Head of Customer Value Management

Head of Customer Value Management Strategy - Customer Growth - Leadership About Team Join our international Marketing function , where customer insight, data, and technology come together to create meaningful customer experiences and sustainable business growth across multiple digital lending markets. You'll lead a diverse team of CRM specialists, campaign managers, analysts, and customer value experts, collaborating closely with Risk, Product, Operations, and local market teams to maximize customer lifetime value while supporting responsible lending. This role is based in Tallinn (Estonia), Riga (Latvia), or Vilnius (Lithuania) , with responsibility for initiatives across all IPF Digital operations and markets. Here’s how you’ll put your skills into action: Customer Value Management: Lead the customer lifecycle strategy to increase retention, repeat borrowing, and customer lifetime value while delivering sustainable portfolio growth. Customer Insight and Data Analysis: Transform customer, portfolio, and campaign data into actionable insights that improve segmentation, increase repeat borrowing, strengthen repayment behaviour, and support better commercial decisions. Campaign Management and Optimisation: Design, test, and continuously improve customer lifecycle campaigns using experimentation and performance analysis to maximise engagement, conversion, and customer lifetime value. Leadership: Build and develop a high-performing international CRM team, creating a culture of ownership, collaboration, and data-driven decision making. Stakeholder Engagement: Build strong partnerships across Marketing, Risk, Product, Operations, Finance, and local market teams to balance commercial growth with responsible lending principles and deliver aligned customer outcomes. Governance and Performance Management: Establish clear KPIs, monitor portfolio performance, ensure compliance with regulatory and data privacy requirements, and continuously improve customer value initiatives through measurable results. Communication and language skills: Communicate confidently and clearly in English, adapting your language and style to suit diverse audiences. You’ll facilitate collaboration across international teams, ensuring shared understanding and smooth delivery across markets. We also know that experience counts – and we believe that the following can support your success: Extensive experience leading Customer Value Management, CRM, or customer lifecycle strategies within financial services, banking, insurance, telecommunications, or another highly data-driven customer business. A proven track record of delivering measurable improvements in customer retention, portfolio profitability, customer lifetime value, and commercial performance through data-led decision making. Strong leadership experience managing cross-functional or international teams, combined with expertise in CRM platforms, marketing automation technologies, campaign optimisation, and stakeholder management. Our hiring approach As part of our skills-first recruitment process, you will be asked to complete a practical work challenge. This gives you a chance to showcase your skills, your way of thinking, and your problem-solving approach – beyond what’s on a CV. In the next steps, we’ll focus on getting to know you better through conversations around culture fit and soft skills, to ensure we’re a great match for each other. What we can offer you: A comprehensive benefits package to support your well-being; Flexible hybrid work model with the option to work from home; A dynamic, fast-paced environment where innovation thrives; The opportunity to make a real impact on company growth and success; A collaborative team of passionate, talented professionals. Here’s how our team describes our culture The culture at IPFD is driven by our shared values. People are put first, we accept differences and encourage individuality. Due to our flat business structure, we enjoy collaborating together. Enjoying some good times together is also highly encouraged! Sounds good? We all think so at IPF Digital. Department Marketing - CRM Locations Lithuania , Latvia , Estonia Remote status Hybrid Monthly salary €5,500 - €6,500 IPF Digital in numbers markets years of experience people on board customers served since 2008 About IPF Digital Our purpose We are IPF Digital – the global fintech company, arm of the international IPF Group. Our mission? To make everyday life easier through fast, simple and responsible online financial services. We operate in multiple countries across several continents – from Mexico to Australia – helping customers achieve their daily goals and long-term dreams and building the better world through financial inclusion. What makes us stand out? Everything we do is guided by three values: We are Responsible – We always take due care in our actions and decisions. We are Respectful - We treat others as we would like to be treated We are Straightforward - We are open and transparent in everything we do. Is this you? You’ll enjoy working at IPF Digital if: you thrive in an international environment as our HUB & Spoke environment is all about collaboration, you value ownership and autonomy in your work, you appreciate a friendly, open culture and know the meaning of real team spirit. Get to know IPFD Talks! IPFD Talks E01P01 IPFD Talks E01P01 IPFD Talks E01P02 Welcome to IPFD Talks! About IPF Digital Your first day at IPF Digital - what you can expect and how to prepare