CRM Senior Manager

ROLE AND DEPARTMENT 

We’re looking for a CRM Senior Manager – Direct to Consumer (DTC) to join our Global CRM & Loyalty Team .

This role owns end-to-end customer relationship marketing for Coty’s DTC storefronts across all geographies. Your mission is to grow the first-party database, orchestrate high-performing lifecycle and commercial campaigns while curating the overall customer experience, and maximize loyalty program ROI.

Your work will have a direct impact on customer engagement, lifetime value, and loyalty performance , helping to drive Coty’s digital growth strategy.

You will report to the Global CRM & Loyalty Director.

THE ROLE 

As Senior Manager, CRM, Personalization & Loyalty, you’ll own the endtoend customer lifecycle for three global DTC storefronts, converting firsttime buyers into loyal advocates. Leveraging deep behavioural analysis, you’ll craft automated journeys and adhoc campaigns across email, SMS, WhatsApp and paid lookalike audiences to maximise LTV. You’ll elevate our loyalty programme—tiering, rewards and UX—while ensuring every consent flow and data touchpoint meets GDPR and CCPA standards. You will deliver weekly dashboards focusing on spotlight deliverability, database health and incremental revenue, guiding crossfunctional optimization. Thanks to the actions you will recommend and put in place, you will contribute to the net revenue of the DTC websites. Finally, you’ll keep Coty on the cutting edge by scouting new technologies and running rapid AI pilots that sharpen personalization at scale. A special focus on upskilling teams and ensuring best practices adoption is essential for success.

In this role you will be responsible for:

• Growing the customer database : Plan and execute on-site, media, and partnership tactics to capture new opt-ins, ensuring GDPR and CCPA compliance. Continuously monitor data quality and opt-in rates.
• Delivering analytics : Partner with the Data, Segmentation & Optimization Manager to manage KPI dashboards for database growth, CRM campaign analysis, and loyalty performance. Investigate deliverability issues and identify incremental revenue drivers.
• Driving CRM activations to increase LTV : Design, launch, and optimize automated flows (welcome, nurture, replenishment, win-back, loyalty tier triggers) and campaigns across email, SMS, WhatsApp, and paid media lookalikes.
• Maximizing loyalty program performance : Increase adoption and ROI by tracking tier movement, benefits usage, and friction points. Recommend enhancements and test new mechanics to boost repeat purchase rates.
• Innovating CRM practices : Scout emerging technologies (including AI) and pilot solutions, sharing learnings across Coty brands.
• Vendor management & platform integration: in collaboration with the digital tech team, projectmanage the onboarding of new CRM, loyalty or dataenrichment partners, ensuring seamless integration with our Klaviyo stack and global data model
• Upskilling and workflow optimization : Build capabilities across teams, standardize best practices, and streamline processes for CRM and loyalty initiatives.

The role is based in Paris with the possibility of a hybrid working schedule with a maximum of 50% days remote monthly.

KEY CONTACTS (INTERNAL & EXTERNAL)

INTERNAL

• Global CRM & Loyalty Team
• DTC Business Teams
• Brand Teams
• Data, Tech & Operations Teams

EXTERNAL

• CRM technology vendors
• Media and data partners

ORGANIZATIONAL CHART

WHAT YOU’LL BRING 

We’d love to see candidates who have:

- Project Manager with 5 to 7 years background in CRM & loyalty projects (agency or company/group level) with a proven experience with DTC.

- Proven success working with all levels of management and within fast-paced and evolving environments.

- Exceptional analytical, logical, and strategic thinking ability.

- Demonstrated experience in developing and landing innovations – both small and large, especially within highly matrixed organizations with cross-functional ownership.

- Experience in retail and/or O2O highly preferred.

- Demonstrated experience working with digital products, systems, channels, and platforms .

- Curiosity with developed POVs towards loyalty, market landscape advocacy, emerging trends, and industry prospects.

- Passion for delivering exceptional customer experience.

- Excellent interpersonal and communication skills.

- Experience working in an international environment .

CAPABILITIES CHECK LIST

To fill this role, the candidate tick at least X % of this check list:

• • • CRM Strategy Development
    • Campaign Execution & Optimization
    • Data Analysis & Reporting
    • Loyalty Program Management
    • Project Management
    • Cross-functional Collaboration
    • Innovation & Emerging Tech Adoption