(Senior) Lifecycle Marketing Manager

At FORMEL SKIN, part of the VOY family, we're redefining how people access healthcare. Together, we're building one of Europe's leading digital health platforms, helping millions of people improve their health through personalised treatments across dermatology, weight management, and preventative care.

Backed by some of Europe's leading health and consumer investors, FORMEL SKIN and VOY combine medical expertise, technology, and customer-centric innovation to make evidence-based healthcare more accessible, convenient, and effective.

Based in Berlin and operating internationally, we're looking for an experienced (Senior) CRM Manager (m/w/d) to help us scale how we engage, convert, retain, and grow our customers and leads. We are a team that builds with AI every day, and you will too.

The Role

You will own defined areas of the customer lifecycle end-to-end, with a strong focus on conversion, activation, retention, reactivation, cross-sell, and CRM-led growth. You will turn customer, behavioural, and funnel data into actionable CRM strategies, build and optimise personalised journeys, and continuously test and learn to improve customer and business outcomes. You arrive able to turn a repeated CRM task into a reusable AI skill or automated workflow. You will be coached to go further: more advanced workflows, then AI agents for CRM built with our engineers (production, security). This is a hands-on role for someone who enjoys both strategic problem-solving and execution. Depending on your level of experience, you will either execute against an established lifecycle strategy or take increasing ownership of shaping the strategy, prioritising the roadmap, and influencing cross-functional decisions.

What You'll Be Doing

Own and optimise lifecycle journeys

• Own defined areas of the customer lifecycle from opportunity identification and strategy through journey design, execution, analysis, and optimisation.
• Build and optimise lead nurturing, funnel abandonment, onboarding, retention, reactivation, cross-sell, and other lifecycle journeys.
• Use behavioural, customer, source, and funnel data to identify opportunities and create meaningful segments and personalised experiences.
• Translate customer and business problems into actionable CRM initiatives and lifecycle programmes.
• Work cross-functionally to define priorities and shape the CRM roadmap.

Drive conversion, retention and CRM-led growth

• Identify and prioritise opportunities across acquisition, conversion, activation, retention, reactivation, cross-sell, and referral.
• Develop journeys for newsletter signups, funnel abandoners, returning leads, inactive users, existing customers, and other high-value audiences.
• Continuously test messaging, timing, segmentation, incentives, channel mix, and journey logic.
• Analyse funnel and customer behaviour to understand not only what is happening, but why.
• Connect CRM performance to commercial outcomes: conversion, retention, customer value, LTV, revenue, and incentive efficiency.
• Prioritise opportunities by expected customer impact, commercial value, incremental potential, effort, and scalability.

Experiment, measure and learn

• Establish and contribute to a structured test-and-learn approach across CRM.
• Design experiments with clear hypotheses, success metrics, and control groups where relevant.
• Evaluate incremental impact rather than relying solely on campaign-attributed performance.
• Analyse campaign, funnel, cohort, and experiment performance and turn results into clear recommendations and next steps.
• Translate learnings into decisions: what to scale, stop, iterate, or investigate further.
• Proactively identify anomalies, performance gaps, and opportunities even when the data is not yet perfectly packaged.

Use AI and automation to work faster and better

• Use AI tools daily (copy first drafts, segment and funnel analysis, QA checks, reporting) and check every output before it is used.
• Build reusable AI skills and automated workflows for repetitive CRM tasks, for example a campaign QA checklist skill, a weekly funnel and flow health report, or segment and copy brief generators. Document them and hand them to the team.
• Measure what each one saves or improves (hours, errors caught, speed to launch).
• Spot where automation or an AI agent could carry a CRM task and write clear requirements for it; work with Data and Tech to put it in production and keep it secure.
• Keep a learning log of what works and what does not, and share it with the team.

Expand CRM capabilities and channels

• Identify opportunities to expand CRM across channels including email, push, SMS, WhatsApp, and other relevant channels.
• Evaluate new channels and formats on customer value, incremental impact, scalability, consent, and operational feasibility.
• Develop scalable CRM programmes, personalisation frameworks, and lifecycle capabilities that apply across markets and customer segments.

Own CRM execution and quality

• Build and optimise campaign logic, audience segments, triggers, and personalised journeys in CRM platforms such as Customer.io, Braze, Bloomreach, or similar.
• Ensure CRM programmes are correctly implemented, monitored, and maintained; own campaign QA.
• Monitor deliverability, consent, DOI, tracking, errors, and other CRM hygiene metrics.
• Check AI-produced content and analysis for accuracy, compliance (claims, consent) and tone before anything goes out. Health and patient data never go into AI tools that Data and Legal have not approved.
• Work closely with Data and Tech to resolve tracking, event, identity, and data-quality issues.

Work cross-functionally

• Partner closely with Marketing, Product, Data, Tech, Brand, Copy, and Operations.
• Translate CRM opportunities into clear requirements and drive projects forward.
• Challenge assumptions and bring a CRM and customer perspective to cross-functional initiatives.
• Influence priorities and decisions even where you do not have direct ownership.
• Keep customer communications consistent across channels.

What You Bring

• 5+ years in CRM, lifecycle marketing, retention, customer marketing, or a related growth function, ideally in subscription, eCommerce, marketplace, or other high-growth environments.
• Proven experience owning CRM initiatives end-to-end, from opportunity to strategy, execution, analysis, and optimisation.
• Strong understanding of the customer lifecycle, funnel conversion, segmentation, retention, reactivation, and customer value.
• Hands-on experience with CRM platforms such as Customer.io, Braze, Bloomreach, Iterable, Klaviyo, or similar.
• Proven AI proficiency: you use LLM tools daily and have built things others can reuse, for example Claude skills or projects with written instructions, custom GPTs, or automated workflows (n8n, Make, Zapier, scripts). Be ready to show at least two that you still use and say what they changed.
• Strong analytical mindset; confident with Looker, Excel/Sheets or similar; comfortable with funnels, cohorts, attribution, and experiment results.
• Solid understanding of experimentation, control groups, and incremental impact; you naturally form hypotheses, test, learn, and iterate.
• Strong commercial judgement; you connect CRM activity to customer and business outcomes.
• Attention to detail and ownership: you notice what is broken and fix it.
• Strong prioritisation and cross-functional communication.
• Fluent in English. German is a strong plus.
• Experience in an international startup, scale-up, or fast-paced environment.
• Basic HTML for email creation and QA.

Nice to have

• Experience building an AI agent (even a small one) or working with an engineer to put an automation in production.
• CRM channels beyond email (push, SMS, WhatsApp).
• CRM deliverability, GDPR, consent management, double opt-in.
• A regulated or compliance-sensitive environment, ideally healthcare.
• Referral, loyalty, or other CRM-led growth initiatives.
• Basic SQL.
• Owning a CRM or lifecycle roadmap across several markets, products, or segments.

What Makes You Successful

• You don't wait to be told what campaign to build. You look at the customer journey, spot what isn't working, understand why, and turn it into an initiative.
• You tell activity from impact and prioritise the work most likely to create value.
• You are comfortable discussing a funnel with Data, a journey with Product, a message with Copy, and campaign logic in your CRM platform.
• You don't just report that performance changed: you want to know why, whether it was incremental, and what to do next.
• You use AI as a tool, not an oracle: you get speed from it and still own the quality.
• You turn what you repeat into skills and workflows others can reuse, and you share what you find.
• You take ownership, move quickly, challenge assumptions, and bring people with you.

Why Work With Us

• Own and scale CRM in a high-growth healthtech: real ownership and the chance to define best-in-class CRM in digital healthcare.
• Personal mentoring on AI and automation in CRM from the growth team: you arrive able to build workflows, you leave able to build and ship agents with our engineers.
• An ambitious international team across CRM, Growth, Product, Data, Tech, Brand, and Operations.
• 28 days vacation, NAVIT or Urban Sports Club membership, employee discounts, a professional development budget, flexible working hours, and a remote work allowance.