Head of CRM; mfd

Your Impact

We empower people to lead a fit and healthy life.

With Gymondo, 7

Mind, and Buddy Fit we support millions of people in building healthier routines—physically and mentally. To strengthen our central Marketing team we are now hiring an exceptional Head of CRM (m/f/d) who will oversee lifecycle communication as a true growth lever, not a support function.

As Head of CRM (m/f/d) you own the entire user lifecycle across three leading wellbeing brands—from first activation to long‑term. In a dynamic and performance‑driven environment you design behaviour‑science‑informed CRM, lead a high‑performing team, and turn Braze into a powerful growth engine. This is a strategic role with real visibility, meaningful influence, and measurable business impact.

Build a behaviour‑science‑driven lifecycle strategy

• Use principles of behavioral psychology and habit formation to shape communication that truly influences user behavior.
• Transform insights into journeys that reduce friction, overcome resistance, and increase long‑term adherence.

Lead CRM for three brands with different motivations & usage patterns

• Develop a modular CRM system supporting Gymondo’s daily workouts, Buddy Fit’s live‑class dynamics, and 7
  
  Mind’s mental health routines.
• Identify cross‑brand synergies while maintaining clear brand identity and user psychology.

Own Braze as a strategic growth platform

• Lead the roadmap for Braze experimentation, segmentation, data flows, and channel orchestration (email, push, in‑app, SMS).
• Collaborate closely with Product, Data & Engineering to ensure CRM data foundations are robust, real‑time, and insight‑rich.

Drive a strong test‑and‑learn culture

• Run structured experiments (A/B, multivariate, holdout tests) to continuously improve onboarding, activation, and retention KPIs.
• Establish dashboards and performance rituals that turn learnings into better decisions.

Build and lead a high‑performing world‑class central CRM team

• Hire, coach, and develop lifecycle marketers, CRM specialists, and automation experts.
• Strengthen collaboration with Product, Brand, Creative, and Paid Media.

Deliver measurable impact—you will be accountable for:

• Onboarding conversion
• Activation rates
• Weekly & monthly engagement
• Retention & churn
• Incremental revenue from CRM
• Audience health & channel performance

• 10 years of experience in CRM/lifecycle marketing in subscription‑based consumer apps in the health and wellness vertical (digital fitness, nutrition, mental wellbeing, self‑development, habits, goal setting, digital therapy).
• Deep understanding of behaviour‑change cycles where people join with strong intent but face motivation dips and the difficulty of forming new habits.
• Expertise in Braze with strong knowledge of segmentation, customer journey orchestration, Canvas, Flow, Liquid, automation, and triggers.
• Strong ability to design communications that support habit formation, reduce drop‑off points, and gently guide users through moments of low motivation.
• Analytical and impact‑focused: able to interpret cohorts & isolate signals from noise and know how to measure incremental impact.
• Comfortable crafting journeys, defining data requirements, and presenting strategy.
• Skilled at creating clarity and building structure in a multi‑brand environment.
• Ability to simplify complexity and build scalable CRM systems.
• Excellent English skills (German is a plus).
• A passion for wellbeing, fitness, or mental health.

• Shape CRM across three leading European brands in fitness & mental wellbeing.
• Work in a CMO organisation that values empowerment, transparency, trust, experimentation, and measurable performance.
• CRM is recognized as a core growth pillar, not an afterthought.
• Build a modern CRM ecosystem driven by behavioural science, AI‑driven personalisation, and real‑time data.
• High autonomy, flat structures, and the ability to make visible impact from day one.

• 30 days of vacation per year.
• 2 additional days off:
  December 24 (Christmas Eve) and December 31 (New Years Eve). These are officially recognized as paid holidays.
• Hybrid working model (3 days in the office, 2 days working from home).
• 4 weeks of work from…