Lead CRM (wmxd)

As Lead CRM you are the strategic and operational center 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. Working closely with the VP Marketing and other parts of the Marketing team you translate the CRM vision into execution lead the CRM team (2-3 people) and make sure every touchpoint either deepens a user relationship or proves that it did.

• Drive the MILES CRM strategy in close collaboration with VP Marketing anchored in our retainreactivateresurrect framework and aligned with commercial growth targets.
• Own retention KPIs across the full user lifecycle incl. churn rate reactivation rate incremental trip volume and hold yourself accountable to them.
• 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.
• 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 our users with relevant content at the right time.
• Integrate AI and predictive logic into the CRM workflow - Next Best Action churn prediction individual behavior 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 teams reporting from campaign metrics to incremental revenue attribution.
• 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.
• Lead the CRM team to coordinate delivery share context and raise the quality of the teams output
• Collaborate across Marketing Product BI and Design to ensure CRM is connected to the full product and brand experience.

• 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 whats 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.

• Mobility: Choose between monthly MILES credits or the Deutschlandticket.
• Fitness: Enjoy a subsidized Urban Sports Club membership for your physical and mental well-being.
• Discounts: Access 1500 providers for discounts on sneakers theater visits and more.
• Home Office: Enjoy the flexibility of working from our office in Berlin and from home.
• Retirement: Secure your financial future with our attractive pension plan.
• Growth: We prioritize personal development through knowledge sharing and training opportunities (with the support from our HR Team and the Team Leads).
• Social Impact: We dedicate a portion of our revenue to support regional social projects actively contributing to the well-being of society and the environment. #milescharity