Company
Puma
Location
PUMA Way Headquarters, Germany
Employment type
Full-time
Seniority
Manager
Primary category
Digital Marketing
Secondary category
Performance Marketing
Posted date
25 Mar 2026
Valid through
24 May 2026
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.