The Challenge
PUMA is scaling its Direct-to-Consumer business and needs a sharp operator to lead retention marketing across email, SMS, app messaging, and loyalty. You'll manage a team and external agency partner to drive repeat purchases and lifetime value for a global athletic brand with 21,000+ employees.
Your Mission
Audit current CRM tech stack and agency partnership; identify quick wins in email/SMS performance and segmentation gaps
Build trust with Ecommerce, Retail Marketing, and PNA teams; align on shared retention KPIs and reporting cadence
Launch 2-3 high-impact lifecycle journey tests (welcome series, post-purchase, win-back) to establish baseline performance
Conduct discovery with direct reports and agency; create 90-day team development and performance plan
Increase repeat buyer rate by 8-12% through refined segmentation, personalization, and multi-touch journey optimization
Deliver 15%+ lift in email engagement and SMS conversion rates via A/B testing and behavioral triggers
Scale loyalty program participation and integration across email/app/retail touchpoints with measurable revenue impact
Develop and mentor at least one direct report into a leadership-ready position; establish clear performance framework for team
KPIs You'll Own
Repeat Buyer Rate
Percentage of customers making 2+ purchases within 12 months; primary lever for DTC profitability.
Customer Lifetime Value (CLV)
Total revenue attributed to retention programs; track by cohort, channel, and segment.
Email Engagement Rate (Open + Click)
Monitor trends week-over-week and vs. industry benchmarks; test subject lines, send times, and creative.
SMS Conversion Rate
Revenue per SMS send; optimize frequency, messaging, and audience targeting.
App Push Engagement & Loyalty Enrollment
Daily active users triggered by retention campaigns; loyalty program penetration as % of customer base.
Agency Partnership Efficiency
Cost per campaign delivery and ROI of external retention programs; track quality, speed, and innovation.
Tools & Stack
Your Team
Your Manager
Director of Digital & Performance Marketing
Current Team
Retention Marketing team (size not specified); external agency partner
Backfill or expansion role (not explicitly stated)
The Package
Salary
$90K-$122K base
Variable
Bonus
Remote
On-site, Somerville, MA
Benefits & Perks
Company Intelligence
PUMA is a global athletic and sportswear company with 21,000+ employees across 120+ countries. The brand powers athletes and consumers through innovation in footwear, apparel, and accessories. They're scaling Direct-to-Consumer as a core growth pillar.
Team Size
21000
Customers
Direct consumers, retail partners
Culture
Speed & Spirit; BE DRIVEN, BE VIBRANT, BE TOGETHER, BE YOU
Is This Role For You?
- You've led cross-functional retention or CRM teams at scale in retail, ecommerce, or consumer brands and have a track record of 10%+ retention lifts
- You speak fluent email, SMS, app messaging, and loyalty—and you've built or optimized multi-channel journeys that drive measurable LTV growth
- You're comfortable managing agency partners and translating data into sharp strategic recommendations for executives
- You thrive in fast-paced, global environments and can adapt retention strategy to regional nuances while staying aligned with global frameworks
- You're analytical and hands-on; you test, measure, and iterate ruthlessly, but never lose sight of the customer experience
- You're looking for a pure strategy role; this is hands-on leadership that requires deep CRM platform expertise and campaign execution oversight
- You don't have direct experience building and managing retention programs across email, SMS, and app—or you lack 8+ years in digital marketing
- You're uncomfortable with on-site work in Somerville, MA (this is fully on-site, no remote flexibility mentioned)
- You're not comfortable holding an agency partner accountable or stepping in to optimize and iterate on their output
Interview Process
Phone Screen
Recruiter discusses background, CRM experience, team leadership, and interest in DTC / retention marketing
Case Study / Work Sample
Likely asked to review a retention campaign, propose optimizations, or discuss a past multi-channel journey you built
Hiring Manager Interview
Deep dive on retention strategy, team leadership philosophy, agency management, and alignment with PUMA's DTC goals
Cross-Functional Panel
Meet Ecommerce, Retail Marketing, and PNA team leads to assess collaboration fit and strategic thinking
Executive Alignment
Conversation with Director of Digital & Performance Marketing on roadmap, KPIs, and growth expectations
Interested in this role?
Apply now and hear back within days, not weeks.
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About CRM & Lifecycle Roles
CRM & lifecycle marketers own the post-acquisition journey. They design onboarding sequences, retention campaigns, win-back flows, and loyalty programs that maximize customer lifetime value.