CRM Lead, B2B2C

Sword

9h•$70,000 - $110,000

About The Position

Sword is hiring a CRM Lead, B2B2C to set lifecycle strategy for Headspace’s employer and health plan clients and personally deliver CRM programs for a focused portfolio of utilization-based and strategic accounts. CRM performance for these accounts directly affects contract outcomes. The role also builds infrastructure for scaling CRM across the broader client book and leads and develops the CRM Manager. This is a player-coach position, with roughly half the time spent building in Braze and the remainder focused on strategy, architecture, experimentation, and coaching. The CRM Lead defines the B2B2C roadmap, owns account-level execution and data architecture, runs experimentation, establishes standards, collaborates with cross-functional teams, and communicates performance to senior leadership. Success is measured by account utilization and engagement, adoption of the roadmap, scalable Braze architecture, successful scaling of proven programs, and the growth and effectiveness of the direct report.

Requirements

At least 7 years of experience in CRM or lifecycle marketing.
Deep, hands-on Braze expertise, including Canvas, Liquid, Connected Content, segmentation, and 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 such as Snowflake and Amplitude, and ability to turn data into decisions.
Strong presence with senior stakeholders and cross-functional influence.

Nice To Haves

Experience with B2B2C, benefits, or health-adjacent products.
Familiarity with HIPAA and privacy-conscious data practices.

Responsibilities

Define the B2B2C CRM strategy and roadmap with leadership across activation, engagement, and retention.
Own CRM execution for utilization-based and strategic accounts, including designing, building, quality-assuring, launching, and optimizing custom Braze journeys.
Track member utilization and engagement against contractual targets and adjust programs to address gaps.
Partner with Client Success and account teams to tailor programs to client populations, goals, and commitments at scale.
Build foundational infrastructure for the scaled book, including base Canvas architecture, client-level segmentation, and dynamic content frameworks.
Own data and segmentation architecture, including custom attributes and events and the use of organizational context for personalization.
Run the experimentation program, including hypotheses, test design, readouts, and roadmap decisions.
Pilot new approaches with priority accounts and hand proven programs to the CRM Manager for scaling across the book.
Set standards for Canvas architecture, naming conventions, and measurement.
Manage, coach, and develop the CRM Manager by setting priorities, providing feedback, and determining when broader-book requests warrant custom work.
Own the performance narrative for senior leadership.
Coordinate with Product, Data/Analytics, Legal/Compliance, and the D2C CRM team.