Manager Mobile App & CRM Global E-Commerce

About the role

YOUR MISSION As the Global eCom App Marketing Manager, you will define and lead our global app retention and growth strategy across all owned app communication channels. This role will own the end-to-end global app lifecycle roadmap, from engagement and retention strategy to reporting and analysis, vendor partnerships, and enablement of local market teams. You will work closely with global and local performance marketing teams, CRM, UX/UI, BI and Analytics, Engineering and external vendors to ensure our app ecosystem delivers measurable customer lifetime value. Define and lead the global app retention and engagement strategy across push notifications, in-app messaging, and other app communication channels Build lifecycle frameworks covering onboarding, activation, engagement, loyalty, win-back, and reactivation Establish global best practices and scalable playbooks for local market execution Drive personalization and segmentation strategies in partnership with CRM and data teams Own the global app growth and retention roadmap aligned with business objectives Design and oversee a structured testing framework (A/B, multivariate testing) Collaborate with product and UX teams to improve app conversion, usability, and engagement Define global KPIs for app performance (retention, churn, CLTV, push engagement, revenue contribution) Own strategic relationships with key marketing technology vendors, including Emarsys (ESP & customer engagement) & Branch (deep linking & attribution) Act as the central point of contact for local market teams executing app campaigns Ensure alignment between global strategy and local execution. YOUR TALENT Strong experience in CRM, lifecycle, or app marketing within eCommerce, consumer tech or fashion/ lifestyle organizations. Strong experience managing push, in-app messaging, and deep linking ecosystems Hands-on experience with marketing automation platforms (experience with Emarsys preferred) Experience with mobile attribution and deep linking tools (e.g., Branch) Strong analytical capability with ability to translate data into strategy Experience managing cross-functional and international stakeholders. 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. Simply click APPLY ONLINE and follow the steps to upload your application.

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