Lead CRM (w/m/x/d)

As Lead CRM, you are the strategic and operational centre of our 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. You translate the CRM vision into execution, lead the CRM team (2‑3 people), and ensure every touchpoint deepens a user relationship.

Responsibilities

• 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 including churn rate, reactivation rate, incremental trip volume, and hold yourself accountable to them.
• Elevate our mature CRM set‑up from multi‑channel to omni‑channel, from broad segments to behavioral micro audiences, and 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 our 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—including Next Best Action, churn prediction, and individual behaviour 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 the team’s reporting from campaign metrics to incremental revenue attribution.
• Work with the Brand team to ensure that more touchpoints are value‑add rather than conversion‑driven, building a CRM experience users would genuinely miss if it disappeared.
• Lead the CRM team to coordinate delivery, share context, and raise the quality of the team’s output.
• Collaborate across Marketing, Product, BI, and Design to ensure CRM is connected to the full product and brand experience.

Qualifications

• 5+ years of experience in CRM, lifecycle marketing, or retention strategy with a track record 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: turn a retention brief into a prioritised roadmap and a roadmap into measurable outcomes.
• Solid understanding of CRM infrastructure—including segmentation logic, automation architecture, channel orchestration, and hands‑on capability 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: differentiate between vanity metrics and retention signals, and 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 our Berlin‑based context.

Benefits

• Mobility: choose between monthly MILES credits or the Deutschlandticket.
• Fitness: enjoy a subsidised Urban Sports Club membership for physical and mental well‑being.
• Discounts: access 1,500+ providers for discounts on sneakers, theatre visits, and more.
• Home Office: flexible work from our office in Berlin and from home.
• Retirement: secure your financial future with our attractive pension plan.
• Growth: prioritise personal development through knowledge sharing and training opportunities.
• Social impact: we dedicate a portion of revenue to support regional social projects and contribute to well‑being of society and the environment.