eBay
Global Markets Lead - Global Buyer CRM
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At eBay, we're more than a global ecommerce leader — we’re changing the way the world shops and sells. Our platform empowers millions of buyers and sellers in more than 190 markets around the world. We’re committed to pushing boundaries and leaving our mark as we reinvent the future of ecommerce for enthusiasts.
Our customers are our compass, authenticity thrives, bold ideas are welcome, and everyone can bring their unique selves to work — every day. We're in this together, sustaining the future of our customers, our company, and our planet.
Join a team of passionate thinkers, innovators, and dreamers — and help us connect people and build communities to create economic opportunity for all.
Global Markets Lead - Global Buyer CRM
About the Team
The Global CRM team powers personalized, data-led engagement for millions of eBay users across email, push notifications, in-product messaging, and other owned channels. Sitting at the center of eBay’s growth engine, the team plays a critical role in deepening customer engagement, strengthening loyalty, and driving meaningful business impact, contributing approximately 10% of total company revenue through owned CRM channels.
We are seeking a highly driven and customer-focused leader to join our Global Buyer CRM. This role will be responsible for shaping how CRM understands, prioritizes and activates customers across our most significant markets.
This is a senior strategic leadership role at the heart of CRM’s AI transformation. You will ensure our Global Markets CRM program is built on deep customer understanding, insight-led hypotheses and scalable content systems - not assumptions, gut feel or reactive business asks.
You will partner closely with executive leadership, Market Leads, Initiative and Trading teams, AI Transformation, Product, Marketing, Analytics and Creative to define the next generation of hyper-personalized CRM experiences across eBay.
In this role, you will lead a team to translate market-level business priorities and customer needs into a cohesive Global Markets CRM strategy that drives retention, loyalty and long-term engagement. You will lead the customer insight, learning agenda and market prioritization framework across markets, ensuring CRM focuses on the highest-value customer problems, moments and experiences.
You will raise the standard of customer thinking across Global Markets, build strong cross-market alignment, and ensure findings from one market are rapidly scaled, adapted or challenged across others. You will also play a pivotal role in leading the team shaping our content strategy for CRM’s AI Engine.
The Role
This role will lead the full cross-market picture - customer insight, market prioritization, CRM strategy, learning agenda, scalable content strategy and performance delivery - across Buyer, C2C, Shipping, Incentives and Financial Services.
This role sets the direction for how Global Markets CRM operates, learns and scales across eBay’s most commercially important regions.
This is a player-coach role: close enough to the work to set the quality bar, senior enough to operate at a head of level across the business, and influential enough to align market, product, trading and transformation teams around a shared customer agenda.
What You Own / Key Responsibilities
You own the CRM strategy across markets, connecting customer insight, business priorities and market dynamics into a clear, evidence-based plan. As GM of our Global Markets CRM strategy across markets, you will define who we target, through what experiences, at what moments, and why.
Under your leadership, the team will become the recognised CRM authority on customer behaviour, motivations, engagement patterns and market differences across key markets. You will own cross-market customer insight and CRM learning agenda, grounded in behavioural data, qualitative insight, commercial context and customer hypotheses.
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This leader will set the strategic prioritization across markets, ensuring CRM focuses on the highest-value opportunities for customer and business impact. You will lead the team to identify the highest-value customer problems and opportunities across markets, using data, research, commercial insight and market context to frame clear customer hypotheses.
As the global lead, you are responsible for growth outcomes across the key markets, including Focus Customers, Focus Experiences from owned CRM channels and will lead and coach the team to ensure we are laser focused on market performance - identifying what is working, what is not, and what findings should be scaled, adapted or stopped.
Your team will set the customer learning agenda for Global Markets, ensuring CRM is continuously testing, learning and improving against the moments that matter most. From there, you will build the global content strategy and approach required to support CRM’s AI Engine
This leadership role will set the standard for insight-led decision-making across Global Markets, ensuring business requests are balanced against customer needs, evidence and long-term CRM strategy, ensuring customer insight becomes the primary input into CRM prioritization, replacing reactive campaign planning with evidence-led decision making.
You will become the senior partner for teams across Trading, Product, Marketing, AI Transformation, Analytics and regional leadership. As a leader/coach - you will be responsible for the continued development of Market Leads and/or senior market team members, creating high-accountability, fast-moving teams.
You will ensure customer insight becomes the primary input into CRM prioritization, replacing reactive campaign planning with evidence-led decision making, raising the standard of customer thinking across the team - introducing frameworks, insight routines and guidelines that help teams move beyond campaign execution into customer-led strategy.
Shape CRM’s AI-Powered Content and Experience Strategy
Partner with AI Transformation, Content, Product and Analytics to shape how CRM’s AI Engine serves customers across markets.
You will lead the team to identify what reusable content, modules, metadata and decisioning inputs are required to test customer hypotheses and improve CRM relevance over time. You will support the team to prioritize content investments based on customer need, business value and scalability across journeys, channels and markets and ensure content strategy is modular, reusable and adaptable across markets while preserving local relevance and customer trust.
You will lead by example and become a champion the use of AI-powered tools to create, iterate and optimize high-quality CRM content at speed - helping transform CRM from a campaign-led operating model into an AI-powered system that continuously learns and delivers more relevant experiences for every customer.
Drive Cross-Market Performance and Prioritization
You will own performance visibility across markets, ensuring market strategies are adjusted based on customer and commercial signals - leading regular cross-market reviews to identify what is working, where performance is under pressure and takeaways we should scale.
You will prioritise decisions that balance commercial objectives, customer needs, channel health and long-term CRM value and challenge reactive briefs and subjective priorities by grounding decisions in evidence, customer insight and opportunity sizing.
Lead Through Influence Across the Business
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You will act as the senior CRM partner for Global Markets, working closely with Trading BUs, Product, Marketing, Analytics, AI Transformation and regional leadership. You will be the primary POC for VP GMs across markets. You will influence senior partners to align on customer priorities and make trade-offs between market asks, customer needs and CRM strategy and partner with Market Leads to ensure each market has a clear strategy, strong execution rhythm and a live understanding of customer performance. As part of this, you'll represent Global Markets CRM in senior forums, bringing clarity on priorities, performance, risks and opportunities.
Build High-Accountability Teams and Ways of Working
Lead and develop Market Leads and/or senior CRM team members across Global Markets.
Create a culture of clear ownership, fast learning, high standards and experience accountability.
Coach teams to think from customer problem to hypothesis, experience, content, measurement and learning - not simply from brief to campaign.
Set the quality bar for critical thinking, customer insight, partner management and executional excellence.
Help teams navigate ambiguity, continued change through transformation. make confident prioritization decisions and drive outcomes at pace.
Leadership Expectations
- Build, lead and coach a team of exceptional Market Leads and Customer Strategists, raising the quality of critical thinking across Global CRM.
- Build an environment where teams proactively find opportunities rather than respond to briefs.
- Develop future leaders capable of shaping CRM strategy within their markets.
- Develop future leaders who are setup to face ambiguity and a constantly evolving environment
Key Relationships
- Director, Global Buyer CRM
- Market Leads across US, UK and Germany
- CRM x AI Transformation
- Buyer/Seller Triggers, B2C CRM and broader Global CRM teams
- Trading BUs: C2C, Focus Categories, Shipping & Fulfilment, Buyer Strategy
- Product: Buyer/Seller Experience, PMM and AI-enabled experience teams
- Analytics, Customer Insight and Experimentation teams
- Creative, Content and Brand teams
- Regional Marketing and Commercial leadership
What We’re Looking For
We’re looking for a senior CRM leader who consistently seeks to understand customers deeply and is passionate about building more relevant, resourceful and scalable customer experiences.
You will likely bring:
- Significant CRM leadership experience, ideally within ecommerce, marketplace, retail, technology or another customer-led digital business.
- Consistent record to operate across multiple markets, balancing global consistency with local customer and commercial nuance.
- Deep CRM expertise across lifecycle, trigger-based, incentive-led and personalized engagement programs.
- Strong understanding of customer journeys, behavioural segmentation, channel strategy and owned-channel performance.
- Demonstrated ability to shape strategy through customer insight rather than simply completing business briefs.
- Strong analytical skills, with the ability to combine qualitative research, behavioural data, commercial insight and market context into clear customer hypotheses.
- Commercial fluency, including comfort with financial targets, opportunity sizing, investment trade-offs and performance accountability.
- Excellent critical thinking and problem-solving abilities, with the ability to create clarity in ambiguity.
- Creative judgment and a strong instinct for what makes content relevant, useful and valuable to customers.
- Experience influencing senior partners and aligning cross-functional teams without relying on direct authority.
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