Lead CRM (w/m/x/d)

About This RoleAI processing…

Key Responsibilities

• 1
  Drive the MILES CRM strategy in close collaboration with VP Marketing, anchored in our retain–reactivate–resurrect framework and aligned with commercial growth targets.
• 2
  Own retention KPIs across the full user lifecycle incl. churn rate, reactivation rate, incremental trip volume and hold yourself accountable to them.
• 3
  MILES today has a very mature CRM set-up, and we want you to take it to the next level: from multi-channel to omni-channel, from broad segments to behavioral micro audiences, from medium automation to AI-driven workflows.
• 4
  Develop a true omni-channel user experience that goes beyond e-mail, push and in-app messages to create engaging experiences for our users.
• 5
  Lead the transition from broad segment-based CRM to high-intent behavioral micro-audiences, nudging our users with relevant content at the right time.
• 6
  Integrate AI and predictive logic into the CRM workflow - Next Best Action, churn prediction, individual behavior windows - in close partnership with BI and Product.
• 7
  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.
• 8
  Work together 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.
• 9
  Lead the CRM team to coordinate delivery, share context, and raise the quality of the team’s output
• 10
  Collaborate across Marketing, Product, BI, and Design to ensure CRM is connected to the full product and brand experience.

Requirements

• 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 our Berlin-based context.

Perks & Benefits