CRM Audience Lead

theknotworldwide

Barcelona, Catalonia, Spain · Barcelona · Spain

Posted Jul 7, 2026

Contract
Hybrid
Vendor CRM & Lifecycle

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Job description

ABOUT US

In more than ten countries around the world, The Knot Worldwide champions the power of celebration. Our global family of brands provide best-in-class products, services and content to take celebration planning from inspiration to action. At the core of our business is our industry-leading global online wedding Vendor Marketplace, connecting couples with local wedding professionals and a comprehensive suite of personalized wedding websites, planning tools, invitations, and registry services that make wedding planning easier for couples around the globe. Each year, we connect more than 4.5 million users with around 900,000 global small businesses through our Vendor Marketplace.

LIFE AT TKWW

At The Knot Worldwide, we believe in doing work that matters. Each year, we help millions of couples around the world celebrate life’s most meaningful moments, while also helping hundreds of thousands of global small business owners get discovered and scale. Life here means working alongside a team that cares deeply, not just about the work you do, but about the life you live. We prioritize employee well-being and development through meaningful opportunities for growth, and we celebrate milestones and wins in a big way. After all, celebrations are what we do best.

ABOUT THE ROLE AND OUR TEAM:

The CRM Audience Activation Lead is a strategic leader within the Global Vendor CRM team, responsible for defining and scaling the audience strategy, targeting frameworks, and activation infrastructure that power lifecycle marketing across global CRM channels.

This role sits at the center of CRM strategy, data activation, and marketing technology, owning how audiences are structured, governed, personalized, and activated across Email, SMS, Push, in-product messaging, and future channels.

You will architect scalable audience frameworks that improve targeting precision, accelerate campaign execution, and unlock more sophisticated lifecycle marketing capabilities globally. This role will play a critical part in advancing The Knot Worldwide’s adoption of Salesforce Data Cloud and evolving CRM from campaign-based execution toward intelligent, behavior-driven customer engagement.

RESPONSIBILITIES:

Define and own the global audience strategy, segmentation framework, and activation approach across CRM channels (Email, SMS, Push, in-product messaging, etc.)
Architect scalable audience models, reusable cohorts, and targeting logic that improve personalization, lifecycle performance, and operational efficiency
Lead audience activation strategy within Salesforce Marketing Cloud Advanced and Salesforce Data Cloud, helping evolve CRM toward more intelligent, behavior-based engagement
Partner with Enterprise Systems, Data Engineering, and CRM teams to shape audience infrastructure, data models, and activation capabilities
Translate business objectives and lifecycle strategies into scalable audience solutions, segmentation requirements, and activation frameworks
Establish audience governance standards, targeting methodologies, and validation processes that improve targeting accuracy while enabling faster execution
Drive the adoption and operationalization of Data Cloud for segmentation, personalization, and cross-channel activation use cases
Analyze audience and campaign performance trends to continuously optimize targeting strategies, lifecycle journeys, and personalization opportunities
Lead audience experimentation frameworks, including cohort design, audience splits, and testing strategies to improve engagement and conversion outcomes
Serve as the strategic CRM audience lead across Marketing, Product, Enterprise Systems, and Data teams, influencing prioritization and long-term CRM scalability
Develop scalable operating processes and documentation that reduce operational friction and support global CRM growth across US and International markets

IDEAL AUDIENCE STRATEGY & QA CANDIDATES HAVE:

BA/BS degree preferred, with 5+ years of experience in CRM, Audience Strategy, Lifecycle Marketing, Marketing Technology, or Data Activation roles
Deep experience building scalable audience segmentation and targeting strategies within CRM ecosystems
Strong understanding of lifecycle marketing, customer journeys, and behavior-based personalization
Experience with marketing automation and customer data platforms (Salesforce Marketing Cloud, Salesforce Data Cloud, Segment, Snowflake, etc.)
Experience designing scalable audience frameworks, governance models, and activation processes
Working knowledge of SQL and customer data structures
Ability to translate complex business and lifecycle requirements into scalable audience solutions
Experience operating in fast-paced, high-growth, matrixed organizations
Strong cross-functional leadership and stakeholder management skills
Understanding of global privacy and compliance regulations (GDPR, CCPA, CASL, CAN-SPAM)

SUCCESS LOOKS LIKE…

CRM teams can launch sophisticated lifecycle programs faster through scalable audience frameworks and reusable targeting models
Audience strategy and activation infrastructure enable more advanced personalization and lifecycle orchestration
Salesforce Data Cloud becomes a scalable foundation for CRM activation and segmentation
Reduced operational friction and greater targeting agility across CRM programs
Improved lifecycle performance through smarter audience strategy and behavior-based targeting
CRM capability scales globally without linear increases in operational complexity

At The Knot Worldwide, we believe you are more than a resume and invite you to go for it, take the leap of faith, and apply for this job if it sparks your passion to join TKWW and make a difference!

This role is Together@TKWW-eligible and based near one of our office hubs. You’ll be expected to work in the office two days a week as part of our hybrid work model.

#professional-track #LI-Hybrid

AI FLUENCY

At TKWW, AI is a tool that helps our teams work smarter, move faster, and spend more time on the work that matters most. We expect every employee, in every role, to build fluency with the AI tools relevant to their work, use them thoughtfully and with sound judgment, and bring curiosity as these tools keep evolving. This isn't about replacing our people's expertise — it's about equipping every employee to use AI to raise the bar on the work we do together.

WHAT WE LOVE ABOUT YOU:

Commit to our customers: You act as one team on behalf of our customers. You lead with head and heart, and build what matters for life's most meaningful moments.
Raise the bar: You define "great" and work backwards. You don't just accept how it's been done, but boldly define how it should be. You are unafraid to innovate, learn, and keep moving forward toward our shared vision.
Be all in: You believe in our mission and take ownership of your work. You debate openly to reach the best outcomes, speaking with clarity and care, embracing diverse perspectives, then commit fully.
Celebrate impact: You measure success by the outcomes you create. You hold yourself accountable to delivering value, while recognizing progress and the lessons learned along the way. You love to win, together.

WHAT YOU LOVE ABOUT US:

We provide meaningful, high-impact benefits designed to support the holistic well-being of our diverse workforce and help our people thrive both professionally and personally. From physical and mental wellness to flexible time off our programs are built around the moments that matter most.

TOGETHER@TKWW: OUR APPROCH TO HYBRID WORK

Together@TKWW is designed to support how we work best: combining the flexibility we value with meaningful opportunities to connect in person. Whether a role is Together@TKWW-eligible or not, we believe in purposeful moments to come together, build strong relationships, and drive bold ideas forward.

For Together@TKWW-eligible roles, this includes regular in-office time to foster collaboration and connection.
For roles not eligible for in-office expectations, we support connection through virtual collaboration and intentional gatherings.

To facilitate in-person collaboration, we have office spaces in Barcelona, Spain; Delhi, India; Galway, Ireland; London, England and New York, NY.

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US Notice: The Knot Worldwide provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion, sex, national origin, age, or disability. In addition to federal law requirements, The Knot Worldwide complies with applicable state and local laws governing nondiscrimination in employment in every location in which the company has facilities. The Knot Worldwide expressly prohibits any form of workplace harassment based on race, color, religion, gender, sexual orientation, gender identity or expression, national origin, age, genetic information, disability, or veteran status.

Privacy Notice: The Knot Worldwide (TKWW) processes your personal data to evaluate your application, based on the legal ground of taking steps prior to entering into a potential employment contract. Only the data strictly necessary for this purpose is collected. In some cases, your data may also be processed based on TKWW’s legitimate interests (e.g., to improve recruitment practices or manage candidate pools), to which you can object at any time. You have the right to access, rectify, or delete your data, and to object to certain uses. To learn more about your rights, please consult our The Knot Worldwide (TKWW) processes your personal data to evaluate your application, based on the legal ground of taking steps prior to entering into a potential employment contract. Only the data strictly necessary for this purpose is collected. In some cases, your data may also be processed based on TKWW’s legitimate interests (e.g., to improve recruitment practices or manage candidate pools), to which you can object at any time. You have the right to access, rectify, or delete your data, and to object to certain uses. To learn more about your rights, please consult our Privacy Policy. If you wish to file a complaint, you may contact the competent data protection authority. If you wish to file a complaint, you may contact the competent data protection authority.