Head – CRM

Role Overview

• Own the full Braze platform architecture — from SDK integration strategy to campaign delivery infrastructure.
• Design and govern the event taxonomy and custom attribute schema: define naming conventions, data types, cardinality constraints, and deprecation policies for all custom events and user attributes ingested into Braze.
• Oversee Braze SDK instrumentation (iOS, Android, Web) in collaboration with engineering — including session tracking, custom event firing logic, purchase events, and SDK configuration (flush intervals, geofencing, push primer logic).
• Architect Braze Currents pipelines to route raw engagement data into the data warehouse for closed-loop attribution and reporting.
• Master the use of Liquid templating for deep personalisation at scale — including conditional logic, content blocks, connected content calls, and aborting messages based on real-time attribute state.
• Build and maintain Braze Canvas flows for complex, multi-step lifecycle journeys — including branching on event triggers, audience splits, action paths, experiment steps, and post-path analytics.
• Manage Segment membership logic rigorously: understand the difference between extension segments (SQL-based, evaluated at send), standard segments (evaluated on ingestion), and the performance implications of each at scale.
• Govern data point consumption as a core operational metric — audit event instrumentation to eliminate unnecessary data point inflation, enforce attribute update batching practices, and maintain a data point budget aligned with contractual limits.
• Manage user identity resolution in Braze: alias lifecycle (anonymous → identified), changeUser() call strategy, merge behaviour, and the downstream effects on campaign eligibility and suppression lists.
• Define and own the full customer lifecycle framework: Acquisition → Onboarding → Activation → Engagement → Retention → Win-back — with distinct KPIs, triggers, and success metrics for each stage.
• Build multi-channel orchestration across Push Notifications, In-App Messages, Email, SMS, and WhatsApp — with channel selection logic driven by user preference data, permission state, and engagement history.

Requirements

• 8–10+ years in direct-to-consumer marketing, with a strong bias toward growth, lifecycle, or CRM functions.
• 4+ years in a managerial or leadership role, with direct reports and cross-functional accountability.
• Proven track record in fintech, remittance, payments, or consumer banking — candidates who understand the nuance of financial product activation and compliance-aware marketing are strongly preferred.
• Demonstrated experience operating across multiple markets, languages, and time zones — including managing localisation workflows, market-specific regulatory constraints, and culturally adapted messaging strategies.
• Expert-level command of Braze Canvases: multi-step flows, action-based triggers, audience paths, experiment steps, post-path analytics.
• Deep understanding of Braze's data model: the distinction between custom events, custom attributes, purchase events, and nested/array attributes — and the data point cost implications of each.
• Hands-on experience designing event schemas: naming conventions, property typing, event deduplication strategies, and coordinating instrumentation with mobile and web engineers.
• Proficiency in Liquid templating within Braze: conditional personalisation, content blocks, aborting sends via {% abort_message %}, and connected content integration patterns.
• Experience with Braze Currents and understanding of the raw event schema exported to S3/GCS/Snowflake.
• Solid understanding of Braze Segments vs. Segment Extensions, their evaluation timing, and performance trade-offs at scale.
• Experience managing Braze's identity layer: anonymous user handling, alias assignment, changeUser() strategy, and merge/orphan prevention.
• Familiarity with Braze SDK configuration best practices across iOS, Android, and Web.
• Understanding of Braze's send-time optimisation, rate limiting, and delivery controls (e.g., quiet hours, frequency capping, IP warming for email).

Tech Stack

• Android
• iOS
• SQL

Benefits

• Health insurance
• Professional development opportunities
• Flexible working arrangements