Digital Marketing & CRM Manager

Role Purpose We are looking for a commercially focused Digital Marketing & CRM Manager to drive customer acquisition, conversion, engagement, retention and repeat purchase for a fast-growing international eSIM business. The role will own the customer journey from digital acquisition through activation, usage, recharge and retention, combining performance marketing with sophisticated CRM and lifecycle marketing. This is a highly data-driven role requiring strong experience in B2C digital acquisition, CRM automation, customer segmentation and conversion optimisation, ideally gained within eSIM, telecoms, travel-tech, fintech, subscription or another high-volume digital consumer business. Key Responsibilities Digital Acquisition & Growth • Develop and execute the digital acquisition strategy across Google, Meta, TikTok, affiliates, display, programmatic and other performance channels. • Drive profitable customer acquisition across multiple international markets. • Manage and optimise campaigns against CAC, CPA, ROAS, conversion and customer lifetime value. • Work closely with Paid Media, SEO, Affiliate and commercial teams to maximise digital sales. • Build market-specific campaigns around international travel destinations, roaming alternatives and eSIM propositions. • Optimise the complete funnel from advertising → landing page → eSIM purchase → activation → repeat purchase. • Manage A/B testing across creative, landing pages, pricing, offers and customer journeys. CRM & Lifecycle Marketing • Own the CRM and customer lifecycle strategy across email, SMS, push notifications, WhatsApp and in-app communications. • Build automated journeys covering: • Registration and onboarding • Abandoned basket • eSIM activation • Pre-travel and destination communications • Data usage alerts • Top-up/recharge • Cross-sell and upsell • Expiry and renewal • Win-back and reactivation • Develop sophisticated customer segmentation based on destination, travel behaviour, purchase history, usage, value and engagement. • Increase repeat purchase, retention and customer lifetime value. • Develop personalised offers and next-best-action campaigns. • Reduce customer churn through proactive lifecycle communications. Data, Analytics & Optimisation • Build dashboards covering the entire digital customer funnel. • Track acquisition by channel, country, campaign, destination and customer cohort. • Monitor CAC, ROAS, ARPU, repeat purchase, retention, churn and LTV. • Analyse customer behaviour to identify opportunities for improved conversion and monetisation. • Work with Product and Technology teams to improve tracking, attribution and marketing automation. • Use customer data to continuously improve segmentation and personalisation. Show more Show less