Lead CRM (w/m/x/d)

Join the ride! As Lead CRM, you are the strategic and operational center of our CRM function.

You shape and drive the retention agenda across all user horizons, onboarding new users, retaining active users and reactivating lapsed or dormant ones.

Working closely with the VP Marketing and other parts of the Marketing team you translate the CRM vision into execution, lead the CRM team (2-3 people), and make sure every touchpoint either deepens a user relationship or proves that it did.

Deine Verantwortung Drive the MILES CRM strategy in close collaboration with VP Marketing, anchored in our retain–reactivate–resurrect framework and aligned with commercial growth targets.

• Own retention KPIs across the full user lifecycle incl.

churn rate, reactivation rate, incremental trip volume and hold yourself accountable to them.

MILES today has a very mature CRM set-up, and we want you to take it to the next level: from multi-channel to omni-channel, from broad segments to behavioral micro audiences, from medium automation to AI-driven workflows.

• Develop a true omni-channel user experience that goes beyond e-mail, push and in-app messages to create engaging experiences for our users.

• Lead the transition from broad segment-based CRM to high-intent behavioral micro-audiences, nudging our users with relevant content at the right time.

Integrate AI and predictive logic into the CRM workflow - Next Best Action, churn prediction, individual behavior windows - in close partnership with BI and Product.

Champion a measurement discipline: work with Marketing Intelligence and BI to establish a permanent global holdout group and shift the team’s reporting from campaign metrics to incremental revenue attribution.

Work together with the Brand team to ensure that more touchpoints are value-add rather than conversion-driven, building a CRM experience users would genuinely miss if it disappeared.

• Lead the CRM team to coordinate delivery, share context, and raise the quality of the team’s outp.