CRM Systems & Lifecycle Manager

About the CRM Systems & Lifecycle Manager role at Headspace

The CRM Systems & Lifecycle Manager sits at the intersection of marketing data architecture and lifecycle execution — and that combination is what makes this role unique.

This role owns how data flows into and through our marketing systems, and partners with the Marketing Operations and Lifecycle teams to translate that foundation into campaigns that drive impact for our most important health plan and employer clients. Core responsibilities span data architecture and system design, audience segmentation logic, campaign execution, experiment design, and performance reporting.

This is not a role that steps into a fully defined playbook. You'll help architect and evolve the systems and processes that power lifecycle marketing as the team grows — requiring comfort navigating ambiguity, strong ownership, and a bias toward action.

The ideal candidate brings hands‑on, technical fluency with AI tools — using them to accelerate Braze logic development, automate reporting workflows, and surface insights faster. We are actively building in this space and are looking for someone excited to help shape how we incorporate AI into lifecycle and marketing operations.

• Own the data foundation that powers lifecycle marketing — evaluate what member attributes, events, and entitlements exist in Braze today, identify gaps between what's available and what campaigns require, and spec requirements clearly enough to drive Engineering and Data team prioritization
• Partner with Engineering and Data as a technical peer — coming to those conversations with a documented point of view on schema design, data availability, and downstream CRM impact, not just a list of requests
• Maintain and evolve Braze data integrity — audit segments, validate attribute and event data against expected behavior, and flag discrepancies before they affect campaign execution
• Build and maintain documentation of the CRM data architecture — including how member data flows from source systems into Braze, what's reliable, and where known gaps or risks exist
• Evaluate new data capabilities and Braze features with a systems lens — understanding not just what a feature does, but what data it requires, what it exposes, and whether the infrastructure supports it
• Proactively identify structural limitations in the current stack that constrain lifecycle performance and build a case for resolving them — with prioritization rationale, not just a problem statement

• Support the Lifecycle and Marketing Ops teams in driving strategy and execution for core lifecycle marketing initiatives, including the monthly newsletter and always‑on engagement programs — owning the technical build and execution within Braze across email, push, in‑app, and SMS channels
• Design, execute, and analyze A/B and multivariate experiments in Braze — delivering clear reporting and actionable readouts to internal stakeholders
• Support B2B client launches and migrations in partnership with the Marketing Ops team, ensuring seamless execution for B2B audiences

• Independently identify and solve analytical and technical challenges across the CRM ecosystem — proactively expanding lifecycle and Braze capabilities without relying on Engineering, Product, or Analytics teams to drive the work
• Monitor campaign performance across channels — tracking and reporting key metrics including open rates, click‑through rates, conversion rates, and downstream engagement

• 5+ years of experience in marketing operations or CRM, with a track record of owning technical execution independently — building lifecycle systems, driving campaign performance, and expanding capabilities — not just supporting them
• Bring strong systems thinking to the role — with experience working in event‑based data models, the ability to read and write data specs, and comfort assessing what exists in the stack versus what needs to be built; SQL or Databricks exposure a plus
• Deep expertise in Braze — including campaign and Canvas builds, segmentation, Liquid Logic, and performance reporting
• Strong…