Head of CRM & Loyalty

Releaf is the UK's leading medical cannabis clinic. A certified B Corp, with over 170 staff, we connect patients with specialist clinicians, streamline access to prescriptions, and support thousands of people across the UK. We're on a mission to rethink healthcare - making specialist medical care more accessible, more human, and more effective.

This is an exciting moment to join Releaf. We have strong product-market fit, a growing patient base, and ambitious international plans. We're now looking for a Head of CRM & Loyalty to own the full post-acquisition patient journey - keeping patients engaged, on treatment, and deriving real value from everything Releaf has to offer.

The role involves reporting directly to the Marketing Director and leading a team of 5: a CRM & Lifecycle Lead, a CRO Designer focused on acquisition, a UX Designer focused on retention and LTV, a CRO & Experimentation Lead, and a Patient Content Lead who owns the patient-facing content and resources across the account area. You'll own Releaf's retention strategy end-to-end, from subscription and loyalty mechanics through to how we communicate and market the products and benefits that keep patients with us long-term.

Main Responsibilities

• Retention Strategy
  • Own Releaf's retention strategy, setting clear goals across patient activation, engagement, subscription growth, and churn reduction.
  • Lead the ongoing development of Releaf+ - our subscription model - ensuring it delivers genuine value to patients and performs commercially.
  • Develop and manage loyalty mechanics, refer-a-friend programmes, and other retention incentives that drive long-term patient engagement.
  • Work alongside the Brand Team to market and communicate Releaf's retention products - including the Releaf medical cannabis card, Releaf Protect, and free legal support for Releaf+ patients - ensuring patients understand and use what's available to them.
  • Build proactive intervention programmes that identify early signs of patient drop-off and act on them before churn happens.
• CRM & Communications
  • Work closely with the CRM & Lifecycle Lead to develop and execute a patient communications strategy across the full lifecycle - from onboarding through to long-term retention.
  • Ensure CRM activity is data-led, well-segmented, and aligned to retention goals.
  • Own the feedback loop between patient communications and operational reality - medication changes, formulary updates, patient support changes - ensuring comms reflect what's actually happening across the business.
• CRO
  • Work in lockstep with the CRO & Experimentation Lead and the CRO and UX Designers to ensure the pre-payment and post-login patient experiences are continuously tested, optimised, and improving.
  • Connect CRO activity to retention outcomes - what happens on the dashboard should be as informed by retention data as it is by UX insight.
• Cross-Functional Collaboration
  • Build strong working relationships with Clinical, Dev, Operations, and Patient Support teams to stay close to changes that affect the patient experience.
  • Act as the commercial bridge between operational change and patient-facing communications - when something changes inside the business, you make sure it's reflected in how we communicate and retain patients.
  • Work closely with the Head of Performance Marketing to ensure a clean handoff from acquisition into retention, with shared visibility on patient quality and LTV.
  • Collaborate with the Marketing Director and senior stakeholders to report on retention performance, surface insights, and make the case for investment.

What we're looking for

• Proven experience in a senior growth, retention, or lifecycle marketing role, ideally in a digital health, healthtech, or subscription business.
• A track record of owning and improving retention metrics - churn, LTV, activation, engagement - not just reporting on them.
• Strong understanding of CRM strategy and patient or customer lifecycle communications.
• Experience marketing subscription products or membership programmes, including auditing and rebuilding what isn't working.
• Commercially sharp - you build business cases, set goals, and hold yourself accountable to outcomes.
• Comfortable working cross-functionally with clinical, operational, and commercial teams, not just marketing.
• Experience working in a regulated industry - you understand the constraints and know how to operate effectively within them.
• Strong analytical skills, able to translate data into clear strategy and communicate findings to non-technical stakeholders.
• Experience leading and developing a team.

Our application process starts off with an informal remote meeting followed by a written task. We are an inclusive employer and would welcome applications from a diverse range of applicants; if there is anything we can do to help support you during the interview process, please let us know. We are a remote first company but with regular face to face meets, you can expect to be in person a few times a month and you must be UK based. At Releaf, we believe that diverse teams build better businesses. We're committed to creating an inclusive environment where everyone feels valued, respected, and able to do their best work. We welcome applications from people of all backgrounds, identities, and experiences — and we're happy to make reasonable adjustments throughout the recruitment process if you need them. If you'd like to discuss this, please don't hesitate to get in touch.