Company Description

Publicis Groupe, the world's second largest communications group, is a solutions platform that is present in more than 100 countries and has more than 98,000 employees. With a unique work philosophy, The Power of One puts clients at the center by promoting the growth of their business through creative agencies (Publicis, Leo Burnett, Publicis Health, Wysiwyg, Nurun and Digitas), media (Zenith, Starcom, Spark and Performics), and areas of transversal knowledge. Publicis Groupe links Creativity, Technology and Data offering a value proposition that effectively connects brand and consumer.

Overview

We are looking for a CRM & Digital Strategy Manager to lead the digital and CRM strategy for our clients’ campaigns, including always‑on and in‑app initiatives. This role ensures direct alignment with business objectives and profitable growth. You will integrate data, technology, and activation to design personalized experiences that drive performance and user engagement across mobile apps and web platforms.

Role Objective

To define and execute the strategic roadmap for CRM and digital activation in order to maximize customer acquisition, retention, and lifetime value. The role focuses on delivering measurable impact on sales, frequency, and customer value, while ensuring excellence in strategic project execution.

Responsibilities

- Define and develop CRM and digital campaign strategies, including in‑app initiatives and loyalty programs.
- Align project objectives with business KPIs (incremental sales, frequency, average ticket, LTV, and customer value).
- Establish key deliverables, strategic roadmaps, and action plans to ensure successful execution.
- Design advanced segmentation and personalization strategies based on data.




- Analyze and optimize communication plans (email and push notifications).
- Lead the orchestration of automated customer journeys focused on acquisition, activation, retention, and reactivation.
- Collaborate with Data, Creative, and Technology teams to ensure omnichannel consistency and data generation.
- Analyze campaign performance and propose continuous optimizations based on actionable insights.
- Lead ongoing A/B testing initiatives in collaboration with the Data team.
- Act as a strategic advisor to senior client stakeholders, identifying growth opportunities.
- Manage client relationships with high autonomy and senior‑level engagement.
- Identify opportunities for digital innovation and CRM scalability.
- Contribute to profitable growth and best‑in‑class strategic development.

What We’re Looking For

We are seeking a strategic, data‑driven leader who:

- Has strong experience in CRM and digital marketing.
- Is comfortable working in app‑driven and omnichannel environments.
- Can translate business objectives into scalable CRM strategies.
- Demonstrates strong leadership and stakeholder management skills.
- Is highly analytical and focused on performance optimization.
- Thrives in collaborative, fast‑paced environments.

Experience

- 8+ years of experience in CRM strategy and digital marketing.
- Proven track record leading complex, data‑driven projects.
- Experience with high‑volume brands, retail,



or QSR is highly valued.

Education

- Bachelor’s degree in Digital Marketing, Business Administration, Engineering, Communication, Data Science, or related fields.

Technical Knowledge

- Personalization architecture
- CRM and lifecycle marketing strategy
- In‑app campaign management
- Advanced segmentation using first‑party data
- Business KPIs and digital performance metrics
- Omnichannel orchestration

Technical Skills

- Customer journey design and optimization
- Data analysis and insight generation
- Functional understanding of databases and SQL logic
- A/B testing frameworks and continuous optimization
- Roadmap and project planning
- Knowledge of marketing automation platforms (Salesforce, Adobe, Braze, or similar)

Soft Skills

- Strategic mindset with strong results orientation
- Ability to influence and negotiate with senior stakeholders
- Executive‑level communication and storytelling
- Strong collaboration and cross‑functional leadership
- High level of autonomy and accountability

Preferred Tools & Technology Stack

- Testing and personalization tools
- Project management platforms (Jira, Asana, Monday)
- CRM platforms (Salesforce Marketing Cloud, Adobe Campaign, Braze)
- Analytics tools (Google Analytics 4, Firebase)

Nice to Have

- Experience in QSR, retail, or FMCG industries
- Background in app‑first ecosystems or loyalty programs
- Participation in CRM implementation or transformation projects
- Knowledge of predictive models (churn, propensity, uplift)
- Experience in strategic pitches and commercial proposal development

Languages

- Spanish: Native
- English: Advanced

Additional Information

Why join us? Because we offer reasons such as:

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📌 CRM Strategy Lead - Publicis Groupe España (Madrid)
🏢 Talent
📍 Madrid