Are you an experienced CRM leader with a passion for driving both customer acquisition and retention at scale? Do you thrive in a fast-paced, global environment where you can lead strategy across a diverse set of customer touchpoints and markets? If so, this role may be for you.About the Role:Babbel is seeking an experienced Head of CRM to lead all our CRM efforts, overseeing acquisition, retention, and lifecycle campaigns. This is a critical leadership role responsible for driving revenue growth and managing a team of CRM professionals across multiple disciplines. As the Head of CRM, you will be responsible for developing and executing Babbel's CRM strategy across three key pillars: customer acquisition, retention, and engagement. You will lead the efforts to drive measurable results in new customer acquisition, reduce churn, and increase customer lifetime value. Your primary focus will be to hit the annual revenue targets for new customers, subscription renewals, and upgrades, with a strong emphasis on maximizing profitable contribution margin.You will lead a team of CRM marketers, providing strategic direction, mentorship, and hands-on leadership to execute high-impact campaigns that nurture leads, retain subscribers, and move existing customers to higher-value subscriptions. This role requires a blend of high-level strategic thinking and deep operational execution, with responsibility for ensuring campaigns are aligned across regions and customer segments. You will work closely with senior leadership, Product, Design, and Data teams to ensure that Babbel's CRM efforts are on-brand and integrated with broader business goals and customer needs. Additionally, you will drive cross-functional collaboration to optimize campaign performance, deliver on key CRM KPIs, and ensure the ongoing success of Babbel's CRM programs. You will report directly to the Vice President of Growth and play a pivotal role in shaping Babbel's CRM strategy, driving customer growth and retention, and delivering results in a fast-paced and dynamic environment.This position is located in NYC and requires a minimum of 3 days/week in office.You will:
- Lead the entire CRM strategy, with a focus on customer acquisition, retention, and upgrade campaigns.
- Oversee the development, execution, and optimization of high-impact CRM campaigns across email, SMS, push notifications, in-app messaging, and other channels, ensuring they are tailored to each region and customer segment.
- Own the strategy and execution of conversion campaigns to convert leads into paying subscribers, leveraging data-driven insights and customer behavior.
- Drive the development and optimization of retention programs to reduce churn, increase customer engagement, and maximize lifetime value.
- Lead upgrade campaigns to move existing customers to higher-value subscriptions, ensuring campaigns are data-driven, effective, and scalable.
- Collaborate closely with Marketing, Product, Design, Brand, and Data teams to ensure CRM campaigns align with broader business goals and customer needs.
- Optimize the CRM tech stack with internal Product teams to ensure state-of-the-art tools are seamlessly integrated.
- Own CRM KPIs across acquisition, retention, and upgrades, ensuring the company meets its revenue and growth targets.
- Lead and mentor a team of CRM professionals, fostering a collaborative environment and driving team performance across retention, acquisition, and upgrades.
- Provide strategic guidance for the development of CRM automation, segmentation strategies, and personalized messaging.
- Manage relationships with external CRM technology providers and agencies to enhance campaign execution and CRM capabilities.
- Leverage BI platforms (e.g., Tableau, Looker, Amplitude) to track performance, analyze trends, and drive continuous optimization of campaigns.
- Ensure that all CRM efforts comply with global best practices and data privacy regulations (GDPR, CAN-SPAM, etc.).
- Act as the escalation point for any issues related to CRM campaigns, providing timely resolutions and maintaining alignment across stakeholders.
- Stay ahead of trends in CRM, marketing automation, and customer engagement to continuously improve Babbel's CRM capabilities.
You have:
- 10+ years of experience in CRM, with at least 5 years in leadership roles overseeing acquisition, retention, and upgrade campaigns within a subscription-based business or B2C tech company.
- Proven experience managing large, complex CRM programs, with a deep understanding of customer behaviors and CRM best practices
- Expertise in CRM platforms such as Salesforce, Braze, Emarsys, or similar, with a strong understanding of automation, segmentation, and personalized messaging.
- Strong data-driven approach, with the ability to analyze trends, assess campaign performance, and provide actionable insights.
- Extensive experience with acquisition, retention, and upgrade marketing strategies, including the development and optimization of campaigns across email, SMS, push, in-app messaging, and other channels.
- Exceptional leadership skills with a proven track record of managing and mentoring a high-performing team in a fast-paced environment.
- Excellent communication and collaboration skills, with the ability to engage with senior stakeholders and drive alignment across cross-functional teams.
- Experience working with BI platforms (e.g., Tableau, Looker, Amplitude) and leveraging data to drive continuous optimization of CRM campaigns.
- A strong understanding of global data privacy regulations and CRM compliance.
- Expertise in A/B and multivariate testing methodologies to continuously optimize CRM campaigns.
- Ability to manage multiple, complex initiatives simultaneously and deliver results within deadlines.
Benefits
- Working at an international start-up with a strong sense of mission
- Bonus eligible and generous 401K matching
- Responsibility from day one; you can make an impact!
- Strong skill and career development, frequently working closely with the SVP, CEO and other managers
- 20 PTO days every year with additional tenure-based days after 2 years
Salary Information:
- In New York City, the reasonable annualized full-time salary range for this role is $150,000-$180,000 Placement within this range will vary based on several factors including, but not limited to experience, education, licensure/certifications, training and skill level
Babbel is an equal opportunity employer committed to diversity and inclusion.