CRM Lead, B2B2C

Responsibilities

• Define the B2B2C CRM strategy and roadmap in collaboration with leadership, covering activation, engagement, and retention
• Own CRM execution for utilization-based and strategic accounts: design, build, QA, launch, and optimize custom journeys in Braze
• Track member utilization and engagement against contractual targets, and adjust programs to close gaps
• Partner with Client Success and account teams to tailor programs to client population, goals, and commitments at scale
• Build the foundational infrastructure for the scaled book, including base Canvas architecture, client-level segmentation, and dynamic content frameworks, so the Manager can operate it at volume
• Own the data and segmentation architecture, including custom attributes and events and how org-level context drives personalization
• Run the experimentation program: hypotheses, test design, readouts, and roadmap decisions
• Pilot new approaches with priority accounts, then hand proven plays to the Manager to scale across the book
• Set standards for Canvas architecture, naming conventions, and measurement
• Manage, coach, and develop the CRM Manager: set priorities, give feedback, and decide when requests from the broader book warrant custom work

Requirements

• 7+ years in CRM or lifecycle marketing with deep, hands-on Braze expertise (Canvas, Liquid, Connected Content, segmentation, event-driven triggers)
• A record of defining strategy and personally building and shipping it
• Experience managing a small portfolio of performance-linked accounts where CRM outcomes affect contract results
• Experience managing or mentoring others, formally or informally
• Comfort with SQL and analytics tools (Snowflake, Amplitude), and the ability to turn data into decisions
• Strong presence with senior stakeholders and cross-functional influence

Preferred

• Experience with B2B2C, benefits, or health-adjacent products (preferred)
• Familiarity with HIPAA and privacy-conscious data practices (preferred)