CRM Specialist – Lifecycle Marketing

About the role

As a CRM Specialist at Instashop, you will own the retention and engagement engine, designing and scaling lifecycle marketing journeys that drive user retention, reactivate lapsed customers, and build brand loyalty across the UAE and Egypt.

Key responsibilities

• Design end‑to‑end customer journey maps and automate triggers for onboarding, activation, retention, win‑back and loyalty.
• Act as the internal super‑user and product owner for Braze, managing push notifications, in‑app messages, email and SMS campaigns.
• Analyze user behavior and purchase history to create dynamic segments and deliver personalized content.
• Maintain database hygiene, ensure compliance with regional data regulations, and coordinate data flow with product and engineering teams.
• Run continuous A/B tests on subject lines, send times, content and channel combinations to improve open rates, CTRs and conversions.
• Collaborate with Brand, Commercial and Performance teams on category launches, localized promotions and co‑marketing campaigns.
• Produce weekly and monthly reports on retention metrics such as Retention Rate, Churn Rate, Frequency and Repeat Purchase Rate.

Required profile

• Bachelor’s degree in Marketing, Business Administration or a related field.
• 4+ years of experience in CRM and marketing automation, preferably with Braze.
• Proven track record of developing and executing successful retention and engagement campaigns.

Required skills

• Braze platform expertise.
• Push notifications, in‑app messaging, email and SMS campaign management.
• A/B testing and optimization.
• Data segmentation and analysis.
• Reporting and KPI tracking.