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Manager, CRM

City:  Baltimore
Country/Region:  US
Application Deadline:  N/A

The North America CRM Manager will be supporting the United States & Canada in optimizing our CRM activities, including email campaigns, customer growth, personalization and loyalty. This person will also be a stakeholder in shaping the future strategy of CRM for North America and Global.


The CRM Manager is a data-driven, highly skilled CRM and email marketing manager.  The main responsibilities will be supporting CRM activities and to enhance our performance for all aspects. The ideal candidate will have combined objectives to support both the online sales on the Pandora eComm business, while also driving footfall and revenue in concept stores.  In addition, it will be important to test, share best practices and improve our B2C email programs based upon data and optimization.


The ideal candidate is curious, confident and sufficiently knowledgeable to work closely with the Global CRM Team to input into Global Strategy.


This role is extremely fast paced and so a highly organized and self-motivated individual is essential. 


Pandora employees must demonstrate the ability to apply the core values of Dream, Dare, Care & Deliver to their position.  They are expected to use the values to help the business reach its vision, in accordance with the digital marketing strategy.


Essential Functions:



  • Oversee two direct reports, one for loyalty and one for email. Provide leadership, guidance, and prioritization.
  • Be the point person on all things audience and 1:1 customer comms from a marketing standpoint
  • Create test and learn matrix for both US and CAN, based on data and segmentation
  • Be the expert on all CRM-related platforms including but not limited to our ESP, Content Engine, and CDP, as well as provide operational support and training where needed
  • Builds and maintains successful relationships across GTM, PR, Media, Social in addition to Global CRM and IT teams
  • Take project lead and support markets on cross functional projects including development of full-network programs including loyalty, promotional campaigns and other large-scale initiatives
  • Act as the in-market SME for all things email, SMS and CRM including with internal corporate employees but also with entire sales field team and associates
  • Act as a stakeholder and help Global prioritize development backlog as it relates to loyalty, personalization roadmaps, technology and other market-specific needs
  • Drive loyalty strategy in market, serve as main POC for North America Leadership, Global and all consulting arms related to loyalty


Email Marketing:

  • Accountable for the email marketing calendar while leaning on your team and direct reports to build, design and align with other departments including brand, retail, ops, creative, etc.
  • Comfortable stepping in as operational lead for all email execution during critical/busy periods. Including uploading images, building and testing emails in ESP and managing the end-to-end process, including email broadcast and data workflow
  • Responsible for developing a robust email testing strategy, to include tests across all aspects, including creative, copy, segmentation, product and messaging
  • Leads CRM strategy for activation launches


Concept Store CRM Support:

  • Works alongside Marketing team to support with store-level email marketing, including localised event invites
  • Responds quickly to local needs to drive footfall after weekly trade meeting – constantly considers how to use the email channel to drive commercial objectives


Loyalty and Clienteling Initiatives:

  • Responsible for acting as main point of contact for all development and project management of loyalty and clienteling initiatives including: cross-functional meetings, leadership check-ins, cluster sign-off on global provision, etc.
  • Responsible for any loyalty driving initiatives including customer competitions, partnerships and giveaways and the performance reporting generated by such campaigns
  • Works closely with Pandora global CRM to devise a relevant and commercially focussed loyalty programme that fits within the larger global program but represents the needs and requirements of the NAM cluster
  • Partner with retail operations and go-to-market teams to create, define, and manage clienteling strategy and execution
  • Transactional and Program Emails
  • Day-to-day management of transactional and flow emails to ensure all copy and creative is up to date with latest drops
  • Responsible for the email programme strategy, from data analysis through to creative concepts and reporting and optimization, working closely with global CRM and IT


Customer Analysis

  • Manages customer insight projects alongside local Analytics team to steer CRM strategy and support the wider marketing team
  • Works closely with the wider team to represent CRM at Pandora
  • Build audiences in partnership with Analytics team and Global Data Scientists that support personalization and segmentation initiatives



  • Set Regional KPIs and track performance; create and share monthly and quarterly reports with markets and Global
  • Act as center of excellence, supporting and being proactive in improving our CRM activities
  • Responsible for weekly reporting and measurement of each email, including both ESP and Adobe Analytics data
  • Uses insight to devise an optimization and testing strategy for email channel


Something About You:


  • Bachelor's degree in business, science, or engineering.
  • Minimum four years’ experience in a CRM / email marketing role
  • Expert in CDP or ESP; Capable of driving audience segmentation and personalization
  • Accustomed to working with many stakeholders
  • Excellent communication skills, both written and verbal
  • Results focused, commercial mindset and commitment to continual optimization
  • Enthusiasm, positive approach, energy and passion for CRM
  • Must be organized, detail-oriented with unprompted follow through
  • Experience writing copy for digital channels, with an excellent grasp of English language and grammar
  • Highly organized, with an ability to work to deadlines, and to plan and prioritize short and long-term tasks effectively
  • A good standard of computer literacy including the use of all Microsoft Office programs
  • The ability to work independently and as part of a larger team
  • Exceptional interpersonal skills


Travel Required: up to 15%  



NYC Salary Range: $111,800 - $139,700 (commensurate with experience)



About Pandora:


Pandora designs, manufactures and markets hand-finished jewellery made from high-quality materials at affordable prices. Pandora jewellery is sold in more than 100 countries through 6,800 points of sale, including more than 2,700 concept stores. 


Headquartered in Copenhagen, Denmark, Pandora employs 27,000 people worldwide and crafts its jewellery at two LEED certified facilities in Thailand using mainly recycled silver and gold. The company plans to be carbon neutral by 2025 and has joined the Science Based Targets initiative to reduce emissions across its full value chain. Pandora is listed on the Nasdaq Copenhagen stock exchange and generated a revenue of DKK 23.4 billion in 2021. 


At Pandora, we believe that creating an inclusive and diverse workplace and reflecting societal diversity in our customer engagement is essential to delivering on our company purpose: to give a voice to people’s loves. We dedicate ourselves to fostering, cultivating and preserving a culture of inclusion and diversity where everyone feels respected and valued.

Nearest Major Market: Baltimore