Senior CRM Lifecycle Manager (m/w/d) (German-Speaking) in Berlin

At FORMEL SKIN, part of the VOY family, we're redefining how people access healthcare. Together, we're building one of Europe's leading digital health platforms, helping millions of people improve their health through personalized treatments across dermatology, weight management, and preventative care.

Backed by some of Europe's leading health and consumer investors, FORMEL SKIN and VOY combine medical expertise, technology, and customer-centric innovation to make evidence-based healthcare more accessible, convenient, and effective. To date, we have supported millions of customers and patients through personalized treatment journeys and continue to expand our impact across new health categories.

Our ambitious team brings together experts from healthcare, consumer technology, product, growth, and operations. Based in Berlin and operating internationally, we're building the future of digital healthcare—and we're looking for exceptional people to join us on this journey.

At FORMEL SKIN, part of the VOY family, we're redefining how people access healthcare. Together, we're building one of Europe's leading digital health platforms, helping millions of people improve their health through personalised treatments across dermatology, weight management, and preventative care.

Backed by some of Europe's leading health and consumer investors, FORMEL SKIN and VOY combine medical expertise, technology, and customer-centric innovation to make evidence-based healthcare more accessible, convenient, and effective.

Based in Berlin and operating internationally, we're building the future of digital healthcare — and we're looking for an experienced (Senior) CRM Manager (m/w/d) (German-Speaking)to help us scale how we engage, convert, retain, and grow our customers and leads.

The Role

You will own defined areas of the customer lifecycle end-to-end, with a strong focus on conversion, activation, retention, reactivation, cross-sell, and CRM-led growth.

You will turn customer, behavioural, and funnel data into actionable CRM strategies, build and optimise personalised journeys, and continuously test and learn to improve customer and business outcomes.

This is a hands-on role for someone who enjoys both strategic problem-solving and execution. You will be expected to identify opportunities proactively, take ownership from idea to analysis, and build CRM programmes that deliver measurable incremental impact.

Depending on your level of experience, you will either execute against an established lifecycle strategy or take increasing ownership of shaping the strategy, prioritising the roadmap, and influencing cross-functional decisions.

What you'll be doing

Own and optimise lifecycle journeys

• Own defined areas of the customer lifecycle from opportunity identification and strategy through journey design, execution, analysis, and optimisation.
• Build and optimise lead nurturing, funnel abandonment, onboarding, retention, reactivation, cross-sell, and other lifecycle journeys.
• Use behavioural, customer, source, and funnel data to identify opportunities and create meaningful segments and personalised experiences.
• Translate customer and business problems into actionable CRM initiatives and lifecycle programmes.
• Work cross-functionally to define priorities and shape the CRM roadmap.

Drive conversion, retention and CRM-led growth

• Identify and prioritise opportunities across acquisition, conversion, activation, retention, reactivation, cross-sell, and referral.
• Develop journeys for newsletter signups, funnel abandoners, returning leads, inactive users, existing customers, and other high-value audiences.
• Continuously test messaging, timing, segmentation, incentives, channel mix, and journey logic to improve performance.
• Analyse funnel and customer behaviour to understand not only what is happening, but why.
• Connect CRM performance to commercial outcomes including conversion, retention, customer value, LTV, revenue, and incentive efficiency.
• Prioritise CRM opportunities based on expected customer impact, commercial value, incremental potential, effort, and scalability.

Experiment, measure and learn

• Establish and contribute to a structured test-and-learn approach across CRM.
• Design experiments with clear hypotheses, success metrics, and appropriate control groups where relevant.
• Evaluate incremental impact rather than relying solely on campaign-attributed performance.
• Analyse campaign, funnel, cohort, and experiment performance and turn results into clear recommendations and next steps.
• Translate learnings into decisions about what to scale, stop, iterate, or investigate further.
• Proactively identify anomalies, performance gaps, and opportunities even when the data is not yet perfectly packaged.

Expand CRM capabilities and channels

• Identify opportunities to expand CRM across channels including email, push, SMS, WhatsApp, and other relevant channels.
• Evaluate new channels and formats based on customer value, incremental impact, scalability, consent, and operational feasibility.
• Develop scalable CRM programmes, personalisation frameworks, and lifecycle capabilities that can be applied across markets and customer segments.

Own CRM execution and quality

• Build and optimise complex campaign logic, audience segments, triggers, and personalised journeys in CRM platforms such as Customer.io, Braze, Bloomreach, or similar tools.
• Ensure CRM programmes are correctly implemented, monitored, and maintained.
• Own campaign QA and proactively identify and resolve issues across your lifecycle areas.
• Monitor deliverability, consent, DOI, tracking, errors, and other CRM hygiene metrics.
• Ensure communications are accurate, compliant, consistent, and delivered as intended.
• Work closely with Data and Tech to identify and resolve tracking, event, identity, and data-quality issues.

Work cross-functionally

• Partner closely with Marketing, Product, Data, Tech, Brand, Copy, and Operations teams.
• Translate CRM opportunities into clear requirements and drive projects forward with relevant stakeholders.
• Challenge assumptions and bring a CRM and customer perspective to cross-functional initiatives.
• Influence priorities and decisions even where you do not have direct ownership.
• Ensure customer communications are consistent across channels and aligned with the overall customer experience.

What you bring

• 4+ years of experience in CRM, lifecycle marketing, retention, customer marketing, or a related growth function, ideally in subscription, eCommerce, marketplace, or other high-growth environments.
• Proven experience owning CRM initiatives end-to-end, from identifying an opportunity through strategy, execution, analysis, and optimisation.
• Strong understanding of customer lifecycle, funnel conversion, segmentation, retention, reactivation, and customer value.
• Hands‑on experience with CRM platforms such as Customer.io, Braze, Bloomreach, Iterable, Klaviyo, or similar.
• Strong analytical mindset and confidence working with tools such as Looker, Excel/Sheets, or similar analytics platforms.
• Comfortable analysing funnels, cohorts, campaign attribution, customer behaviour, and experiment results.
• Solid understanding of experimentation, control groups, and incremental impact.
• Strong experimentation mindset: you naturally form hypotheses, test them, learn, and iterate.
• Strong commercial judgement and an ability to connect CRM activity to meaningful customer and business outcomes.
• Excellent attention to detail and a strong sense of ownership — you notice what is broken and proactively fix it.
• Strong prioritisation skills and the ability to balance competing opportunities based on impact, effort, and scalability.
• Strong cross-functional communication skills and confidence working with Data, Product, Tech, Growth, Brand, and Operations.
• Fluent in English and German, with German required for roles involving German-language customer communications.
• Experience working in an international startup, scale-up, or fast-paced environment.
• Basic HTML knowledge for email creation and QA.

Nice to have

• Experience with CRM channels beyond email, such as Push, SMS, WhatsApp, or other emerging channels.
• Experience with CRM deliverability, GDPR, consent management, and double opt-in processes.
• Experience working in a regulated or compliance-sensitive environment, ideally healthcare.
• Experience with referral, loyalty, or other CRM-led growth initiatives.
• Basic SQL knowledge.
• Experience owning a CRM or lifecycle roadmap across multiple markets, products, or customer segments.

What makes you successful in this role

• You don't wait for someone to tell you what campaign to build. You look at the customer journey, spot where something isn't working, understand why, and turn that insight into an actionable CRM initiative.
• You can distinguish between activity and impact and prioritise the work most likely to create meaningful customer and business value.
• You're equally comfortable discussing a funnel with Data, a journey with Product, a message with Copy, and campaign logic in your CRM platform.
• You don't just report that performance changed - you want to understand why, whether the impact was incremental, and what we should do next.
• You take ownership, move quickly, challenge assumptions when needed, and bring people with you.
• You can operate comfortably at both strategic and executional levels: defining what should happen, figuring out how to make it happen, and ensuring it actually delivers.

Why work with us?

• Own and scale CRM in a high-growth healthtech: Shape how we engage, convert, retain, and grow customers through smart, data-driven lifecycle experiences. You'll have real ownership and the opportunity to help define what best-in-class CRM looks like across digital healthcare.
• Work across an ambitious international team: Collaborate with experts across CRM, Growth, Product, Data, Tech, Brand, and Operations in a fast-moving international environment.
• Benefits that fit you: 28 days vacation, NAVIT or Urban Sports Club membership, employee discounts on our products, a professional development budget, flexible working hours, and a remote work allowance.
• Build the future of digital healthcare with us: Join a team combining healthcare expertise, technology, and customer-centric innovation to make personalised healthcare more accessible.

No one has scaled healthcare without compromising on either efficacy or experience. Until now.

Today, we serve over one million members across the UK, Germany, India and Brazil with personalised care for hormonal imbalance, obesity, hair loss and menopause.

Ready to join us and change how healthcare feels for millions?