Retention & CRM Marketing Manager (German-Speaking Market)

About ZAVA We believe healthcare should be accessible, dependable and affordable for everyone. Now part of Hims & Hers Health, Inc., one of the fastest-growing digital health companies in the world, we’re entering an exciting new chapter as we expand our reach and accelerate our impact.

Our team of Doctors, Engineers, Patient Care Advisors, Pharmacists, Marketers, Product Managers, UX Designers, Commercial, and Operations Specialists work together to build digital healthcare that truly fits around our patients’ lives.

The pandemic changed how people access care, and we’ve led the way by providing over 14 million consultations across the UK, Germany, France, Spain, and Ireland. More patients than ever turn to us for help with weight loss and other conditions that can be safely treated online. We’re evolving our service to make care even more personal, supportive and effective.

We’re doing more than providing healthcare. We’re empowering people to take control of their health, and with the support of Hims & Hers, we’re scaling our vision to become a global leader in digital healthcare.

About The Role The digital healthcare market is an exciting and competitive space that has seen considerable growth over the last few years.

As a Retention & CRM Marketing Manager, you’ll own and evolve our CRM and lifecycle strategy across channels (Email & SMS), focusing on the German-speaking market. As a senior individual contributor, you’ll define the CRM roadmap, lead strategic planning, and use data insights to drive long-term retention growth and LTV optimisation.

This role is highly scalable. You’ll start hands-on, mastering our CRM tools and refining our email and SMS program, optimising automated campaigns, transactional messaging, and driving revenue through personalised communication. Your mission will also be to lead and demonstrate expertise through constant optimisation and experimentation.

Your mission: unlock meaningful growth through email, SMS and any other future channels to help us shape the future of digital healthcare!

**What you’ll own**

• Own and evolve the Retention and CRM strategy, with a focus on German-speaking patients/ZAVA Germany locale, aligned with business objectives and senior leadership direction.
• Define and own the CRM and lifecycle roadmap, balancing short-term performance with long-term growth.
• Drive innovation in Email and SMS (WhatsApp) marketing through personalisation and automation.
• Lead the strategic planning and execution of multi-cycle omni-channel campaigns.
• Implement and refine processes for QA, A/B testing, list segmentation, and personalisation.
• Own CRM platform capability, including tooling strategy, governance, access, and best practices.
• Identify opportunities to improve technical setup, automation, and data usage.
• Analyse campaign performance data to uncover trends, generate insights, and drive continuous improvement.
• Create reports highlighting key performance indicators like open rates, click-throughs, conversions, and unsubscribes.
• Create reports highlighting key retention metrics: RRs, active and churned patients, qualitative data analysis.
• Ensure consistent brand voice and compliance with email regulations and best practices.
• Guide email content structure and optimisation strategies to internal stakeholders.

**What we’re looking for**

• Fluent German, written and spoken.
• Proficient English - able to effectively communicate with internal teams, written and spoken.
• Demonstrable experience in CRM marketing management (Email / SMS / WhatsApp).
• Demonstrable experience owning CRM strategy and execution.
• Deep understanding of customer lifecycle.
• Proficiency in complex automated journeys and data-driven marketing.
• Testing - you have proven experience validating hypotheses and are familiar with testing models as well as statistical significance.
• User segmentation - you are familiar with implementing complex user segmentation to optimise user journeys.
• Hands-on experience with HTML & CSS.
• Hands-on experience using customer.io, Braze, Klaviyo or similar CRM platforms.
• Strong stakeholder management and collaboration skills.
• Relentless goal focus - you can own a project or KPI and get stuff done with a strong sense of ownership.
• Iterate and test mentality.
• Excellent attention to detail.
• Highly analytical with strong numeracy and statistical skills.

**Nice to have,…