CRM Lead(m/w/d)

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. To date, we have supported millions of customers and patients through personalised 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.
As the CRM Lead(m/w/d), you will own the CRM vision, strategy, and execution across FORMEL SKIN and VOY's health brands. You will lead the development of world-class customer lifecycle programs that drive acquisition, engagement, retention, reactivation, and customer lifetime value across multiple healthcare verticals. This role combines strategic leadership with operational excellence and is ideal for an experienced CRM leader who thrives in high-growth, data-driven environments.
Tasks
* CRM Strategy & Vision: Define and execute a best-in-class CRM and lifecycle marketing strategy across dermatology, weight management, and future healthcare categories. Establish clear goals, KPIs, and roadmaps that support company growth objectives.
* Retention & Customer Lifetime Value: Own key CRM metrics including activation, retention, reactivation, engagement, and customer lifetime value. Continuously identify opportunities to improve customer experiences and long-term business performance.
* Team Functional Leadership & Development: Build, mentor, and scale a high-performing CRM team. Foster a culture of ownership, experimentation, and continuous improvement while ensuring operational excellence.
* Personalisation & Lifecycle Innovation: Develop sophisticated segmentation, automation, and personalization strategies that deliver relevant customer experiences across multiple brands, products, and customer journeys.
* Data & Experimentation Excellence: Establish a rigorous testing culture across CRM channels. Leverage customer insights, analytics, and experimentation frameworks to continuously optimise performance and uncover growth opportunities.
* Cross-Functional & Cross-Brand Collaboration: Partner closely with Growth, Product, Medical, Brand, Data, and Technology teams to launch strategic initiatives, support new product launches, and identify opportunities for cross-brand engagement and expansion.
Requirements
* 5+ years of CRM, lifecycle marketing, retention, or growth experience, with several years leading high-performing teams in fast-growing digital businesses.
* Proven track record of scaling CRM functions and driving measurable impact on retention, engagement, customer lifetime value, and revenue growth.
* Deep expertise in CRM and marketing automation platforms such as [Customer.io](http://Customer.io), Braze, Iterable, Salesforce Marketing Cloud, Klaviyo, or similar tools.
* Strong analytical and commercial mindset, with experience leveraging tools such as Tableau, Looker, GA4, SQL, or similar platforms to drive decision-making.
* Exceptional stakeholder management skills, with experience influencing senior leadership and collaborating effectively across Product, Marketing, Data, Medical, and Technology teams.
* Fluent German and English, combined with a hands-on, entrepreneurial approach and a passion for building outstanding customer experiences.
Nice to Have
* Experience managing CRM across multiple brands, markets, or product categories.
* Familiarity with subscription businesses, healthtech, consumer healthcare, or regulated industries.
* Strong understanding of CRM deliverability, consent management, GDPR compliance, and customer data infrastructure.
Benefits
* Shape the future of digital healthcare: You'll play a pivotal role in defining how millions of customers engage with personalised healthcare. Your work will directly influence customer outcomes, retention, and long-term growth across one of Europe's most exciting digital health platforms.
* Benefits to perfectly fit you: Every candidate is unique, and we're dedicated to supporting your specific needs and aspirations. To support this, we offer a diverse benefits package including 28 days vacation, a NAVIT or Urban Sports Club membership, employee discounts on our products, a professional development budget, flexible working hours, and a remote work allowance.
* Building a great team together: At FORMEL SKIN and VOY, we believe that building exceptional teams and fostering strong relationships are fundamental to our success. You'll join a collaborative, ambitious, and mission-driven environment with regular company events, team budgets, and employee referral bonuses.