The Role
We are looking for a Head of CRM (EMEA) to lead customer engagement, activation and retention across our EMEA user base. This is a senior role with end-to-end ownership of CRM
for the region - from setting the strategic vision to hands-on execution of lifecycle campaigns.
The successful candidate will be expected to define the CRM strategy and also roll up their sleeves to deliver. This includes building, launching and optimising campaigns, working
directly in CRM tools, and using data and experimentation to continuously improve performance. This is not a purely strategic or people-management role.
A core part of the role is close collaboration with Country Heads and local market stakeholders to ensure CRM initiatives are tailored to geo-specific customer behaviours,
regulatory considerations and product priorities across EMEA. You will act as the connective tissue between global CRM strategy and local market execution.
You will be accountable for driving measurable improvements across onboarding, engagement, monetisation and retention, translating Uphold’s product and growth objectives
into effective, scalable CRM programmes across diverse EMEA markets.
This is a rare opportunity to make an outsized impact at a company that's redefining the future of finance. If you're energized by complex challenges, thrive in fast-paced environments, and
have a track record of delivering results in crypto, we'd love to hear from you. Join us on the frontlines of the digital money revolution and help chart the course for Uphold's next chapter of
growth
Key Responsibilities
● Own and lead the CRM strategy for the EMEA region, covering activation, engagement, retention and reactivation across the full user lifecycle
● Work closely with Regional Heads and local market teams to adapt CRM strategies and campaigns to market-specific needs, customer behaviours and regulatory requirements
● Define regional CRM roadmaps, prioritising initiatives based on impact, scalability and business objectives
● Design and execute multi-channel CRM programmes (email, push, in-app, SMS and emerging channels) to drive product adoption and lifetime value
● Partner closely with Product, Data, Analytics and Engineering teams to deliver personalised, timely and relevant customer experiences
● Drive continuous optimisation through A/B testing, cohort analysis and behavioural segmentation
● Establish clear KPIs and reporting frameworks to measure CRM performance and business impact
● Ensure CRM activity is compliant with regional regulatory requirements (e.g. GDPR) and Uphold’s internal governance standards
● Have experience in working with and managing marketing agencies, ensuring tight briefs and optimal creative output at all levels
● Act as the EMEA subject-matter expert for customer lifecycle marketing within the wider global marketing organisation
Skills & Competencies
● Deep expertise in customer lifecycle marketing, including onboarding, engagement, retention and churn reduction
● Strong strategic thinking combined with hands-on execution capability
● Highly analytical mindset with the ability to translate data into actionable insights
● Experience building segmentation, personalisation and automated lifecycle journeys at scale
● Strong stakeholder management skills, with the ability to influence across functions and regions
● Comfortable operating in complex, regulated environments
● Excellent communication skills, both written and verbal
● Experience in managing agency relationships
Experience & Background
● 5+ years’ experience in a senior CRM, lifecycle or retention-focused marketing role
● Proven experience in crypto, fintech or adjacent digital financial services (crypto experience strongly preferred)
● Demonstrated experience owning CRM strategy for EMEA or multi-market regions. EU regional experience is highly desirable.
● Track record of driving measurable improvements in engagement, retention and LTV
● Experience working with modern CRM, marketing automation and analytics platforms (Customer.io preferably)
● UK-based, with the ability to commute to Uphold’s London office on a hybrid basis
