CRM Lead, B2B2C

Role

Headspace reaches millions of members through 1,500+ employer and health plan clients. As CRM Lead, you'll set the B2B2C lifecycle strategy with the leadership and personally deliver it for a focused portfolio of utilization-based and strategic accounts, where CRM performance directly affects contract outcomes. You'll also build the foundation that lets the rest of the book run at scale, and you'll lead and develop the CRM Manager.

This is a true player-coach role. Expect to spend roughly half your time building in Braze and the rest on strategy, architecture, experimentation, and coaching.

What you’ll be doing

• 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
• Own the performance narrative for senior leadership
• Coordinate with Product, Data/Analytics, Legal/Compliance, and the D2C CRM team

What you need to have

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

How success is measured

• Utilization and engagement outcomes for utilization-based and strategic accounts
• A clear, adopted roadmap
• A sound, scalable Braze architecture that the Manager can run
• Proven plays that get successfully scaled
• The growth and effectiveness of your direct report