Propel
CRM Lead
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CRM & Lifecycle Lead - First Hire, Fast-Growth Wellness Brand 📱✨
Propel is partnering with one of the most innovative wellness apps in the market, a science-backed, immersive experience that uses light, colour and visual stimulation to help users destress, refocus and reach deep meditative states without needing years of practice. They've since launched into hardware too, now roughly half of total revenue, with 3M+ users worldwide and still growing fast.
This is their first ever CRM hire. The platform is built and running, but it's never had a true owner, someone whose entire job is making every message this brand sends genuinely excellent.
What you'll be doing:
- Owning the entire lifecycle programme end to end, from first install or purchase through to long-term subscriber
- Taking full ownership of activation, trial, renewal and winback messaging, renewal being the commercial engine of the role
- Building the bridge that turns new hardware customers into long-term habitual users and subscribers
- Pushing personalisation well beyond basic segmentation using real behavioural data
- Building your own reporting and measurement, and being honest about what's actually working
- Using AI tools as a genuine, daily part of how you build and iterate
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What we're looking for:
- Prior experience in CRM or lifecycle marketing, with a stretch where a programme was genuinely yours
- Deep hands-on expertise in a modern marketing automation platform - preferably Braze
- Real experience with subscription businesses, ideally apps
- Confident pulling and interpreting your own data, no waiting on an analyst
- Genuine fluency using AI tools in daily practice
- Comfortable with a lot of autonomy in a small, senior, fast-moving team
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📍 Location: Fully Remote (UK-based) | Hybrid genuinely possible near Bristol, London or Liverpool
💵 Salary: £70,000-£85,000 + equity
A rare chance to build an entire lifecycle function from a blank page, with direct founder access and real ownership from day one.
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