CRM Manager (Braze Preferred)

About the role

As the CRM Manager for North America, you will own the local strategy and end-to-end execution across the US and Canada. Serving as a bridge between local impact and global excellence, you will partner closely with the Global CRM team to optimize our tech stack (Braze, Amplitude, Salesforce Marketing Cloud) and refine processes, ensuring global tools are leveraged to maximize effectiveness for North American consumers. In this role, you will set the communication strategy for our existing users-with a focus on increasing lifetime value, retention, and loyalty-while supporting B2B lead generation efforts to bring qualified partners onto the platform. Core Responsibilities North American Strategy & Execution (B2C) Local Roadmap: Own the North American CRM campaign and content calendar from end-to-end; design, build, and deploy multi-channel campaigns (Email, Push, In-App) that capitalize on local trends and seasonal moments. Growth & Optimization: Identify opportunities to drive user acquisition and marketplace density. Run continuous A/B tests on segmentation, content, and timing to improve core metrics (Conversion, CTR, and Churn). Data & Segmentation: Utilize internal tools (Looker, Amplitude and Braze) to build sophisticated audience segments based on behavior, geography, and user preferences. Support & Cross-Functional Collaboration (B2B) B2B Lead Nurturing: Collaborate with B2B Marketing / Sales to build automated communication funnels that move prospective partners (restaurants, retailers) from prospective leads to qualified leads to close. Supply Engagement: Support the supply side of the marketplace by communicating value to existing partners, helping them maximize their impact on the platform. Global Partnership & Systems Lifecycle Management: Partner with global to improve opportunities within lifecycle and localization -from onboarding and early adoption to retention and reactivation-optimizing global templates to resonate with North American consumers. Tool & Process Optimization: Partner with Global CRM and Tech teams to maximize the effectiveness of technical stack and capabilities. Feedback Loop: Provide local insights and technical requirements to help the global team develop scalable automation tools and templates that work for regional markets. Innovation: Act as the lead for North American experimentation, piloting new CRM features or personalization tactics before global rollout.