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.
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.
Skills Required
- Experience in CRM, lifecycle or app marketing
- Strong experience managing push and in-app messaging ecosystems
- Experience with marketing automation platforms, Emarsys preferred
- Experience with mobile attribution and deep linking tools
- Strong analytical capability
- Experience managing cross-functional stakeholders
What We Do
At PUMA, we are in constant pursuit of faster. That extends beyond our support of the fastest athletes in the world. We also work to be fast in how we adapt to and connect with the constantly changing world around us. Through innovative design, iconic footwear and apparel, and authentic partnerships, we aim to always push what’s next in both sport and culture. That hustler’s spirit can be felt across PUMA categories, partnerships, offices, and countries. And we are always in search of talent that can help us set the pace at which sport and culture collide, as well as finding better ways to connect and collaborate with our communities. PUMA supports over 14,000 employees across 120+ countries. The PUMA Group owns the brand PUMA, Cobra Golf and stichd, and is headquartered in Herzogenaurach, Germany.
