The Challenge
LATAM Airlines is building world-class CRM capabilities across Latin America. As CRM Lead, you'll own the strategy for personalized, data-driven customer communications that drive revenue and loyalty for one of the world's largest airlines.
Your Mission
Audit current email, push, WhatsApp, and SMS channels—identify performance gaps and quick wins in open rates, click-through, and conversion metrics
Define and implement baseline KPI dashboard in Salesforce Marketing Cloud tracking channel performance, segment engagement, and revenue impact
Launch 2-3 high-impact segmented campaigns leveraging customer behavior data to test messaging and personalization tactics
Build alignment with Growth Marketing leadership on CRM roadmap priorities and secure resource commitments for Q1-Q2 initiatives
Scale owned media channel performance by 25%+ across email, SMS, and push—measured by revenue per message and customer lifetime value impact
Establish test-and-learn cadence with monthly A/B tests on subject lines, send times, content, and offers; document learnings in playbook
Implement advanced segmentation and behavioral automation in Salesforce, reducing manual campaign work by 40% while improving relevance
Develop team capability in data analysis and experimentation—complete Salesforce Marketing Cloud certification for 2+ team members
KPIs You'll Own
Revenue per Email Sent (RPS)
Track total transactional value from email campaigns divided by total sends to measure channel monetization efficiency.
Email Open Rate + Click-Through Rate
Monitor engagement quality; target industry baseline of 25%+ opens and 3%+ CTR through segmentation and personalization.
Customer Lifetime Value (CLV) by Channel
Measure incremental revenue generated from owned media touchpoints vs. control groups to justify budget allocation.
Unsubscribe Rate + List Health
Keep churn below 0.5% monthly by balancing send frequency, relevance, and preference center effectiveness.
Campaign Conversion Rate (Email to Booking)
Percentage of email recipients who complete a flight booking within 30 days; direct proxy for CRM strategy impact on revenue.
Tools & Stack
Your Team
Your Manager
Director of Growth Marketing
Current Team
Not specified; assume small to mid-size CRM/email team (2-4 people implied)
New role backfilling or expansion into Growth Marketing function
The Package
Salary
$65K-$85K USD (estimated equivalent in CLP ~55M-72M based on 2026 Santiago market rates)
Remote
Hybrid; based in Las Condes, Santiago, Chile with flexibility
Benefits & Perks
Company Intelligence
LATAM Airlines is South America's largest airline group, operating across the continent and beyond with a mission to elevate every journey. The company manages millions of customer touchpoints annually and is modernizing its marketing stack to drive personalization and revenue through owned channels.
Customers
Millions of annual passengers across LatAm and international routes
Culture
Vibrant, international, fast-paced; collaborative environment with emphasis on data-driven decision making and experimentation
Is This Role For You?
- You've led or managed CRM/email marketing strategy for 3+ years and can articulate real impact (revenue lift, engagement improvements, cost savings)
- You're fluent in Salesforce Marketing Cloud or similar platforms—segmentation, automation, and basic data setup are second nature
- You thrive in hybrid environments and can translate between data teams, creative teams, and business stakeholders
- You speak intermediate+ English and intermediate+ Spanish (given Santiago-based role with regional reach)
- You're hungry to scale owned media channels and build a test-driven culture in a high-stakes, customer-centric industry
- You've never owned end-to-end CRM strategy or campaign performance accountability—this is a leadership role, not execution-only
- Salesforce Marketing Cloud or equivalent platform expertise is a non-negotiable; generic email marketing is not enough
- You're uncomfortable with data, metrics, and experimentation—LATAM explicitly wants a culture of measurement and testing
- You need a long-term contract—this is a 3-month fixed term with renewal optionality; if stability is critical, pass
Interview Process
Application & CV Review
Submit PDF CV with personal email; LATAM reviews for Salesforce experience, CRM background, and relevant tenure
Screening Call
30-min conversation with Growth Marketing recruiter on CRM strategy experience, Salesforce proficiency, and Spanish/English fluency
Skills + Portfolio Review
Deep dive on your 3 best CRM campaigns—metrics, methodology, learnings; may include simple strategy case study or diagnostic
Manager Interview
Meet Director of Growth Marketing to discuss CRM roadmap fit, team scaling plans, and working style alignment
Final Conversation
Executive or senior stakeholder interview on strategic priorities, organizational fit, and role expectations
Interested in this role?
Apply now and hear back within days, not weeks.
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About Growth Marketing Roles
Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.