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About the Role
As the CRM Lead, you will own customer lifecycle marketing at Every, defining strategy, leading a team, and executing initiatives to convert first-time customers into long-term subscribers across all markets. This is a senior, hands-on leadership role with direct founder access, focused on building and driving engagement, retention, and customer lifetime value through a blend of creativity, customer insights, and data.
Responsibilities
- Manage end-to-end lifecycle marketing strategy, including onboarding, consumption activation, reorder cadence, churn prevention, win-back, and loyalty programs.
- Oversee the CRM system, encompassing segmentation, flow architecture, A/B testing, and multi-channel execution across email, SMS, WhatsApp, and physical mail.
- Implement AI in execution, utilizing predictive models for timing, channel, and content, smart segmentation, and AI-assisted design, copy, and translation.
- Lead and develop the CRM team, consisting of two Senior CRM Managers and a CRM Intern.
- Drive commercial accountability by translating retention and LTV into clear P&L impact.
Requirements
- 7-10 years of experience in CRM, lifecycle, or retention marketing, with prior leadership experience.
- Proven experience operating through a scale-up phase in a digital (app) or physical consumer business.
- Deep fluency in Klaviyo or a comparable enterprise ESP; subscription stack experience is a plus.
- Ability to analyze cohort curves, LTV charts, and churn-reason tables to develop a sequenced roadmap.
- Strong sense for storytelling and brand-driven marketing, with the ability to create cohesive, emotionally resonant customer journeys.
- Experience shipping AI in production CRM, including predictive models, generative content, and automated translation pipelines.
- Systems thinking approach to building operating rhythms, rather than focusing solely on campaigns.
- Demonstrated leadership style of giving public credit and absorbing private blame.
- Fluent English; German is a significant plus.
Skills
- Lifecycle marketing strategy
- CRM system management
- Segmentation
- Flow architecture
- A/B testing
- Multi-channel execution (email, SMS, WhatsApp, physical mail)
- AI in CRM
- Predictive modeling
- Team leadership
- Commercial accountability
- Retention marketing
- Customer Lifetime Value (LTV)
- Klaviyo
- Subscription stack
- Data analysis (cohort curves, LTV charts, churn reasons)
- Storytelling
- Brand-driven marketing
- Systems thinking
- Operating rhythms
Location
- Berlin
Work Type
- Hybrid working model
Experience Level
- Senior
- 7-10 years
Benefits
- High level of ownership
- Hybrid working model
- Beautiful office in Kreuzberg
- Free lunches at the office
- 30% employee discount on Every products
- Subsidised Deutschlandticket
- Subsidised Urban Sports Club membership
- 30 days of annual leave
About the Company
- Making healthy eating effortless – with plant-based, chef-crafted meals that deliver maximum nutrition, flavour, and convenience.
- At Every, we help people reach their health goals while protecting the planet.
- Our vision goes beyond quick fixes – it's about sustainable wellbeing.
- We aim to simplify healthy living.
- The future lies in delicious, sustainable food options that inspire better eating habits.
Equal Opportunity
- Don't tick every box? That's okay – we still encourage you to apply.