runna - Senior Manager, CRM

• You'll own Runna's CRM function end-to-end, working directly with the Growth Marketing Director to define the CRM strategy and deliver against company OKRs. You'll partner cross-functionally to ensure CRM is tightly integrated with product changes, brand initiatives, and the broader Growth roadmap. You'll lead our fantastic CRM team of 4, that sit across both our Acquisition and Retention initiatives whilst also managing key vendor relationships. • CRM ROADMAP AND LIFECYCLE STRATEGY: • Set the direction for lifecycle marketing (conversion, retention, renewals, winback), translate priorities into a clear roadmap, and drive delivery across the team’s backlog and planned initiatives.⁠ Use qualitative feedback, product data, and user research to shape what we send, when, and why. • MEASURING INCREMENTAL CRM IMPACT & MANAGING REPORTING: • Maintain or upgrade our current measurement framework that proves CRM’s incremental value to the business. Establish clear attribution and incrementality approaches (holdouts/A-B tests where possible), and ensure tracking is reliable across channels and platforms. Drive monthly reporting rhythms and create clear updates for performance reviews and cross-functional alignment.⁠ • BUILD AND LEAD A CULTURE OF EXPERIMENTATION AND LEARNING: • Foster a test-and-learn operating rhythm across the team — structured experimentation calendars, shared learnings, and a bias toward evidence over assumption. Stay current on lifecycle and CRM industry evolution and bring new ideas, tools, and approaches back to the team. Encourage curiosity and make space for the team to explore what's next. • LEAD, SUPPORT, AND DEVELOP THE CRM TEAM: • Set a high bar for quality and create an environment where the team does the best work of their careers. Provide clear prioritisation, regular coaching, and constructive feedback. Identify stretch opportunities that accelerate individual growth, and actively develop the team's skills in areas like experimentation design, data fluency, and cross-functional collaboration.⁠ • HELP DRIVE CROSS-BRAND LIFECYCLE GROWTH ACROSS STRAVA AND RUNNA: • Partner closely with Strava stakeholders to turn cross-brand opportunities into measurable lifecycle impact — shaping strategy and execution for communications that send Strava audiences into Runna (and keep them engaged). Help to maintain tight coordination across teams, and continuously optimise performance through testing and learnings. • MANAGE RELATIONSHIPS WITH KEY CRM AND DELIVERABILITY VENDORS: • Own vendor relationships end-to-end — onboarding and enablement, contract/commercials support, roadmap alignment, and ongoing performance management. Act as the primary point of contact for troubleshooting and technical support, coordinate escalations and feature requests, and ensure each tool is configured correctly and used effectively across the team. • Running toward the data, not away from it. You treat experimentation as a core operating discipline and build a culture of learning and iteration.⁠ • ⁠Building strong cross-functional relationships. Product, Data, Engineering, and Growth stakeholders trust you as the owner of CRM strategy and execution. • You’re a real problem solver and don’t mind upskilling yourself and your team when entering new CRM territory. • Thinking in systems, not sends. You build lifecycle infrastructure (templates, tooling hygiene, reporting cadence) that makes the whole team faster over time.⁠