CRM Systems & Lifecycle Manager

About the CRM Systems & Lifecycle Manager role at Headspace The CRM Systems & Lifecycle Manager sits at the intersection of marketing data architecture and lifecycle execution — and that combination is what makes this role unique. This role owns how data flows into and through our marketing systems, and partners with the Marketing Operations and Lifecycle teams to translate that foundation into campaigns that drive impact for our most important health plan and employer clients. Core responsibilities span data architecture and system design, audience segmentation logic, campaign execution, experiment design, and performance reporting. This is not a role that steps into a fully defined playbook. You'll help architect and evolve the systems and processes that power lifecycle marketing as the team grows — requiring comfort navigating ambiguity, strong ownership, and a bias toward action. The ideal candidate brings hands-on, technical fluency with AI tools — using them to accelerate Braze logic development, automate reporting workflows, and surface insights faster. We are actively building in this space and are looking for someone excited to help shape how we incorporate AI into lifecycle and marketing operations. What you will do: Marketing Data Architecture & Systems Own the data foundation that powers lifecycle marketing — evaluate what member attributes, events, and entitlements exist in Braze today, identify gaps between what's available and what campaigns require, and spec requirements clearly enough to drive Engineering and Data team prioritization Partner with Engineering and Data as a technical peer — coming to those conversations with a documented point of view on schema design, data availability, and downstream CRM impact, not just a list of requests Maintain and evolve Braze data integrity — audit segments, validate attribute and event data against expected behavior, and flag discrepancies before they affect campaign execution Build and maintain documentation of the CRM data architecture — including how member data flows from source systems into Braze, what's reliable, and where known gaps or risks exist Evaluate new data capabilities and Braze features with a systems lens — understanding not just what a feature does, but what data it requires, what it exposes, and whether the infrastructure supports it Proactively identify structural limitations in the current stack that constrain lifecycle performance and build a case for resolving them — with prioritization rationale, not just a problem statement Lifecycle strategy & execution Support the Lifecycle and Marketing Ops teams in driving strategy and execution for core lifecycle marketing initiatives, including the monthly newsletter and always-on engagement programs — owning the technical build and execution within Braze across email, push, in-app, and SMS channels Design, execute, and analyze A/B and multivariate experiments in Braze — delivering clear reporting and actionable readouts to internal stakeholders Support B2B client launches and migrations in partnership with the Marketing Ops team, ensuring seamless execution for B2B audiences Cross-functional collaboration & reporting Independently identify and solve analytical and technical challenges across the CRM ecosystem — proactively expanding lifecycle and Braze capabilities without relying on Engineering, Product, or Analytics teams to drive the work. Monitor campaign performance across channels — tracking and reporting key metrics including open rates, click-through rates, conversion rates, and downstream engagement What you will bring : 5+ years of experience in marketing operations or CRM, with a track record of owning technical execution independently — building lifecycle systems, driving campaign performance, and expanding capabilities — not just supporting them. Bring strong systems thinking to the role — with experience working in event-based data models, the ability to read and write data specs, and comfort assessing what exists in the stack versus what needs to be built; SQL or Databricks exposure a plus Deep expertise in Braze — including campaign and Canvas builds, segmentation, Liquid Logic, and performance reporting Strong understanding of multi-channel best practices, deliverability, and data protection laws Experience designing and interpreting experiments — able to set up clean A/B and multivariate tests, evaluate results objectively, and translate findings into clear recommendations Highly motivated self-starter who can run projects from start to finish with minimal oversight Strong project manager — comfortable managing multiple priorities, stakeholders, and workstreams simultaneously Comfortable making judgment calls with incomplete information and re-prioritizing quickly as business needs evolve Confident collaborator who can interpret feedback into action and push back constructively when needed Data-driven, with the ability to report clearly and accurately on campaign performance Hands-on experience using AI tools to accelerate technical work — such as drafting Liquid Logic, building reporting frameworks, or automating documentation — and the judgment to QA and refine outputs Preferred Braze certification strongly preferred Experience with Liquid Logic highly preferred Experience with Amplitude or Tableau a plus Intermediate knowledge of HTML and CSS as it relates to email Location: We are currently hiring this role remotely in the US and Hybrid for San Francisco (SF). Candidates must permanently reside in the US full-time. For candidates with a primary residence in the greater SF area, this role will follow our hybrid model. You’ll work 3 days per week from our office, allowing for impactful in-office collaboration and connection, while enjoying the flexibility of remote work for the rest of the week. Your recruiter will share more details about our hybrid model.  Pa