Director of CRM

Babbel•New York, NY

20h•Hybrid

About The Position

Babbel is hiring a Director of CRM - Revenue Expansion role in their New York City office. This role will manage the CRM revenue strategy throughout the subscriber journey, specifically driving incremental revenue from Babbel's global audience of current and lapsed subscribers. The Director, CRM – Revenue Expansion owns Babbel’s global upgrade, upsell and winback strategy across email, push, and in-app messaging. The successful candidate will drive expansion of revenue from current and lapsed subscribers across all regions by orchestrating high-impact programs at key lifecycle moments and running targeted promotions to qualified segments. This role involves leading a high-performing team, stewarding a dedicated upgrade and winback budget with clear CRM contribution goals, and partnering cross-functionally to deliver measurable business outcomes. The ideal candidate brings strategic judgment, experimentation rigor, and people leadership to scale impact across millions of learners.

Requirements

8+ years in CRM or lifecycle marketing, including campaign strategy, automation, and revenue-driving roles
at least 3 years of team management experience
Proven success driving direct sales and revenue in a subscription or product-led environment
Experience partnering with Marketing and Product to influence user behavior that leads to revenue growth
Experience building and managing effective marketing teams
Proficient with CRM platforms (Emarsys, Braze, Klaviyo, etc)
Proficient with analytics tools (Tableau, Looker, Amplitude, or similar)
Proficient with experimentation frameworks
Data-driven and comfortable structuring complex problems with evidence
Strong collaborator and communicator, with the ability to build alignment across teams and translate insights into action

Responsibilities

Define and own the global expansion strategy and quarterly roadmap across all markets and channels; align to targets for upgrade, upsell, and winback revenue.
Partner with the CRM Engagement team to architect segmented journeys by lifecycle stage, behavior, product usage, and intent, with localized treatments where relevant.
Build and optimize program portfolios: pre-renewal and renewal flows, save flows, upgrades, involuntary churn recovery, winback flows, and future cross-sell readiness.
Oversee end-to-end journey design and orchestration in Emarsys across email, push, and in-app messages; ensure quality, timeliness, and brand alignment.
Establish clear experimentation roadmaps (A/B/MVT) with hypotheses, power, guardrails, and decision rules; maintain a winning playbook by segment and region.
Safeguard channel health and compliance: deliverability, list hygiene, frequency and fatigue management, preference management, and regional regulations (CAN-SPAM, CASL, GDPR).
Own the retention measurement framework and reporting in partnership with Analytics; build Tableau dashboards for real-time visibility and weekly performance reviews.
Translate insights into roadmap changes; conduct post-mortems and champion learnings across teams.
Partner with CRM lifecycle teams, Product Growth, Data/Analytics, Engineering, Creative/Brand, Performance Marketing, and Finance/RevOps to maximize impact of expansion programs.
Represent expansion strategy and results in quarterly/annual planning, reviews, and executive updates.
Lead and develop managers and associates; set clear goals and competencies, provide ongoing feedback, and create growth pathways.
Standardize operating mechanisms: planning cadences, experiment review, QA standards, localization workflows, and campaign governance.