Senior Manager, CRM

We're putting together a talented team to build the #1 training platform for Runners. We help everyday runners become outstanding by building an incredible app providing world-class training, coaching and community for everyone, whether you're improving your 5k time or training for your first marathon. We’re growing extremely fast! In November 2023 we closed a $6.5M funding round led by JamJar with participation from Eka Ventures, Venrex and Creator Ventures. In 2024, we were selected by Apple as one of three global finalists for the iPhone app of the year, reflecting the innovation and impact of what we’ve built, and in 2025 we were acquired by Strava! Our ambition is huge: to become the go-to global leading training platform for millions of runners everywhere. We’re growing with purpose and looking for people who want to build something meaningful with lasting impact.

The CRM team at Runna sits within our Growth Marketing function and is responsible for how our owned channels interact with our brand to give our Runnas the best app experience possible. From first-touch onboarding through to retention, renewal, and winback, we utilize our channels (Email, Push & In-app) to help sustain our incredible growth. Sitting at the intersection of marketing, product, and data, the team builds and iterates lifecycle journeys that drive growth while protecting customer experience.

This role works closely with other Growth Marketing teams, Product, Data, Brand/Partnerships, and the Lifecycle team at Strava to ensure our comms engine is scalable, measurable, and continuously improving.

What You'll Be Doing

• 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.

What You'll Bring

• 7+ years in lifecycle/CRM marketing for a B2C product, with proven impact on engagement, revenue, and lifetime value.
• Strong analytical mindset - comfortable defining hypotheses, interpreting results, and coaching your team to do the same.
• Hands‑on experience with lifecycle channel execution (email, in‑app, push), including segmentation, QA, scheduling, and performance optimisation.
• Skilled at building scalable processes (QA, calendars, approvals, documentation) without slowing execution.
• Proven track record hiring, managing, and mentoring high‑performing CRM teams.
• Thrives in fast‑paced, high‑growth environments with ambiguity and shifting priorities.
• Effective cross‑functional operator - knows when to push, when to listen, and how to align teams with competing priorities.
• Comfortable rolling up sleeves during critical moments to unblock delivery and raise quality.
• Based in London or able to come into our Vauxhall office regularly (3 days a week).

You Will Be Successful Here By

• 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.

Bonus Points If

• You’ve scaled lifecycle marketing for a subscription mobile app.
• You’ve worked on CRM + product‑led growth intersections (e.g., onboarding, paywalls, upgrade paths).
• Familiar with any of our tech stack; Iterable, Mixpanel, Aampe, Omni, Everest, Litmus, Zapier.

Benefits

• Flexible working – we typically spend 3 days a week together in our Vauxhall office.
• 25 days holiday, plus bank holidays (you can take whenever suits you).
• Free Runna & Strava subscriptions for you and 3 of your friends.
• Headspace membership.
• Money every year to spend on gear, events and the gym.
• Private health insurance with Bupa and workplace pension scheme.
• Modern Health is a mental wellness platform and app that combines technology with professional support to improve mental well‑being and reduce stress.
• Carrot fertility support – provides inclusive fertility, hormonal health, and family‑forming benefits to our global employee population and takes the burden off what we know can be a stressful process.

Compensation Range: £93.5K - £115K