Senior CRM & Email Marketing Manager

Overview: SOFTSWISS is looking for a Senior CRM & Email Marketing Manager to own and develop B2B CRM and email marketing across the customer lifecycle. You’ll build and optimise CRM communications in HubSpot, develop automated customer journeys, manage audience segmentation and lead nurturing, and run email campaigns that generate and qualify leads and move them through the funnel towards MQL, Sales Accepted Lead (SAL), and pipeline conversion. Purpose of the role: You’ll build a scalable CRM and lifecycle marketing approach that engages leads and clients throughout the B2B customer journey. Working closely with Product & Growth Marketing, Performance Marketing, Sales, and other teams, you’ll combine CRM strategy with hands-on execution in HubSpot to improve lead engagement, lead quality, Lead-to-SAL conversion, and pipeline contribution. Key responsibilities: Own and develop the CRM and email marketing strategy across the B2B customer lifecycle. Plan, build, and optimise email campaigns and automated lifecycle journeys in HubSpot, including nurture, re-engagement, product, webinar, event, and follow-up campaigns. Develop audience segmentation, personalisation, and lead scoring to improve Lead-to-SAL conversion and the Marketing-to-Sales handoff. Launch targeted and ABM campaigns across different products, markets, and audience segments. Manage HubSpot Marketing Hub, workflows, CRM integrations, contact properties, and data quality. Own email deliverability, database hygiene, and GDPR compliance. Track CRM and email performance, run A/B tests, and continuously optimise engagement, conversion, MQL/SAL generation, and pipeline contribution. Required Experience: Russian and English language skills at B2 level or higher. 5+ years of experience in CRM, email, lifecycle marketing, or marketing automation, preferably in B2B environments with long sales cycles. Strong hands-on expertise with HubSpot Marketing Hub, ideally at Enterprise level. Proven experience with automated workflows, lifecycle journeys, audience segmentation, and lead scoring. Strong understanding of Lead, MQL, SAL, lead nurturing, attribution, and Marketing-to-Sales processes. Good knowledge of email deliverability, CRM data management, and GDPR requirements. Strong analytical skills and the ability to connect CRM performance with funnel and pipeline results. Nice to have: Experience in B2B iGaming, SaaS, fintech, or technology. Experience with Customer io, ABM, and data enrichment tools. Basic HTML/CSS knowledge. Experience running multilingual and multi-market CRM campaigns. Experience using AI tools for personalisation, content, segmentation, or workflow optimisation. Our Benefits: Private health insurance Sports benefits Comprehensive Mental Health Program Free English lessons (online) Local language courses Paid time off Maternity leave support Referral program rewards Upskilling, internal workshops, and participation in professional conferences and corporate events