(Senior) Lifecycle Marketing Manager

VOY; Berlin; On-site; EUR 70,000 - 100,000; Full time

Job summary

FORMEL SKIN, part of the VOY family, seeks an experienced (Senior) CRM Manager to scale CRM-driven growth from Berlin. You will own lifecycle strategies, optimise journeys, and build AI-enabled workflows to improve conversion, activation and retention across markets.

Collaboration with Marketing, Product, Data and Tech is essential. You will lead end-to-end CRM initiatives, design experiments, and ensure compliance and patient safety while expanding CRM capabilities across channels.

Qualifications

• 5+ years in CRM, lifecycle marketing, or related growth roles.
• Proven experience owning CRM initiatives end-to-end.
• Strong understanding of customer lifecycle, funnel conversion, and retention.
• Hands-on experience with CRM platforms such as Customer.io, Braze, Bloomreach, Iterable, Klaviyo.
• Proven AI proficiency: using LLM tools daily and building reusable AI skills.
• Strong analytical mindset with Looker, Excel/Sheets, and funnel analysis.
• Experience with experimentation, control groups, and incremental impact.
• Strong commercial judgment and cross-functional collaboration.
• Fluent in English; German is a plus.

Responsibilities

• Own and optimise lifecycle journeys.
• Build and optimise lead nurturing, funnel abandonment, onboarding, retention, reactivation, cross-sell, and other lifecycle journeys.
• Use data to identify opportunities and create meaningful segments and personalised experiences.
• Translate problems into actionable CRM initiatives and programmes.
• Work cross-functionally to shape the CRM roadmap.

Skills

CRM strategy

Lifecycle marketing

AI proficiency

Analytical mindset

Experimentation process

Cross-functional communication

English fluency

International startup experience

Attention to detail

Tools

Customer.io

Braze

Bloomreach

Iterable

Klaviyo

Looker

Excel/Sheets

HTML for emails

Job description

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 looking for an experienced (Senior) CRM Manager (m/w/d) to help us scale how we engage, convert, retain, and grow our customers and leads. We are a team that builds with AI every day, and you will too.

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. You arrive able to turn a repeated CRM task into a reusable AI skill or automated workflow. You will be coached to go further: more advanced workflows, then AI agents for CRM built with our engineers (production, security). This is a hands‑on role for someone who enjoys both strategic problem-solving and execution. 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.
• Analyse funnel and customer behaviour to understand not only what is happening, but why.
• Connect CRM performance to commercial outcomes: conversion, retention, customer value, LTV, revenue, and incentive efficiency.
• Prioritise opportunities by 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 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: what to scale, stop, iterate, or investigate further.
• Proactively identify anomalies, performance gaps, and opportunities even when the data is not yet perfectly packaged.

Use AI and automation to work faster and better

• Use AI tools daily (copy first drafts, segment and funnel analysis, QA checks, reporting) and check every output before it is used.
• Build reusable AI skills and automated workflows for repetitive CRM tasks, for example a campaign QA checklist skill, a weekly funnel and flow health report, or segment and copy brief generators. Document them and hand them to the team.
• Measure what each one saves or improves (hours, errors caught, speed to launch).
• Spot where automation or an AI agent could carry a CRM task and write clear requirements for it; work with Data and Tech to put it in production and keep it secure.
• Keep a learning log of what works and what does not, and share it with the team.

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 on customer value, incremental impact, scalability, consent, and operational feasibility.
• Develop scalable CRM programmes, personalisation frameworks, and lifecycle capabilities that apply across markets and customer segments.

Own CRM execution and quality

• Build and optimise campaign logic, audience segments, triggers, and personalised journeys in CRM platforms such as Customer.io, Braze, Bloomreach, or similar.
• Ensure CRM programmes are correctly implemented, monitored, and maintained; own campaign QA.
• Monitor deliverability, consent, DOI, tracking, errors, and other CRM hygiene metrics.
• Check AI‑produced content and analysis for accuracy, compliance (claims, consent) and tone before anything goes out. Health and patient data never go into AI tools that Data and Legal have not approved.
• Work closely with Data and Tech to resolve tracking, event, identity, and data‑quality issues.

Work cross‑functionally

• Partner closely with Marketing, Product, Data, Tech, Brand, Copy, and Operations.
• Translate CRM opportunities into clear requirements and drive projects forward.
• 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.

What You Bring

• 5+ years 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 opportunity to strategy, execution, analysis, and optimisation.
• Strong understanding of the 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.
• Proven AI proficiency: you use LLM tools daily and have built things others can reuse, for example Claude skills or projects with written instructions, custom GPTs, or automated workflows (n8n, Make, Zapier, scripts). Be ready to show at least two that you still use and say what they changed.
• Strong analytical mindset; confident with Looker, Excel/Sheets or similar; comfortable with funnels, cohorts, attribution, and experiment results.
• Solid understanding of experimentation, control groups, and incremental impact; you naturally form hypotheses, test, learn, and iterate.
• Strong commercial judgement; you connect CRM activity to customer and business outcomes.
• Attention to detail and ownership: you notice what is broken and fix it.
• Strong prioritisation and cross‑functional communication.
• Fluent in English. German is a strong plus.
• Experience in an international startup, scale‑up, or fast‑paced environment.
• Basic HTML for email creation and QA.

Nice to have

• Experience building an AI agent (even a small one) or working with an engineer to put an automation in production.
• CRM channels beyond email (push, SMS, WhatsApp).