Global Head of eCRM, Personalisation & Automation

2025 is set to revolutionise how we connect with our global members. As we migrate to a next-generation eCRM platform, we're building on strong foundations to accelerate our move into cross-channel CRM and deeper personalisation, accelerating our move into hyper-personalised communications with over 2M members worldwide. 

Our vision? A seamless, cross-channel CRM strategy that integrates email, WhatsApp, chat (including LINE), platform notifications and browser messaging. Blending AI-powered personalisation with human-led strategy, real-time automation and deep audience insights, this role will ensure every interaction is intelligent, relevant and locally adaptable across EMEA, APAC and the Americas. We use leading tech like Braze and Movable Ink to ensure every interaction is timely, relevant and hyper-personalised.  

🌟 Join Our Team as Global Head of eCRM, Personalisation & Automation! 🌟

We are looking for a Global Head of eCRM, Personalisation & Automation to drive this transformation. This is a high-impact, senior leadership role responsible for shaping and executing a global eCRM strategy that maximises engagement, retention and lifetime value. You’ll own the end-to-end personalisation strategy, ensuring our marketing automation drives real business impact while overseeing the expansion into new digital channels like WhatsApp, LINE and other chat platforms, content cards and in-platform messaging. 

You’ll manage a team of eCRM specialists, working closely with cross-functional teams to push the boundaries of data-driven eCRM. The role demands a visionary leader who loves to innovate but can also dive into the day-to-day details, ensuring seamless execution and continual optimisation. 

As we evolve and expand our capabilities, this role is ideal for a leader with expertise in eCRM, cross-channel marketing, automation, and AI-driven personalisation. If you thrive in a fast-moving, technology-driven environment, this is your opportunity to play a key role in shaping the future of how we engage and delight our global members. 

Are you ready to drive the next evolution in member engagement? 

Key Responsibilities 

Leadership and Cross-Channel Strategy 

• Develop and lead a cohesive, cross-channel CRM strategy, ensuring seamless integration of email marketing, WhatsApp, platform notifications, browser messaging, LINE and future communication channels. 

• Manage the funnel, driving member activation, engagement and retention by delivering the right communication through the right channel at the right time, tailored to audience preferences and behaviours. 

• Accelerate the design and rollout of automated communications. 

• Leverage Braze and Movable Ink to deliver dynamic, real-time personalised content that resonates with members across email and other channels. 

• Implement AI-powered personalisation and decision-making strategies to enhance member experiences and optimise marketing efforts. 

• Ensure global alignment while allowing for local market adaptation, working with regional teams across the Americas, EMEA, and APAC. 

• Identify and implement emerging tools, technologies, and best practices to enhance the effectiveness of the cross-channel CRM strategy. 

Data Analytics and Strategic Decision-Making 

• Leverage data analytics to inform and refine CRM strategies, ensuring decisions are data-driven and aligned with business objectives. 

• Evaluate consumer data to drive strategic decisions, identifying trends and insights that inform personalised marketing initiatives. 

• Collaborate with data teams to develop dashboards and reporting frameworks that track performance across all channels, enabling data-driven decision-making. 

Collaboration and Stakeholder Management 

• Maintain regular communication with key business departments to ensure alignment of CRM initiatives with overall business goals. 

• Work closely with the data team to ensure the maximise the opportunities for data-driven automation. 

• Manage relationships with internal stakeholders to facilitate knowledge sharing and collaborative strategy development. 

• Work closely with the content team, proposition teams (including dining, travel, tickets and offers), account managers and key stakeholders to align strategies and campaigns with business objectives. 

Technical Proficiency 

• Demonstrate expertise with CRM platforms, automation tools, and data integration processes, including Braze, Snowflake, and personalisation tools like Movable Ink. 

• Possess technical understanding of the use of HTML coding and liquid, coupled with an understanding of algorithms and data structures to effectively manage and optimise CRM systems. 

Leadership and Team Development 

• Motivate, mentor and manage a global team of CRM professionals, a;; email marketing experts, to ensure a high-quality, high-performance and collaborative culture. 

Member-centric Focus 

• Understand consumer needs and formulate viable consumer relations solutions that enhance the member experience. 

• Develop strategies to accelerate growth of activate members and member lifetime value. 

• Optimise touchpoints across all channels to enhance the member journey and drive measurable business growth. 

• Extensive experience in leading CRM and cross-channel marketing operations at scale, ideally in a global, multi-language environment. 

• Strong technical knowledge of CRM platforms, personalisation tools (e.g., Movable Ink), automation tools, and data integration processes (e.g., Braze, Snowflake). 

• Experience of implementing AI-driven personalisation and journeys is preferred

• Demonstrated ability to develop and execute cross-channel lifecycle marketing strategies. 

• Exceptional leadership skills, with experience managing senior-level teams and driving collaboration across global regions. 

• Analytical mindset with advanced skills in campaign performance analysis, reporting, and optimisation. 

• Strong project management skills, with the ability to prioritise and balance multiple global initiatives in a fast-paced environment. 

Location

We are ideally seeking exceptional candidates based in Las Vegas who are able to commute to the office at least 2 days a week. 

Benefits & Rewards

At Ten, we believe our people are at the core of everything we do. We’ve cultivated a culture that not only acknowledges hard work but celebrates and rewards it. From regular appraisals to our annual Extra Mile Awards, we ensure that those who go above and beyond receive the recognition they deserve. We’re committed to supporting our employees in achieving both their personal and professional aspirations, encouraging everyone to integrate their goals and interests into a fulfilling career with us.  

Our offerings are tailored to meet your needs. Alongside a competitive salary, you’ll gain access to extensive professional lifestyle and travel networks, broadening your horizons and connections. We also provide flexible working arrangements, allowing you to balance your home and office life seamlessly.   

Our Benefits Package includes: 

• 401(k) 

• Dental insurance 

• Employee assistance program 

• Employee discounts 

• Flexible spending account 

• Health insurance 

• Health savings account 

• Life insurance 

• Paid time off 

• Parental leave 

• Retirement plan 

• Tuition reimbursement 

• Vision insurance 

Commitment to Diversity  

We encourage diverse philosophies, cultures, and experiences. We appreciate diversity and are dedicated to creating an inclusive work environment for our employees. This idea unites the teams at TEN. All aspects of our relationship, including the decision to hire, promote, discipline, or terminate, will be based on merit, competence, performance and business needs.