Head of CRM

Responsibilities

• Retention Strategy
• Own Releaf's retention strategy, setting clear goals across patient activation, engagement, subscription growth, and churn reduction
• Lead the ongoing development of Releaf+ - our subscription model - ensuring it delivers genuine value to patients and performs commercially
• Develop and manage loyalty mechanics, refer-a-friend programmes, and other retention incentives that drive long-term patient engagement
• Work alongside the Brand Team to market and communicate Releaf's retention products - including the Releaf medical cannabis card, Releaf Protect, and free legal support for Releaf+ patients - ensuring patients understand and use what's available to them
• Build proactive intervention programmes that identify early signs of patient drop-off and act on them before churn happens
• CRM & Communications
• Work closely with the CRM & Lifecycle Lead to develop and execute a patient communications strategy across the full lifecycle - from onboarding through to long-term retention
• Ensure CRM activity is data-led, well-segmented, and aligned to retention goals
• Own the feedback loop between patient communications and operational reality - medication changes, formulary updates, patient support changes - ensuring comms reflect what's actually happening across the business

Requirements

• Proven experience in a senior growth, retention, or lifecycle marketing role, ideally in a digital health, healthtech, or subscription business
• A track record of owning and improving retention metrics - churn, LTV, activation, engagement - not just reporting on them
• Strong understanding of CRM strategy and patient or customer lifecycle communications
• Experience marketing subscription products or membership programmes, including auditing and rebuilding what isn't working
• Commercially sharp - you build business cases, set goals, and hold yourself accountable to outcomes
• Comfortable working cross-functionally with clinical, operational, and commercial teams, not just marketing
• Experience working in a regulated industry - you understand the constraints and know how to operate effectively within them
• Strong analytical skills, able to translate data into clear strategy and communicate findings to non-technical stakeholders
• Experience leading and developing a small team