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CRM & Lifecycle Lead, International

United Kingdom, London · Job Posted June 28, 2026
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Job Description

We're hiring a CRM & Lifecycle Lead, International to own that engine. You'll run lifecycle as a central function across our international markets, assisting scale what already works in our established markets and building it from scratch for each new launch. You'll report to the Product Growth Lead, partner with the Head of International Growth and Performance on strategy, and lead execution through a team of local-language copywriters.

Job Responsibility

  • Own CRM and lifecycle as a central function across our international markets, from strategy to execution, accountable for activation, adherence, retention, and LTV
  • Help scale our established markets (Germany, Canada, Japan) with strategic oversight, finding the next unlock in each program rather than letting it go stale
  • Build the lifecycle program for new market launches end to end: the flows, the segmentation, the measurement, and the messaging, in time for go-live
  • Be channel-adaptive by market. Email leads in some markets
  • others lead with WhatsApp, SMS, push, or in-app. You'll build the right mix for each market rather than forcing one playbook everywhere
  • Own segmentation and automated flows (onboarding, adherence, follow-up, winback, reactivation) and the experimentation roadmap that improves them
  • Run a measurement framework that proves whether lifecycle work actually moved retention and LTV, not just open and click rates
  • Lead a team of local-language copywriters to localise and execute at quality and speed across markets, owning briefing, QA, and delivery
  • Partner with the Product Growth Lead and the wider growth function so lifecycle and conversion pull in the same direction, and the handoff from paid to owned is clean
  • Own deliverability, list health, and compliance (GDPR and local privacy regimes) across every market we operate in
  • Share winning programs and learnings across markets so a win in one place reaches the others quickly

Requirements

  • 5+ years in CRM, lifecycle, or retention marketing, ideally in DTC subscription or healthcare
  • Hands-on experience with a modern lifecycle platform (Customer.io preferred
  • Braze, Iterable, or similar also relevant), building flows yourself rather than handing them off
  • Strong command of segmentation, automation, A/B testing, and lifecycle measurement, with a clear method for proving impact on retention and LTV
  • Versatility across channels (email, SMS, WhatsApp, push, in-app) and the judgment to build the right mix for each market rather than copy-pasting one playbook
  • Experience standing up a lifecycle program for a new market or brand, not just operating an established one
  • Comfort across several markets at once, and with the ambiguity and deadlines of new launches
  • A command of deliverability, list health, and data compliance (GDPR and equivalents)
  • Strong written communication. You'd rather send a doc than book another meeting

Nice to have

  • Healthcare or other regulated-industry experience
  • Multi-market or international experience (especially Europe or APAC)
  • Experience with non-email-first markets, where WhatsApp or SMS carries the program
  • A second language relevant to one of our markets
  • Comfort with SQL or BigQuery, even at a basic query-modify level
  • People leadership experience, or a clear appetite to grow into managing a team
  • Fluency with Claude Code or other AI workflow tools

What we offer

  • Hybrid working (3 days a week in our Old Street office)
  • Annual professional development budget
  • Equity options so you share in our growth
  • 25 days holiday plus bank holidays
  • Wellness allowance
  • Enhanced parental leave (20 weeks paid for primary carers)
  • Your own MacBook, setup, and Euc swag
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