Lead CRM

About the role

As Lead CRM, you are the strategic and operational center of the CRM function. You shape and drive the retention agenda across all user horizons, onboarding new users, retaining active users and reactivating lapsed or dormant ones. Working closely with the VP Marketing and other parts of the Marketing team you translate the CRM vision into execution, lead the CRM team (2-3 people), and make sure every touchpoint either deepens a user relationship or proves that it did.

What you'll do

• Drive the MILES CRM strategy in close collaboration with VP Marketing, anchored in our retain–reactivate–resurrect framework and aligned with commercial growth targets.
• Own retention KPIs across the full user lifecycle incl. churn rate, reactivation rate, incremental trip volume and hold yourself accountable to them.
• Take the mature CRM set-up to the next level: from multi-channel to omni-channel, from broad segments to behavioral micro audiences, from medium automation to AI-driven workflows.
• Develop a true omni-channel user experience that goes beyond e-mail, push and in-app messages to create engaging experiences for users.
• Lead the transition from broad segment-based CRM to high-intent behavioral micro-audiences, nudging users with relevant content at the right time.
• Integrate AI and predictive logic into the CRM workflow - Next Best Action, churn prediction, individual behavior windows - in close partnership with BI and Product.
• Champion a measurement discipline: work with Marketing Intelligence and BI to establish a permanent global holdout group and shift reporting from campaign metrics to incremental revenue attribution.
• Lead the CRM team to coordinate delivery, share context, and raise the quality of the team's output.

What you'll need

• 5+ years of experience in CRM, lifecycle marketing, or retention strategy with a track record of working at a senior individual contributor or lead level.
• Proven ownership of retention metrics in a B2C digital product environment with a meaningful active user base.
• Strong strategic instinct: you can turn a retention brief into a prioritised roadmap and a roadmap into measurable outcomes.
• Solid understanding of CRM infrastructure incl. segmentation logic, automation architecture, channel orchestration, as well as hands-on enough to challenge what's being built.
• Experience with or strong working knowledge of Braze; familiarity with AI-driven personalisation and predictive tooling is a strong advantage.
• Data-literate and commercially sharp: you know the difference between a vanity metric and a retention signal, and you build reporting accordingly.
• Comfortable working in a collaborative team structure where influence matters as much as authority.
• Fluency in English; German is an advantage in the Berlin-based context.

What they offer

• Mobility: Choose between monthly MILES credits or the Deutschlandticket.
• Fitness: Subsidized Urban Sports Club membership.
• Home Office: Flexibility to work from the Berlin office and from home.
• Retirement: Attractive pension plan.
• Growth: Personal development through knowledge sharing and training opportunities.
• Social Impact: Revenue dedicated to support regional social projects.