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2025 Torchie Awards: Our Final Categories + The People's Choice
7 MIN READ We’re in the final days before Forge and the countdown to the Torchie Awards is on! For this post, we dive into three categories that always see the most entries: Collaborative Team of the Year, Creative Excellence, and Campaign of the Year. The submissions for 2025 were next level, and because of that we’re introducing something new this year: The People’s Choice Award for two of our award categories, Creative Excellence and Campaign of the Year. More on that in a moment, but first, check out the accomplishments of our nominees for Collaborative Team of the Year. Collaborative Team of the Year This award celebrates teams that have successfully worked across different departments and disciplines to create best-in-class campaigns. Crunchyroll A global, cross-functional team of 13 worked together to create a deeply personalized messaging experience for over 12 million members, resulting in over 3 million unique impressions. HBO Max Max Rewind 2024 was a globally executed, end-of-year personalized recap campaign that felt like a "Spotify Wrapped" for Max subscribers. A cross-functional team delivered this best-in-class, interactive experience, with CRM Ops leading the technical innovation by building it entirely in Braze despite lacking native tooling. This resulted in a stunning success, with a well-above average participation rate in the US and major press coverage. Jump This fully remote cross-functional team leveraged Braze to build a proprietary platform that delivers highly personalized, real-time fan experiences for clients, resulting in smarter campaigns and stronger fan connections. REA Group REA Group’s cross-functional team collaborated to expand their Braze expertise from B2C to B2B, resulting in record monthly active members in their B2B Customer app “Ignite” and a strong personalization stack, ready to accelerate even further. Sephora Sephora partnered across six different teams to tackle a critical Braze reimplementation, reducing their custom events from over 20,000 to a manageable 30, which led to a 549% year-over-year increase in revenue from a key campaign. SoFi A small, ambitious group at SoFi collaborated to create the "Money Moves" campaign, a highly personalized email that provided members with an insightful review of their financial progress, creating a blueprint for future data-driven campaigns. Your Vote Matters: Let’s talk about the People's Choice Awards Make your voice heard this year at Forge! For the first time ever, the community will decide on an additional winner for the People's Choice Award in two of our top categories: Campaign of the Year and Creative Excellence (hint: the ones you just read about!). During Forge, from September 29-September 30, you’ll be able to cast a vote for your favorite, whether you’re attending Forge in Las Vegas or attending Forge Digital, and determine who takes home the Torchie. Your vote will honor the teams and campaigns that have truly set a new standard for customer engagement. The winners People’s Choice for Creative Excellence and the People’s Choice for Campaign of the Year will be announced on the final day of Forge. Let’s learn about the finalists! Creative Excellence This award honors teams that use the Braze platform to create innovative, original messaging and unique customer experiences. In addition to the Torchie Award from Braze, this category is also eligible for the People’s Choice Award. ClassPass: Best of ClassPass ClassPass's "Best of ClassPass" campaign evolved from a simple idea to a globally scaled, multi-channel creative experience. Using Braze's Canvas, the team mapped a dynamic user journey that included in-app modals for voting, push notifications, emails, and a custom microsite for announcing winners. The campaign saw a 120% increase in in-app voting participation year-over-year and surpassed engagement benchmarks. Braze's features, like Smartling integration and dynamic variables, were key to personalizing content across five languages, proving that creativity and technology can drive authentic connection. HBO Max: Pre-finale IAMs HBO Max's "Pre-finale Voting IAMs" campaign transformed in-app messaging into an interactive, story-driven experience. The team used Braze's Multi-Page IAMs to invite users to predict outcomes for popular shows like House of the Dragon and The White Lotus, then instantly recommend new content based on their choices. This agility, enabled by Braze, allowed the CRM team to own the creative process end-to-end without relying on engineering resources. The campaign saw a significant lift in viewership for featured titles and proved that interactivity can build deeper user investment and loyalty. McDonald's: Unbagged For its "Unbagged" campaign, McDonald's used Braze to turn owned channels into a leading creative force. The campaign, which was a personalized, data-driven "tarot card" reading based on each customer's ordering behavior, was executed through 29 million individualized email and push notification experiences. Using Braze's advanced segmentation and dynamic content, McDonald's crafted over 700 unique story variations. The campaign went beyond metrics, strengthening fandom and emotional loyalty, and set a new standard for what CRM can achieve as a creative and cultural driver. RappiCard: Rosca RappiCard's "Rosca" campaign creatively leveraged a traditional Mexican ritual to drive in-app engagement. Using a custom HTML in-app message built in Braze, users could "cut" a digital Rosca to reveal a randomized, real-time reward. Braze powered the entire end-to-end experience, from handling random prize logic with JavaScript to using webhooks to assign rewards instantly. This approach pushed beyond traditional campaigns by creating a joyful, interactive ritual that increased the likelihood of promotion usage and fostered a deeper emotional connection with users. SoFi: Money Moves SoFi's "Money Moves" campaign was a highly personalized email that provided members with a financial "receipt" of their progress. The idea was to use Braze to showcase aggregated, sensitive data in a transparent and engaging way. The campaign used 31 novel custom attributes and 149 lines of Liquid logic to create a unique receipt for each member. The success of this campaign, which included the use of a third-party partner to add gamified "badges," proved that Braze's personalization tools can build trust and confidence with members, leading to a highly-regarded and impactful marketing message. Campaign of the Year This award recognizes campaigns that show strategic leadership and technical skill to build stronger relationships with customers. In addition to the Torchie Award from Braze, this category is also eligible for the People’s Choice Award. HBO Max: Paris Summer Olympics For the Paris Summer Olympics, the HBO Max EMEA team faced the challenge of delivering over 2,000 real-time communications to 13 markets. They solved this with Braze by building an automated messaging engine using API-triggered Canvas Flows, Connected Content, and Liquid logic. This innovation, including AI automation for key moment alerts, saved over 1,300 hours of manual work and resulted in a high streaming rate of Olympic content, well above the benchmark. The campaign demonstrated a repeatable framework for future live events and significantly boosted engagement. Ibotta: Project Egg Ibotta's "Cheap Eggs Program" was a rapid, four-week campaign launched in response to rising egg prices. Using Braze, the team quickly deployed a universal offer via Content Cards and Push Notifications, reaching a wide audience and driving strong performance. The campaign generated 643 million impressions and led to 319,000 offer redemptions, with 85% of egg offer redeemers also engaging with other content. This agile, data-driven approach not only delivered a significant lift in business metrics but also generated strong earned media coverage and strengthened user trust. RappiCard: Legacy RappiCard's "Legacy" campaign was a gamified experience built with Braze to drive sustained user engagement and financial activity. The campaign used custom HTML in-app messages to create an interactive "level-up" journey where users completed goals to evolve an axolotl avatar and unlock rewards. This strategy, fully orchestrated with Braze Canvas and webhooks, led to significant behavioral uplifts, including a 337% increase in utility bill purchases and a 45% increase in physical card purchases. The campaign was fully automated, required no engineering resources, and established a new growth layer for the company. SoFi: Invest Milestones SoFi's "Invest Milestones" program was designed to engage members beyond onboarding by celebrating their financial progress in real time. The evergreen program, built with Braze, delivers behavior-based messaging triggered by actions like placing a first trade or reaching a portfolio value threshold. This personalized approach has driven over $60 million in net new deposits and achieved a deposit rate nearly four times higher than the benchmark. The program created a scalable framework that allows the marketing team to launch new moments quickly, reducing manual work and driving long-term financial growth for both members and the business. Wendy's: Fresh Picks - March Madness Wendy's "Fresh Picks" campaign leveraged Braze to create an interactive March Madness experience, allowing customers to make tournament predictions. Using Braze's in-app messaging and webhook functionality, they seamlessly integrated with their loyalty platform to award points for correct picks. This multi-channel approach drove over 10 million in-app impressions, attracting over 550,000 new digital accounts and resulting in 1.12 million national offer redemptions. The campaign streamlined operations and delivered significant business impact by turning a passive event into an active, rewarding experience. Good luck to all our finalists–see you at Forge! Join us at Forge to celebrate all the finalists, learn from the best in the industry, and cast your vote for the People's Choice Award. If you can’t meet us in Las Vegas, join us for Forge Digital! Whether you're a long-time member of the community or just getting started, Forge is where you’ll gain the insight, inspiration, and support to stand out by using your creativity in new ways. See you soon!
CRM Executive @ Chelsea FC
We have a new role launching within our digital marketing team to help harness the power of Braze and Segment (CDP) to develop and deliver our automation roadmap. You will be working across all areas of the club with the aim of maximising fan engagement. Please find the link here: https://uk.linkedin.com/jobs/view/crm-executive-braze-experience-required-at-chelsea-football-club-4331724525CRM Specialist at Dabble
Dabble is looking for a passionate Customer Engagement Specialist (US) to help bring our social Daily Fantasy Sports experience to life. In this role, you’ll create and execute engaging CRM campaigns across in-app, push, and email channels — building personalised journeys that delight our players and keep them coming back for more. You’ll collaborate with a creative, data-driven marketing team, using tools like Braze and Amplitude to craft communications that feel fun, fresh, and uniquely Dabble. We’re looking for someone with 2+ years of CRM experience, a knack for storytelling through data, and the ability to thrive in a fast-paced, startup-style environment. If you’re a team player who loves experimenting, innovating, and being part of a community that celebrates its wins together — apply today and join the Dabble crew!Hiring: Lead Product Manager, Member Communications at Personify Health
Hi Everyone! I'm Raven Wilson a Talent Partner at Personify Health and we are hiring for Lead Product Manager! You cand can apply here: Lead PM Communications Overview of the role This product role is focused on omni-channel communications to drive user enrollment, adoption, engagement, and retention throughout our Wellbeing and Health product lines. Engagement channels will include targeted email, SMS, and push notification campaigns leveraging Braze. This role requires collaboration across product management teams, coordination with engineering and data teams, as well as engaging with content and design. You are highly analytical and passionate about delivering high quality engaging experiences, and energized by working closely with smart, talented, and results-focused teammates in a highly interactive environment. You lead by using analytics, data, and research to identify opportunities that will drive engagement with our products, developing end-to-end experiences for these journeys, and measuring the effectiveness of your ideas via A/B testing. About you: 6+ years of experience with omni-channel communications; especially in the context of SAAS user communications, product communications, & product engagement. Minimum of 8 years of experience working in Product Management with at least 1-3 years as a Lead Product Manager. Ability to structure, manage, and coordinate multiple complex cross-functional projects and processes with multiple stakeholders at both senior and junior levels Possessing the maturity and capability to interact and influence across multiple levels in a global matrixed organization Natural collaborator, with excellent communication skills with customers, peers, colleagues and executives Self-starter with the ability to proactively identify opportunities and projects ·Experience using Braze Salary Range: $120-140,000 You cand can apply here: Lead PM Communications🚀 Job Seeker: Head of CRM & Lifecycle Strategy | Available Feb 2nd
My successful Maternity Cover contract as the Head of CRM at loveholidays is wrapping up on January 30th, and I’m now actively seeking my next strategic leadership challenge in CRM, Lifecycle Marketing, or Retention, available from early February. Why Connect with Me? I am a highly accomplished Senior Leader with a passion for enabling data-led strategies to deliver significant commercial value. My expertise lies in owning end-to-end CRM strategies, building high-performing teams, and driving customer lifetime value (CLTV). My background is rooted in leveraging platforms like Braze (and others, including Adobe Campaign, Salesforce) to deliver quantifiable results: Automation & Efficiency: Successfully deployed AI to automate the entire newsletter process, reducing weekly resource hours from 35 to just 5. Commercial Growth: Instrumental in quadrupling yearly reactivation profits from £32M to £130M. If your company needs a strategic leader focused on Optimisation, Automation, and Building Data-Led Customer Journeys using cutting-edge MarTech, please reach out directly! I am ready to bring my momentum and expertise to a new challenge. Connect With Me! Connect with me on LinkedIn: https://www.linkedin.com/in/josie-sultan-31170791/50% Off Braze Certifications — Black Friday Starts Now
1 MIN READ Our limited-time Black Friday promotion is live! From November 17 to December 5, get 50% off any Braze Certification exam using the promo code blackfriday. It's the best way to validate your skills and level up before the new year! Key Details 50% off any Braze Certification exam Register by EOD December 5, then take the exam within 7 days Unlimited use! Take multiple exams during the promo window Study & Prep Resources Braze Certifications: https://learning.braze.com/page/certification Learning Paths: https://learning.braze.com/page/learning-paths Braze Store on Certiverse: https://braze.certiverse.com Take advantage of this Black Friday offer while it lasts!Hiring: Head of CRM (Jaja Finance, London)
About Jaja Jaja is an innovative UK based consumer finance business, leading initially with a digital credit card launched in 2018, and a pipeline of consumer finance solutions in the making. We are on a mission to redefine the consumer finance experience and liberate customers from needless complexity, wasted time and frustration. Or as we say it, Make Simple. We will delight our customers – making the customer experience simpler, more enjoyable, more intelligent – treating customers fairly and giving them more control of their money. About The Role This is a role for a technically focused CRM leader who thrives at the intersection of data, technology, and customer experience. You’ll architect and own the CRM ecosystem, designing scalable, automated journeys that respond to real-time customer behaviour and deliver measurable impact. You’ll be hands-on with our Braze platform, pushing the boundaries of what’s possible. Whether it’s launching a new lifecycle framework or debugging a complex campaign flow, you’ll be the go-to expert who combines strategic thinking with technical execution. You’ll work in a fast-paced environment where experimentation is encouraged and speed matters. Collaboration will be second nature, as you embed CRM logic deep into the customer experience. You’ll lead a technically capable team, mentoring them to build smarter, faster, and more personalised campaigns. This isn’t just about sending emails; it’s about building a CRM engine that drives growth, retention, and customer engagement at scale. Key responsibilities: Own the CRM architecture & strategy: Define and lead the technical CRM roadmap, ensuring scalable, automated, and data-driven lifecycle marketing across email, app, push, and in-app channels. Align CRM infrastructure with business growth (in particular the Lifecycle and Loyalty teams) and customer experience goals. Data-driven personalisation & segmentation: Leverage customer data models, event streams, and behavioural signals to build dynamic segmentation and real-time personalisation. Partner with Data and Analytics to unlock predictive capabilities and drive retention and LTV. Advanced Braze enablement: Act as the internal Braze expert, owning configuration, integrations, and advanced use cases (continued integration with our credit card platform, data warehouse, mobile apps, and backend systems via SDKs and APIs). Continuously explore and implement new Braze features to enhance campaign sophistication and automation. Gamification & behavioural design: Architect and deploy gamified CRM experiences using event-based triggers and progress mechanics. Drive repeat engagement and habit formation through smart, scalable design. Performance engineering & experimentation: Define and monitor CRM KPIs, build dashboards, and run rigorous A/B and multivariate tests. Use experimentation frameworks to optimise journeys, messaging, and channel mix. Cross-functional technical collaboration: Work closely with Product, Engineering, Data Ops, and Analytics to ensure CRM is deeply embedded in the tech stack. Influence data pipelines, event taxonomy, and customer state logic to support CRM use cases. Team leadership & technical mentorship: Lead and grow a technically capable CRM team. Provide hands-on support in campaign logic, data troubleshooting, and platform configuration. Foster a culture of curiosity, precision, and delivery. About You Proven CRM leader. You think and act like a founder – this means you own the tool and know that success is down to you and your team. Rolling your sleeves up and moving fast on high impact initiatives is what you enjoy. You’re a technical master – you thrive in creating technical solutions and integrations to deliver enhanced automation and personalisation capabilities. Preferably with Braze experience. Strong analytical mindset with experience in A/B testing, segmentation, and funnel analysis. Precision and attention to detail in campaign design and execution. Able to write and troubleshoot basic HTML, JSON, Liquid & JavaScript Desired Skills & Experience: Minimum 7 years of CRM experienceMarTech Systems Engineer
Scooter’s Coffee is seeking a Martech Systems Engineer to own and optimize the platforms that power customer engagement, retention, and loyalty. This role requires a systems-level thinker who can understand tool dependencies, ensure clean integrations, and troubleshoot issues as they arise. The right candidate will bring the technical expertise to connect APIs, refine workflows, and keep our marketing technology stack running seamlessly. The ideal candidate is a problem-solver who thrives at the intersection of marketing and technology - someone who enjoys making complex systems work together to deliver real business impact. This role reports to the Director of Loyalty and CRM and collaborates closely with marketing, analytics, and technology teams. Description Configure, maintain, and optimize Martech integrations across platforms such as Braze, Talon.One, Amplitude, and related. Design and support API-based triggered campaigns, personalization, and event-driven automations. Ensure accurate event tracking by developing and maintaining taxonomy, validating data, and troubleshooting inconsistencies. Manage and evolve catalog structures in Braze to support personalization at scale. Troubleshoot technical challenges across workflows, segmentation, and data pipelines. Partner with cross-functional teams to align dependencies and ensure smooth execution of campaigns. Create and maintain technical documentation for integrations, APIs, and workflows. Stay current on partner/vendor roadmaps and advocate for features that enhance automation and personalization. Qualifications 5+ years of experience in Martech, marketing automation, or related systems roles. Strong knowledge of APIs, webhooks, and integrations. Proficiency with Postman or similar tools for API testing and validation. Strong troubleshooting and problem-solving ability across complex system interactions. Able to bridge marketing goals with technical solutions. Familiarity with front-end languages and query tools such as HTML, CSS, Java, SQL, and Liquid for customizing templates, troubleshooting, and optimizing campaigns. Familiarity with cloud-based architectures and scalable Martech frameworks. This role won't be posted until late November, but I'd like to start sourcing now so that we can move quickly once the role is posted. If you are interested in this position, please reach out to me: anne.schultheis@scooterscoffee.com -Remote, but MUST reside in one of these states: AZ, AL, AR, CO, FL, GA, IL, IN, IA, KS, KY, LA, MI, MN, MS, MO, NE, NV, NM, NC, ND, OH, OK, SC, SD, TN, TX, UT, WI, WY -This is a company policy and I cannot change it -No freelancers; this is a full-time salaried job
Seeking a Director of Lifecycle Marketing
Hey all - A customer I'm working with is looking for a Director of Lifecycle Marketing in Irving, TX or for the right candidate they are open to a remote employee. Job posting listed here, please email me directly at allison.shimer@braze.com or message me on LinkedIn. Thank you! Allie
