Assistant Manager Consumer Experience & Retention

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Position Summary:

• This role will be responsible for driving CRM for PUMA.com and App across key customer communication channels including Email, Web & Mobile Push, WhatsApp, SMS/RCS and personalized/automated journeys

• The role includes end-to-end ownership of CRM campaign planning, execution, tracking, and performance analysis to drive customer engagement, retention, and revenue

• This role will also own the insights engine, deriving consumer and brand insights from CRM and customer data to influence the larger brand & CX strategy

Report to: Senior Manager Market Insights and Analytics

Key Objectives:

Campaign Planning & Management

• Own the CRM calendar for PUMA.com and App in line with business priorities, product launches, sale events, and key brand moments

• Ensure timely execution of comms across the relevant channels. Track, optimize, and report campaign performance daily

• Be hands-on with CRM tools- Clevertap, Branch, GA etc.

Performance Tracking & Optimization

• Monitor CRM funnel health across all key metrics (impressions, engagement, conversion, revenue contribution)

• Run A/B tests on messaging, audience segmentation, timing, and channel strategy to improve campaign effectiveness and funnel health

• Build and optimize customer lifecycle journeys. Identify and scale automations/ personalizations

• Share regular performance reports and actionable recommendations with key stakeholders

Consumer & Business Insights

• Analyze CRM data to draw insights on consumer behaviour across cohorts & segments

• Identify trends and opportunities to improve customer experience, retention, and overall brand communication strategy

• Support broader business and brand teams with data-backed recommendations and insights

Stakeholder Management & Cross-functional Collaboration

• Work closely with all relevant stakeholders to align CRM initiatives with business goals

• Coordinate with internal & external partners for platform enablement, troubleshooting, and capability enhancement

Key Performance Indicators:

• Growth in CRM revenue contribution

• Improvement in customer retention &lifecycle metrics across key cohorts

• Funnel health optimization-Improving engagement and conversion metrics across channels

• Planning and execution excellence

• Actionable consumer insights that influence business / brand decisions

Organizational Relationships:

• Internal PUMA.com Team –Business, Trading & Planning, Tech Ops, Demand Generation, and Content, Marketing Team –BU teams, Social, and Creative teams, Operations & Customer Service, Data Sciences / IT, Finance and Global CRM counterparts

• External: Clevertap and Others-Branch, Insider one etc.

Eligibility Criteria and Functional Competencies Required:

• Hands-on experience working with CRM tools like Clevertap/ Branch/ Google Analytics/ Salesforce or equivalent

• Immediate joining is a plus

• MBA from a tier 1 college preferred

• Minimum 2+yrs experience in CRM/ lifecycle marketing/ growth & retention strategies

Skills:

• Data Proficiency & Analytical Skills: Comfortable navigating data dashboards and using Excel/BI tools. Basic understanding of business metrics, channel P&L, consumer cohorts and campaign performance metrics

• Strategic Mindset: Can see method in madness. Comfortable translating raw data in actionable brand & business insights

• Operational excellence: ability to manage both campaign strategy and execution with strong attention to detail, speed, and process discipline

• Communication & Interpersonal skills: good stakeholder management and collaboration skills. This is a highly cross-functional role

PUMA provides equal opportunities for all job applicants, regardless of race, color, religion, national origin, sex,

gender identity or expression, sexual orientation, age, or disability. Equality for all is one of the core principles at

PUMA and we do not tolerate any form of harassment or discrimination.

At PUMA, every application is reviewed by real people who are committed to fairness, transparency, and equal

opportunity - no matter your background, identity, or experience.To ensure our process stays true to these values, no automated systems or AI tools are used to make hiring decisions. Every decision is made by real people -with real judgment and accountability. We may use functions supported by Artificial Intelligence (AI) to carry out isolated organizational steps, such as scheduling interviews. These functions have no influence on decisions in the application process. We believe in creating spaces where everyone is welcome, celebrated, and empowered to contribute authentically. Because at PUMA, whoever wants to play, can play.

PUMA is a global sports brand creating footwear, apparel, and accessories that inspire athletes and everyday movers. The PUMA Group owns PUMA, Cobra Golf, and stichd, operates in 120+ countries, and has around 22,000

employees worldwide.