Manager Mobile App & CRM Global E-Commerce

SPEED & SPIRIT is what we look for in our candidates, defined by some simple values that inspire us to BE DRIVEN in our performance, BE VIBRANT in our sporting legacy, BE TOGETHER in our team spirit, and BE YOU to let our individual talent and experience shine. Applying for a job at PUMA is easy. Simply click APPLY ONLINE and follow the steps to upload your application.

Your mission

As the Global eCom App Marketing Manager, you will define and lead our global app retention and growth strategy across all owned app communication channels.

This role will own the end-to-end global app lifecycle roadmap, from engagement and retention strategy to reporting and analysis, vendor partnerships, and enablement of local market teams. You will work closely with global and local performance marketing teams, CRM, UX/UI, BI and Analytics, Engineering and external vendors to ensure our app ecosystem delivers measurable customer lifetime value.

• Define and lead the global app retention and engagement strategy across push notifications, in-app messaging, and other app communication channels

• Build lifecycle frameworks covering onboarding, activation, engagement, loyalty, win-back, and reactivation

• Establish global best practices and scalable playbooks for local market execution

• Drive personalization and segmentation strategies in partnership with CRM and data teams

• Own the global app growth and retention roadmap aligned with business objectives

• Design and oversee a structured testing framework (A/B, multivariate testing)

• Collaborate with product and UX teams to improve app conversion, usability, and engagement

• Define global KPIs for app performance (retention, churn, CLTV, push engagement, revenue contribution)

• Own strategic relationships with key marketing technology vendors, including Emarsys (ESP & customer engagement) & Branch (deep linking & attribution)

• Act as the central point of contact for local market teams executing app campaigns

• Ensure alignment between global strategy and local execution.

Your talent

• Strong experience in CRM, lifecycle, or app marketing within eCommerce, consumer tech or fashion/ lifestyle organizations.

• Strong experience managing push, in-app messaging, and deep linking ecosystems

• Hands-on experience with marketing automation platforms (experience with Emarsys preferred)

• Experience with mobile attribution and deep linking tools (e.g., Branch)

• Strong analytical capability with ability to translate data into strategy

• Experience managing cross-functional and international stakeholders.

Our principles

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.