CRM Lead

A rare chance to build a CRM function from the ground up, as the very first hire into the seat, at one of the most exciting wellness brands in the market.Propel is partnering with one of the most innovative wellness apps in the market, a science-backed, immersive experience that uses light, colour and visual stimulation to help users destress, refocus and reach deep meditative states without needing years of practice. The company has also launched into hardware, now making up roughly half of total revenue, and both sides of the business are growing fast, with 3M+ users worldwide and $3M+ revenue in Q1 alone.

The infrastructure is already built. What's missing is someone to actually own it: every message this brand sends a customer, from first install to long-term subscriber, in the app or out of it.

What you'll be doing:
- Owning the entire lifecycle programme end to end, from first install or purchase through to long-term subscriber, treating it as a living system rather than a calendar of sends
- Taking full ownership of activation, trial, renewal and win-back messaging, renewal being the commercial engine of the role
- Building the bridge that turns new hardware customers into long-term habitual users and subscribers, likely your first big swing
- Pushing personalisation well beyond basic segmentation, using real behavioural data to drive content and timing
- Building your own reporting and measurement, and being honest about what's actually moving the needle versus what just looks good
- Using AI tools as a genuine, daily part of how you build and iterate, not a gimmick bolted onto the process


What they're looking for:
- Prior experience in CRM or lifecycle marketing, with a stretch where a programme was genuinely yours
- Deep hands-on expertise in a modern marketing automation platform (journey building, dynamic content, event-triggered flows)
- Real experience with subscription businesses, ideally apps
- Confident pulling and interpreting your own data across multiple platforms, no waiting on an analyst
- Genuine fluency using AI tools in your daily practice, and able to talk specifically about what you've built with them
- Comfortable with a lot of autonomy and very little scaffolding, this is a small, senior team that moves fast

? Location: Fully Remote (UK-based) | Hybrid genuinely possible near Bristol, London or Liverpool
? Salary: £70,000-£85,000 + equity