Senior CRM Manager – Advocacy

Overview

In this role you will lead Wise’s CRM strategy for Invite and Pricing, shaping how we communicate value to customers and drive growth through referrals. You’ll work across Product, Marketing Tech, Analytics, UX Research and Product Marketing to deliver cross‑channel lifecycle communications that sit at the intersection of price leadership and advocacy. You’ll own segmentation, incentives and engagement to maximise long‑term customer loyalty and advocacy. This is a hands‑on, strategically focused role with a clear impact on customer experience and business outcomes.

Responsibilities

• Develop and manage the Invite CRM strategy (lifecycle management, segmentation, incentives, engagement)
• Own the Pricing CRM strategy to communicate Wise’s value to customers
• Use price leadership as a driver for referrals and advocacy
• Coordinate with Product, UX Research, Designers, Copywriters, Engineers, Analysts and other stakeholders to align CRM initiatives
• Apply data‑driven segmentation to tailor communications and offers
• Design and manage end‑to‑end lifecycle campaigns to boost engagement and loyalty
• Analyze campaign performance and identify opportunities to improve engagement and conversion
• Maintain customer database health, ensure compliance and channel‑appropriate communications
• Oversee email calendar management, deliverability and monthly reporting
• Implement localisation for international campaigns
• Maintain and execute an active A/B testing plan

Key requirements

• Senior CRM experience (5+ years) with emphasis on segmentation, lifecycle management and stakeholder engagement
• Ability to work with multiple departments and senior stakeholders, including C‑level executives
• Self‑starter who can own projects with limited oversight
• Proven track record of cross‑channel lifecycle communications (email, push, in‑app)
• Experience with end‑to‑end planning and execution of large‑scale lifecycle campaigns
• Customer‑first mindset and strong communication skills
• Technically savvy with the ability to create emails/canvases in CRM platforms and craft clear messages
• Analytical mindset with aptitude for data‑driven decision making

• stakeholder management
• autonomy
• customer focus
• CRM platform hands‑on experience (email, push, in‑app)
• HTML, CSS or Shopify Liquid (desirable)
• SQL and analytics tools (Looker, GA, Mixpanel)

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