The Role
Lead CRM to define and execute retention strategy across lifecycle stages. Own retention KPIs, develop omni-channel and AI-driven workflows, move to behavioral micro-audiences, establish measurement and holdout testing, and lead a small CRM team while collaborating with Marketing, BI, Product, and Design.
Summary Generated by Built In
Join the ride!
As Lead CRM, you are the strategic and operational center of our CRM function. You shape and drive the retention agenda across all user horizons, onboarding new users, retaining active users and reactivating lapsed or dormant ones. Working closely with the VP Marketing and other parts of the Marketing team you translate the CRM vision into execution, lead the CRM team (2-3 people), and make sure every touchpoint either deepens a user relationship or proves that it did.
Deine Verantwortung
* Drive the MILES CRM strategy in close collaboration with VP Marketing, anchored in our retain–reactivate–resurrect framework and aligned with commercial growth targets.
* Own retention KPIs across the full user lifecycle incl. churn rate, reactivation rate, incremental trip volume and hold yourself accountable to them.
* MILES today has a very mature CRM set-up, and we want you to take it to the next level: from multi-channel to omni-channel, from broad segments to behavioral micro audiences, from medium automation to AI-driven workflows.
* Develop a true omni-channel user experience that goes beyond e-mail, push and in-app messages to create engaging experiences for our users.
* Lead the transition from broad segment-based CRM to high-intent behavioral micro-audiences, nudging our users with relevant content at the right time.
* Integrate AI and predictive logic into the CRM workflow - Next Best Action, churn prediction, individual behavior windows - in close partnership with BI and Product.
* Champion a measurement discipline: work with Marketing Intelligence and BI to establish a permanent global holdout group and shift the team’s reporting from campaign metrics to incremental revenue attribution.
* Work together with the Brand team to ensure that more touchpoints are value-add rather than conversion-driven, building a CRM experience users would genuinely miss if it disappeared.
* Lead the CRM team to coordinate delivery, share context, and raise the quality of the team’s output
* Collaborate across Marketing, Product, BI, and Design to ensure CRM is connected to the full product and brand experience.
Dein Profil
* 5+ years of experience in CRM, lifecycle marketing, or retention strategy with a track record of working at a senior individual contributor or lead level.
* Proven ownership of retention metrics in a B2C digital product environment with a meaningful active user base.
* Strong strategic instinct: you can turn a retention brief into a prioritised roadmap and a roadmap into measurable outcomes.
* Solid understanding of CRM infrastructure incl. segmentation logic, automation architecture, channel orchestration, as well as hands-on enough to challenge what’s being built.
* Experience with or strong working knowledge of braze; familiarity with AI-driven personalisation and predictive tooling is a strong advantage.
* Data-literate and commercially sharp: you know the difference between a vanity metric and a retention signal, and you build reporting accordingly.
* Comfortable working in a collaborative team structure where influence matters as much as authority.
* Fluency in English; German is an advantage in our Berlin-based context.
Benefits
* __Mobility:__ Choose between monthly MILES credits or the Deutschlandticket.
* __Fitness:__ Enjoy a subsidized Urban Sports Club membership for your physical and mental well-being.
* __Discounts:__ Access 1,500+ providers for discounts on sneakers, theater visits, and more.
* __Home Office:__ Enjoy the flexibility of working from our office in Berlin and from home.
* __Retirement:__ Secure your financial future with our attractive pension plan.
* Growth: We prioritize personal development through knowledge sharing and training opportunities (with the support from our HR Team and the Team Leads).
* __Social Impact:__ We dedicate a portion of our revenue to support regional social projects, actively contributing to the well-being of society and the environment. #milescharity
As Lead CRM, you are the strategic and operational center of our CRM function. You shape and drive the retention agenda across all user horizons, onboarding new users, retaining active users and reactivating lapsed or dormant ones. Working closely with the VP Marketing and other parts of the Marketing team you translate the CRM vision into execution, lead the CRM team (2-3 people), and make sure every touchpoint either deepens a user relationship or proves that it did.
Deine Verantwortung
* Drive the MILES CRM strategy in close collaboration with VP Marketing, anchored in our retain–reactivate–resurrect framework and aligned with commercial growth targets.
* Own retention KPIs across the full user lifecycle incl. churn rate, reactivation rate, incremental trip volume and hold yourself accountable to them.
* MILES today has a very mature CRM set-up, and we want you to take it to the next level: from multi-channel to omni-channel, from broad segments to behavioral micro audiences, from medium automation to AI-driven workflows.
* Develop a true omni-channel user experience that goes beyond e-mail, push and in-app messages to create engaging experiences for our users.
* Lead the transition from broad segment-based CRM to high-intent behavioral micro-audiences, nudging our users with relevant content at the right time.
* Integrate AI and predictive logic into the CRM workflow - Next Best Action, churn prediction, individual behavior windows - in close partnership with BI and Product.
* Champion a measurement discipline: work with Marketing Intelligence and BI to establish a permanent global holdout group and shift the team’s reporting from campaign metrics to incremental revenue attribution.
* Work together with the Brand team to ensure that more touchpoints are value-add rather than conversion-driven, building a CRM experience users would genuinely miss if it disappeared.
* Lead the CRM team to coordinate delivery, share context, and raise the quality of the team’s output
* Collaborate across Marketing, Product, BI, and Design to ensure CRM is connected to the full product and brand experience.
Dein Profil
* 5+ years of experience in CRM, lifecycle marketing, or retention strategy with a track record of working at a senior individual contributor or lead level.
* Proven ownership of retention metrics in a B2C digital product environment with a meaningful active user base.
* Strong strategic instinct: you can turn a retention brief into a prioritised roadmap and a roadmap into measurable outcomes.
* Solid understanding of CRM infrastructure incl. segmentation logic, automation architecture, channel orchestration, as well as hands-on enough to challenge what’s being built.
* Experience with or strong working knowledge of braze; familiarity with AI-driven personalisation and predictive tooling is a strong advantage.
* Data-literate and commercially sharp: you know the difference between a vanity metric and a retention signal, and you build reporting accordingly.
* Comfortable working in a collaborative team structure where influence matters as much as authority.
* Fluency in English; German is an advantage in our Berlin-based context.
Benefits
* __Mobility:__ Choose between monthly MILES credits or the Deutschlandticket.
* __Fitness:__ Enjoy a subsidized Urban Sports Club membership for your physical and mental well-being.
* __Discounts:__ Access 1,500+ providers for discounts on sneakers, theater visits, and more.
* __Home Office:__ Enjoy the flexibility of working from our office in Berlin and from home.
* __Retirement:__ Secure your financial future with our attractive pension plan.
* Growth: We prioritize personal development through knowledge sharing and training opportunities (with the support from our HR Team and the Team Leads).
* __Social Impact:__ We dedicate a portion of our revenue to support regional social projects, actively contributing to the well-being of society and the environment. #milescharity
Skills Required
- 5+ years of experience in CRM, lifecycle marketing, or retention strategy
- Track record of working at a senior individual contributor or lead level
- Proven ownership of retention metrics in a B2C digital product environment with a meaningful active user base
- Strong strategic instinct: turn retention briefs into prioritized roadmaps and measurable outcomes
- Solid understanding of CRM infrastructure including segmentation logic, automation architecture, and channel orchestration
- Experience with or strong working knowledge of Braze
- Familiarity with AI-driven personalization and predictive tooling
- Data-literate and commercially sharp; build reporting focused on retention signals and incremental attribution
- Experience leading and coordinating a small CRM team (2-3 people)
- Fluency in English
- German language skills
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The Company
What We Do
MILES Mobility is a leading car sharing and rental provider based in Berlin, dedicated to making urban travel sustainable, convenient, and accessible. The company offers a flexible, per-kilometer based model for renting cars and vans, providing an alternative to private car ownership. Operating in 14 cities with a fleet of over 18,000 vehicles, MILES focuses on simplifying urban mobility through its app-based service.
