CRM Manager (MAT cover)

Description

lOCATION: London, Hammersmith

WORKING PATTERN: Mon - Fri (37.5 hours), Eligible for virtual working / flexible working

reports to: senior director, retention & content

Role Purpose

The CRM Manager– EMEA will lead the strategy and execution of Funko’s CRM and lifecycle marketing programs across the EMEA region, with a primary focus on the UK market. This role is responsible for driving customer engagement, retention, and lifetime value through localized, data-driven, and personalized fan experiences across email, SMS (including WhatsApp) and emerging owned channels.

Reporting into global retention leadership, this role will partner closely with US counterparts to ensure global alignment while tailoring strategies to regional audience behaviours, regulatory requirements, and commercial priorities.

This role will oversee the EMEA CRM team and be responsible for scaling lifecycle programs, advancing personalization, and supporting Funko’s continued international growth across and .

What You’ll Do:

Strategic Ownership

• Develop and execute EMEA-specific lifecycle marketing strategies that drive engagement, retention, and revenue growth.
• Own the regional CRM calendar and roadmap, ensuring alignment with EMEA commercial priorities while maintaining consistency with global campaigns and brand standards.
• Localize global campaigns and lifecycle programs to reflect regional nuances, audience behavior, and cultural moments.
• Partner cross-functionally with global and regional teams (acquisition, digital, customer service) to deliver a seamless end-to-end customer experience
• Leverage CDP and first-party data to define advanced segmentation, personalization, and automation strategies that drive LTV growth
• Own the regional experimentation roadmap, embedding a test-and-learn approach to continuously optimize performance and inform global best practices

Technical and Platform Expertise

• Act as the regional CRM expert across platforms (Klaviyo, Wunderkind, , translating first-party data into actionable strategies in partnership with analytics and CDP teams
• Own and optimize CRM tools and integrations, identifying opportunities to improve performance, scalability, and efficiency
• Support global platform rollouts and ensure successful adoption across the EMEA team

Team Leadership

• Provide strategic direction while empowering the EMEA CRM team to execute day-to-day campaign management and automation programs.
• Partner with global retention leadership to align on priorities, ways of working, and team development
• Act as the senior CRM stakeholder for EMEA in cross-functional planning and decision-making

Analytics, Reporting, and Budget

• Own regional CRM performance reporting, defining KPIs across engagement, conversion, retention, churn, and CLV
• Analyse performance and translate insights into actionable strategies that drive incremental revenue and efficiency
• Partner with global teams to standardize reporting frameworks while incorporating regional insights and contributing to global knowledge-sharing
• Support forecasting and budget management for CRM programs, including messaging costs and vendor investments

Cross-Functional Alignment and Expansion

• Collaborate with regional acquisition, eCommerce, and brand teams to align messaging and campaign strategies.

What You’ll Bring:

• Significant experience in CRM and lifecycle marketing, with a proven track record of driving retention, engagement, and revenue growth
• Strong commercial insight, with experience owning or influencing revenue targets, forecasting, and performance metrics
• Deep understanding of CRM strategy, including segmentation, automation, personalisation, and customer lifecycle management
• Hands-on experience with leading CRM platforms (. ESPs, CDPs) and a solid understanding of data structures and customer data usage
• Advanced analytical skills, with the ability to translate data into strategic insight and clear business recommendations
• Experience leading, mentoring, or managing teams and/or agencies
• Excellent stakeholder management skills, with the ability to influence at all levels of the organisation
• Strong project management and organisational skills, with the ability to manage multiple priorities in a fast-paced environment
• Exceptional written and verbal communication skills, with a strong eye for detail
• A proactive, strategic mindset with a passion for continuous improvement and innovation
• Experience working in eCommerce or DTC environments (Shopify experience beneficial but not essential)
• Passion for customer experience and a genuine interest in pop culture and the Funko brand