Job Information
Publicis Groupe CRM Strategy Lead in Madrid, Spain
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.
Qualifications
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
Qualifications & Skills
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:
? Flexible Benefits (Coverflex): Enjoy more than just work with flexible compensation including meal vouchers, health insurance, transportation, and more.
? Growth Opportunities: You can advance in your career not only through the experience of working with major clients but also by accessing local and global training programs specialized according to your role, covering both technical and soft skills.
? Free Online Training: You can access unlimited courses from LinkedIn Learning and Udemy Catalogs through our artificial intelligence platform "Marcel".
? Partner Certifications: You'll have the opportunity to obtain certifications from industry giants such as Meta, Google, or Amazon.
? Work from anywhere: Telecommute up to 6 weeks from over 100 countries with our #WorkYourWorld program.
? Attractive holidays package including your birthday & Advertising Day off plus some additional days off. Rest is also important!
♂️ Well-being: We prioritize the well-being of our staff and organize various health initiatives such as daily meditation or yoga among others.
Employee benefits are an integral part of the company’s annual compensation package. These benefits are subject to the company’s current policies and guidelines and may be modified, updated, or adjusted at the company’s discretion to reflect organizational needs, regulatory requirements, or business conditions.
We are certified as a Great Place to Work , your happiness and providing you with an outstanding experience means a lot to us, let's enjoy!
Here at Publicis Groupe, we are committed to building a culturally diverse workforce and therefore strongly encourage applications from underrepresented groups. We are committed to equality of opportunity and welcome applications from all individuals, regardless of their background: we do not discriminate on the basis of race, color, religion, gender identity or expression, sexual orientation, national origin, age, disability, marital status, or any individual´s status in any group or class protected by law.
If you have any reasonable adjustment needs arising from a disability or medical condition to fully participate in the recruitment process, please discuss this with the recruiter who contacts you.
All employees are committed to complying with obligations regarding Information Security and Technologies, obligations related to the use of Artificial Intelligence, obligations stemming from the Quality and Environmental Management System, as well as obligations derived from the Integrity Management System, Corruption Prevention, and the Anti-Bribery and Anti-Corruption Policy. Furthermore, all employees are required to complete mandatory training courses, declarations, and compliance commitments in these areas.