Senior CRM Expert
● Now hiring · CRM
Senior CRM Expert
Own our lifecycle marketing strategy across 20+ shops. You’ll set the retention roadmap, raise the bar on how we message millions of customers, and be the senior voice the CRM team learns from. This is the deep-expertise seat, not a first CRM job.
Ho Chi Minh City, Vietnam · Onsite Full-time · Senior · CRM / Lifecycle
About the role
Have you owned a lifecycle strategy and moved the numbers — not just shipped campaigns? We're hiring the senior CRM seat: the person who sets the retention roadmap across 20+ shops and raises the bar for everyone around them.
TCG reaches millions of customers across 20+ shops, and retention is where a lot of the value sits. This role owns the lifecycle strategy end-to-end: which programs we run, how we segment, how we measure, and how we keep improving. You’ll set direction, dig into the hard problems yourself, and lift the whole team’s craft.
The Customization Group is a global leader in mass customization and print-on-demand e-commerce. We manufacture up to 2.5 million unique, personalized products daily across production sites in Germany, Poland, the USA, and Latvia. Millions of customers find us through our 20+ online shops and 1,000+ partner stores. Retention across that footprint is the lever this role owns.
In a nutshellown the CRM strategy, drive the hard programs, and set the standard for the team.
At a glance
Location
Ho Chi Minh City
Vietnam · Onsite
Team
CRM / Lifecycle
reporting into CRM leadership
Scope
Lifecycle strategy
segmentation · measurement
Hours
CET overlap (required)
Riga & Cologne core hours (probably from 10 AM to 7 PM Vietnam time)
Travel
Regular
trips to our Riga office
Experience
Typically 5+ years
incl. strategy ownership
Start date
Flexible
around your notice period
The role in detail
What you'll do, and what we need from you. Side by side, no surprises.
What you will do
Day-to-day, week-to-week. Real work, not job-description boilerplate.
→ Own the lifecycle roadmap. Decide which retention programs we run across shops and why — welcome, retention, win-back, loyalty, reactivation.
→ Lead segmentation & targeting strategy. Define how we slice audiences and match message to moment across brands.
→ Own measurement. Set the KPIs, run the tests, and turn results into the next round of improvements.
→ Raise the bar. Mentor the CRM team, review work, and set the standard for quality and process.
→ Partner cross-functionally. Align with brand, product and data teams on the retention agenda.
Requirements
What we genuinely need. Short list on purpose.
Must have
→ Typically 5+ years in CRM/lifecycle/retention marketing, including owning strategy, not only execution.
→ Proven results improving retention or lifecycle KPIs you can talk through concretely.
→ Deep hands-on command of a CRM/ESP platform (Emarsys, Iterable, Braze, CleverTap or similar).
→ Hands-on, demonstrable experience with agentic AI — workflows you've actually built and run, not just general familiarity with AI tools.
→ Strong on segmentation, testing and measurement — you reason from data.
→ Reliable daily overlap with European (CET) hours is a firm requirement for this role — our CRM team sits in Riga and Cologne.
→ Working-level English for a globally distributed team.
Nice to have
→ Multi-brand or multi-market CRM experience at scale.
→ SQL for self-serve analysis.
Why this role
“The senior CRM seat at TCG” comes with real ownership, not a fancy title on someone else's roadmap. Here's what's actually true.
Ownership
The senior seat
You set the strategy rather than execute someone else’s — the roadmap is yours to defend.
Strategy owner
Scale
Leverage that shows up in numbers
20+ shops and millions of customers — good retention work moves real revenue here.
20+ shops | Millions of customers
Team
Anchor the team's craft
You shape how the CRM team works and learns — mentoring, reviewing, and setting the standard for quality and process.
Mentoring | Standards
Tooling
The stack behind the strategy
Emarsys as the CRM core, rich product and order data from our own manufacturing, and agentic AI to move faster. Gaps in the stack? You make the case for what's next.
Emarsys | Own data | Agentic AI
Who we're looking for
Two short lists. The "probably not a fit" column is on purpose — it makes the first column more credible, and saves both of us time.
Sounds like you?
→ You’ve owned a lifecycle strategy and moved the numbers, not just shipped campaigns.
→ You reason from data and can defend your choices.
→ You like being the senior person others learn from.
→ You can zoom from roadmap to a specific broken flow and back.
Probably not a fit if…
→ You’re early-career or looking for your first CRM strategy role — this is a senior seat.
→ You want to focus purely on execution and leave strategy to someone else.
→ You’d rather not mentor or set standards for others.
→ Time-zone overlap with European colleagues doesn’t work for you.
What we offer
The essentials, done properly — plus the parts that matter locally.
→ Real ownership — the senior CRM seat, strategy included
→ Modern CRM + AI stack — Emarsys + internal AI tools
→ International exposure — globally distributed teams
→ Local benefits — Health coverage, paid leave & local perks
How we hire
Four steps. About three weeks. No surprises. We tell you who you'll meet, what they'll ask, and roughly how long each step takes.
1
Day 1–3 · Async
You apply
Short application + CV. Reviewed by Talent + the CRM Lead.
Reviewed byTalent + the CRM Lead
2
Day 4–7 · 30 min
Recruiter call
Mutual scoping with the Talent team.
You meetTalent team
3
Day 8–14 · 60–90 min
Hiring manager + practical
Conversation with the CRM Lead plus a short task: outline how you’d audit and improve our lifecycle program in your first 90 days.
You meetthe CRM Lead + practical
4
Day 15–21 · Async
Offer or no
Final conversation, then a decision. Written feedback either way.
You meetFinal call
Our promise: You'll always know where you stand. We give written feedback at every stage — yes, even when it's a no — we never ghost, and the whole process runs in about three weeks.
Ready to apply?
No cover letter required. Instead, a few short prompts help us understand how you think — answer them in the application, or bring your answers to the recruiter call.
1Walk us through a lifecycle program you owned end-to-end.
The strategy, the results, and what you'd do differently now.
2How do you decide what to test next when everything looks “fine”?
Show us how you find headroom when there's no obvious fire.
3How do you raise the CRM craft of a team around you?
Reviews, standards, mentoring — what's actually worked for you?
Use the Apply button above to get started~10 minutes · we reply within 2 working days
- Locations
- Vietnam, Ho Chi Minh
- Employment type
- Full-time
