Senior Manager, CRM

The Team You'll Join

The CRM team at Runna sits within our Growth Marketing function and is responsible for how our owned channels interact with our brand to give our Runnas the best app experience possible. From first-touch onboarding through to retention, renewal, and winback, we utilise our channels (Email, Push & In-app) to help sustain our incredible growth. Sitting at the intersection of marketing, product, and data, the team builds and iterates lifecycle journeys that drive growth while protecting customer experience.

This role works closely with other Growth Marketing teams, Product, Data, Brand/Partnerships, and the Lifecycle team at Strava to ensure our comms engine is scalable, measurable, and continuously improving.

You'll own Runna's CRM function end-to-end, working directly with the Growth Marketing Director to define the CRM strategy and deliver against company OKRs. You'll partner cross-functionally to ensure CRM is tightly integrated with product changes, brand initiatives, and the broader Growth roadmap. You'll lead our fantastic CRM team of 4, that sit across both our Acquisition and Retention initiatives whilst also managing key vendor relationships.

Set the direction for lifecycle marketing (conversion, retention, renewals, winback), translate priorities into a clear roadmap, and drive delivery across the team’s backlog and planned initiatives. Use qualitative feedback, product data, and user research to shape what we send, when, and why.

Maintain or upgrade our current measurement framework that proves CRM’s incremental value to the business. Establish clear attribution and incrementality approaches (holdouts/A-B tests where possible), and ensure tracking is reliable across channels and platforms. Drive monthly reporting rhythms and create clear updates for performance reviews and cross-functional alignment.

Foster a test-and-learn operating rhythm across the team — structured experimentation calendars, shared learnings, and a bias toward evidence over assumption. Stay current on lifecycle and CRM industry evolution and bring new ideas, tools, and approaches back to the team. Encourage curiosity and make space for the team to explore what's next.

Set a high bar for quality and create an environment where the team does the best work of their careers. Provide clear prioritisation, regular coaching, and constructive feedback. Identify stretch opportunities that accelerate individual growth, and actively develop the team's skills in areas like experimentation design, data fluency, and cross-functional collaboration.

Partner closely with Strava stakeholders to turn cross-brand opportunities into measurable lifecycle impact — shaping strategy and execution for communications that send Strava audiences into Runna (and keep them engaged). Help to maintain tight coordination across teams, and continuously optimise performance through testing and learnings.

Own vendor relationships end-to-end — onboarding and enablement, contract/commercials support, roadmap alignment, and ongoing performance management. Act as the primary point of contact for troubleshooting and technical support, coordinate escalations and feature requests, and ensure each tool is configured correctly and used effectively across the team.

• 7+ years in lifecycle/CRM marketing for a B2C product, with proven impact on engagement, revenue, and lifetime value

• Strong analytical mindset - comfortable defining hypotheses, interpreting results, and coaching your team to do the same

• Hands‑on experience with lifecycle channel execution (email, in‑app, push), including segmentation, QA, scheduling, and performance optimisation

• Skilled at building scalable processes (QA, calendars, approvals, documentation) without slowing execution

• Proven track record hiring, managing, and mentoring high‑performing…