CRM Lead, B2B2C

Sword; United States; Remote; USD 70,000 - 110,000; Full time

Job summary

Sword Health is seeking a CRM Lead to shape the B2B2C lifecycle strategy for a focused portfolio of utilization-based and strategic accounts. You will own CRM execution in Braze, design and optimize customer journeys, and coach the CRM Manager to scale the book.

This player-coach role blends hands-on Braze work with strategic architecture, experimentation, and leadership. You’ll collaborate with Product, Data, Legal, and Client Success to drive engagement, retention, and contract outcomes across

Qualifications

• 7+ years in CRM or lifecycle marketing with deep Braze expertise (Canvas, Liquid, segmentation, triggers)
• Proven track record defining strategy and shipping it
• Experience managing a small portfolio of performance-linked accounts where CRM outcomes affect contract results
• Experience mentoring others, formally or informally
• Comfort with SQL and analytics tools and turning data into decisions
• Strong presence with senior stakeholders and cross-functional influence
• Familiarity with B2B2C, health-adjacent products, or HIPAA/privacy practices (preferred)

Responsibilities

• Define the B2B2C CRM strategy and roadmap in collaboration with leadership for activation, engagement, and retention
• Own CRM execution for utilization-based and strategic accounts; design, build, QA, launch, and optimize journeys in Braze
• Track utilization and engagement against targets and adjust programs to close gaps
• Partner with Client Success and account teams to tailor programs at scale
• Build foundational infrastructure for the scaled book, including base Canvas architecture and segmentations
• Own data and segmentation architecture and personalization contexts
• Run the experimentation program: hypotheses, tests, readouts, roadmap decisions
• Pilot new approaches with priority accounts and scale successful plays
• Set standards for Canvas architecture and measurement
• Manage, coach, and develop the CRM Manager
• Own the performance narrative for senior leadership
• Coordinate with Product, Data/Analytics, Legal/Compliance, and D2C CRM teams

Skills

Braze expertise

CRM strategy

Stakeholder mgmt

Data storytelling

Leadership

SQL

Analytics

Tools

Snowflake

Amplitude

Job description

At Sword, we’re building AI to heal billions and unlock humanity’s full potential. In doing so, we’re pioneering AI Care, a fundamentally new approach to healthcare built for medical reasoning, safety, and real-time treatment, not generic technology applied after the fact. As both a clinical-centric frontier AI lab and an applied AI platform, Sword is reimagining how care is delivered at scale, removing traditional barriers like appointments, waiting rooms, and stigma so more people can access the care they need—and ultimately get back to lives lived in full.

Since 2020, Sword has expanded across physical therapy, women’s health, cardiometabolic, and mental health, and is now moving beyond the session to a fully AI-native, 24/7 care program that brings physical activity, therapeutic exercise, psychotherapy, nutrition, and behavior change into one connected experience. More than 700,000 members across three continents have completed over 10 million AI sessions, helping 1,000+ enterprise clients avoid more than $1 billion in unnecessary healthcare costs. Backed by 42 clinical studies, 44+ patents, and more than $500 million raised from leading investors including Khosla Ventures, General Catalyst, and Founders Fund, Sword is defining a new standard for healthcare.

AIProficiency at Sword

AI fluency is a core expectation at Sword. Every candidate is assessed against our three-level framework — be ready to share real examples of how AI is already part of how you work.

Explorer (Level 1) — Uses AI daily to boost personal productivity

Builder (Level 2) — Creates workflows and tools that elevate the whole team

Integrator (Level 3) — Embeds AI into products and processes at scale

Every hire must demonstrate at least Level 1. The expected level will vary depending on the seniority of the role.

Role

Headspace reaches millions of members through 1,500+ employer and health plan clients. As CRM Lead, you'll set the B2B2C lifecycle strategy with the leadership and personally deliver it for a focused portfolio of utilization-based and strategic accounts, where CRM performance directly affects contract outcomes. You'll also build the foundation that lets the rest of the book run at scale, and you'll lead and develop the CRM Manager.

This is a true player-coach role. Expect to spend roughly half your time building in Braze and the rest on strategy, architecture, experimentation, and coaching.

What you’ll be doing

• Define the B2B2C CRM strategy and roadmap in collaboration with leadership, covering activation, engagement, and retention
• Own CRM execution for utilization-based and strategic accounts: design, build, QA, launch, and optimize custom journeys in Braze
• Track member utilization and engagement against contractual targets, and adjust programs to close gaps
• Partner with Client Success and account teams to tailor programs to client population, goals, and commitments at scale
• Build the foundational infrastructure for the scaled book, including base Canvas architecture, client-level segmentation, and dynamic content frameworks, so the Manager can operate it at volume
• Own the data and segmentation architecture, including custom attributes and events and how org-level context drives personalization
• Run the experimentation program: hypotheses, test design, readouts, and roadmap decisions
• Pilot new approaches with priority accounts, then hand proven plays to the Manager to scale across the book
• Set standards for Canvas architecture, naming conventions, and measurement
• Manage, coach, and develop the CRM Manager: set priorities, give feedback, and decide when requests from the broader book warrant custom work
• Own the performance narrative for senior leadership
• Coordinate with Product, Data/Analytics, Legal/Compliance, and the D2C CRM team

What you need to have

• 7+ years in CRM or lifecycle marketing with deep, hands-on Braze expertise (Canvas, Liquid, Connected Content, segmentation, event-driven triggers)
• A record of defining strategy and personally building and shipping it
• Experience managing a small portfolio of performance-linked accounts where CRM outcomes affect contract results
• Experience managing or mentoring others, formally or informally
• Comfort with SQL and analytics tools (Snowflake, Amplitude), and the ability to turn data into decisions
• Strong presence with senior stakeholders and cross-functional influence
• Experience with B2B2C, benefits, or health-adjacent products (preferred)
• Familiarity with HIPAA and privacy-conscious data practices (preferred)

How success is measured

• Utilization and engagement outcomes for utilization-based and strategic accounts
• A sound, scalable Braze architecture that the Manager can run
• Proven plays that get successfully scaled
• The growth and effectiveness of your direct report

*The range below reflects base, variable, and equity for this role.

This is a starting point, not a ceiling — once someone joins and proves they're outlier talent, we adjust quickly to make sure their compensation matches their impact.

Job titles may span more than one career level, so actual pay depends on skills, qualifications, experience, location, and market demand, among other factors. The range reflects base salary plus any variable, bonus, or sales incentives, and our estimate of the value of private company stock options where applicable. It's subject to change, and future stock value isn't guaranteed. Sword also offers additional benefits beyond total compensation.

Total Compensation Range

$70,000 - $110,000 USD

Country-specific benefits may vary and will be detailed separately.

Sword Health complies with applicable Federal and State civil rights laws and does not discriminate on the basis of Age, Ancestry, Color, Citizenship, Gender, Gender expression, Gender identity, Gender information, Marital status, Medical condition, National origin, Physical or mental disability, Pregnancy, Race, Religion, Caste, Sexual orientation, and Veteran status.

Voluntary Self-Identification

For government reporting purposes, we ask candidates to respond to the below self-identification survey.Completion of the form is entirely voluntary. Whatever your decision, it will not be considered in the hiringprocess or thereafter. Any information that you do provide will be recorded and maintained in aconfidential file.

As set forth in Sword’s Equal Employment Opportunity policy,we do not discriminate on the basis of any protected group status under any applicable law.

If you believe you belong to any of the categories of protected veterans listed below, please indicate by making the appropriate selection.As a government contractor subject to the Vietnam Era Veterans Readjustment Assistance Act (VEVRAA), we request this information in order to measurethe effectiveness of the outreach and positive recruitment efforts we undertake pursuant to VEVRAA. Classification of protected categoriesis as follows:

A "disabled veteran" is one of the following: a veteran of the U.S. military, ground, naval or air service who is entitled to compensation (or who but for the receipt of military retired pay would be entitled to compensation) under laws administered by the Secretary of Veterans Affairs; or a person who was discharged or released from active duty because of a service‑connected disability.

A "recently separated veteran" means any veteran during the three‑year period beginning on the date of such veteran's discharge or release from active duty in the U.S. military, ground, naval, or air service.

An "active duty wartime or campaign badge veteran" means a veteran who served on active duty in the U.S. military, ground, naval or air service during a war, or in a campaign or expedition for which a campaign badge has been authorized under the laws administered by the Department of Defense.

An "Armed forces service medal veteran" means a veteran who, while serving on active duty in the U.S. military, ground, naval or air service, participated in a United States military operation for which an Armed Forces service medal was awarded pursuant to Executive Order 12985.

Select...

By checking this box, I agree to allow Sword to retain my data for future opportunities for employment for up to 730 days after the conclusion of consideration of my current application for employment.

At Sword, we use AI to surface the right information at the right moment. However, AI never replaces human judgment.