION:

Position Summary:

This role will be responsible for driving CRM for PUMA.com and App across key customer communication channels including Email, Web & Mobile Push, WhatsApp, SMS/RCS and personalized/automated journeys
The role includes end-to-end ownership of CRM campaign planning, execution, tracking, and performance analysis to drive customer engagement, retention, and revenue
This role will also own the insights engine, deriving consumer and brand insights from CRM and customer data to influence the larger brand & CX strategy

Report to: Senior Manager Market Insights and Analytics

Key Objectives:

Campaign Planning & Management

Own the CRM calendar for PUMA.com and App in line with business priorities, product launches, sale events, and key brand moments
Ensure timely execution of comms across the relevant channels. Track, optimize, and report campaign performance daily
Be hands-on with CRM tools-Clevertap, Branch, GA etc.

Performance Tracking & Optimization

Monitor CRM funnel health across all key metrics (impressions, engagement, conversion, revenue contribution)
Run A/B tests on messaging, audience segmentation, timing, and channel strategy to improve campaign effectiveness and funnel health
Build and optimize customer lifecycle journeys. Identify and scale automations/ personalizations
Share regular performance reports and actionable recommendations with key stakeholders

Consumer & Business Insights

Analyze CRM data to draw insights on consumer behavior across cohorts & segments
Identify trends and opportunities to improve customer experience, retention, and overall brand communication strategy
Support broader business and brand teams with data-backed recommendations and insights

Stakeholder Management & Cross-functional Collaboration

Work closely with all relevant stakeholders to align CRM initiatives with business goals
Coordinate with internal & external partners for platform enablement, troubleshooting, and capability enhancement

Key Performance Indicators:

Growth in CRM revenue contribution
Improvement in customer retention &lifecycle metrics across key cohorts
Funnel health optimization-Improving engagement and conversion metrics across channels
Planning and execution excellence
Actionable consumer insights that influence business / brand decisions

Organizational Relationships:

Internal PUMA.com Team –Business, Trading & Planning, Tech Ops, Demand Generation, and Content, Marketing Team –BU teams, Social, and Creative teams, Operations & Customer Service, Data Sciences / IT, Finance and Global CRM counterparts
External: Clevertap and Others-Branch, Insider one etc.

YOUR TALENT:

Eligibility Criteria and Functional Competencies Required:

Data Proficiency: Comfortable navigating data dashboards and using Excel/BI tools. Basic understanding of business metrics, channel P&L, consumer cohorts and campaign performance metrics
Strategic Mindset: Can see method in madness. Comfortable translating raw data in actionable brand & business insights
Operational excellence: ability to manage both campaign strategy and execution with strong attention to detail, speed, and process discipline
Communication & Interpersonal skills:
Good stakeholder management and collaboration skills. This is a highly cross-functional role
Any experience working with tools like Clevertap/ Branch/ Google Analytics/ Salesforce (preferred but not mandatory)

PUMA supports over 21,000 employees across 120+ countries. The PUMA Group owns the brand PUMA, Cobra Golf and stichd, and is headquartered in Herzogenaurach, Germany.

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.