Role Overview

You will own growth for ExpressVPN’s mobile app across the full user lifecycle — from onboarding to renewal. This role combines strategy and execution: you will define what to test, and also drive those experiments end-to-end.

This is a hands-on individual contributor role with high ownership. You’re expected to think like a growth lead, but operate like a builder.

Key Responsibilities

Growth Strategy & Opportunity Sizing

• Identify and prioritize high-impact opportunities across paywalls, onboarding, activation, and retention
• Build and maintain a structured experimentation roadmap grounded in data, user behavior, and business goals
• Develop hypotheses based on funnel analysis and user segmentation

Experimentation & Execution

• Own end-to-end A/B testing: ideation → brief → implementation → analysis → rollout
• Maintain strong experiment velocity across mobile surfaces (paywalls, upsells, lifecycle flows)
• Translate insights into follow-up tests and scalable product improvements

Lifecycle & Monetization Optimization

• Optimize onboarding, activation, engagement, and cancellation flows
• Design and test monetization levers (pricing, trials, discounts, upsells, downgrades)
• Improve core metrics: conversion, ARPU, retention, and renewals

Analytics & Insights

• Define and track key growth metrics and funnel performance
• Deep dive into user behavior (cohorts, segments, drop-offs) to uncover opportunities
• Communicate results clearly—wins, losses, and learnings

Cross-Functional Collaboration

• Partner with product and engineering to scope and ship experiments quickly
• Work with design to iterate on high-performing paywalls and user flows
• Align with marketing and retention teams to ensure a cohesive growth strategy

Requirements

Experience

• 2–5 years in mobile app growth, product growth, or experimentation roles
• Experience with subscription or freemium products
• Proven track record of A/B tests that improved conversion or retention
• Familiarity with App Store and Play Store ecosystems

Skills

• Strong analytical thinking with the ability to turn data into action
• Hands-on experience with tools like Firebase, AppsFlyer, Amplitude, Google Analytics, or similar
• Comfortable owning both strategy (what to do) and execution (making it happen)
• Ability to move quickly, prioritize effectively, and iterate based on results
• Clear communicator who can influence cross-functional stakeholders

What This Role Is (and Isn’t)

• Owns the growth roadmap—not just executes tickets
• Runs experiments directly—not just coordinates them
• Balances speed with rigor—no analysis paralysis
• Focused on impact (conversion, revenue, retention)—not just output

#LI-NL1

CRM Operations is the engine room of modern lifecycle marketing. This role sits at the intersection of marketing strategy, engineering, and data. The person who fills this role will define how efficiently we build, scale, and future-proof our CRM capability across all brands.

We are looking for someone who goes beyond campaign execution. You will own our engagement platform end-to-end, be the primary bridge between CRM, tech, and data, and raise the ceiling on what our CRM programmes can deliver — technically and commercially.

This is not a pure ops support role. We want someone who brings conviction, craft, and a genuine passion for martech — someone who sees the platform as a product, documentation as a competitive asset, and automation as a lever for lasting impact.

What You Will Own

1. Braze Platform Ownership — Across All Brands

• Be the definitive internal expert and platform owner for Braze across every brand we operate.
• Maintain the canonical operational repository: naming conventions, tagging taxonomy, event and attribute catalogue, link builders, and campaign documentation standards.
• Govern platform hygiene — segment integrity, data event definitions, canvas versioning, and template libraries — so that every team works from a single source of truth.
• Define and enforce best practices for platform usage, and train peers and adjacent teams to operate within them effectively.
• Own deliverability health monitoring: spam rates, bounce rates, ISP reputation signals, and escalation pathways for any platform-level incidents.

2. CRM Tech Stack Strategy & Integration

• Act as the primary CRM stakeholder in all martech and data engineering conversations — scoping requirements, reviewing technical designs, and ensuring delivery meets business needs.
• Lead the evaluation and integration of new CRM capabilities: channels (in-app, push, SMS, WhatsApp), personalisation infrastructure, AI-driven segmentation, and Connected Content extensions.
• Own the integration layer between Braze and the broader data ecosystem — data warehouse syncs, Currents pipelines, CDPs, and event tracking — working closely with data engineering to keep data flows clean, timely, and reliable.
• Proactively research the martech landscape and bring forward capability proposals that address gaps or unlock new levers for engagement and revenue.

3. Campaign Infrastructure & Journey Architecture

• Design and build complex multi-channel journeys and canvas flows — with a focus on scalability, reusability, and rigorous experiment design.
• Set the infrastructure standard for experimentation: variant logic, holdout groups, statistical significance thresholds, and result documentation.
• Partner with CRM campaign managers to translate commercial goals into technically sound, testable, and deliverable programme architecture.
• Develop reusable templates, modular canvas components, and Connected Content patterns that accelerate campaign production across teams.

4. Data Stewardship & Operational Integrity

• Co-own data quality: monitor data syncs, audit attribute and event accuracy, and proactively surface anomalies before they affect live campaigns.
• Design and maintain data schemas and supporting tables that power personalisation, segmentation, and reporting.
• Champion a culture of documentation — ensuring that platform decisions, data definitions, and operational processes are captured, maintained, and accessible.

5. Cross-Functional Enablement (CRM Chapter Support)

• Be the go-to resource for any team — CRM, product, brand, or engineering — with questions about CRM platform capability, data availability, or technical approach.
• Run structured enablement sessions and create reference materials that reduce dependency on tribal knowledge and accelerate onboarding.
• Represent CRM Ops in cross-functional product and data squads, ensuring the CRM programme's requirements are scoped, prioritised, and delivered.
• Coach and develop the existing operational specialist, setting clear ownership boundaries, reviewing their work, and creating space for them to grow into broader platform responsibilities over time.

Who We Are Looking For

Experience

• 4-7 years of CRM or lifecycle marketing operations experience, with meaningful time spent in B2C SaaS or subscription environments.
• Deep, hands-on Braze expertise: Canvas architecture, Liquid personalisation, Connected Content, event-triggered flows, and deliverability management.
• Demonstrated experience working directly with technical teams — martech engineers, data engineers, or product managers — to scope and deliver platform enhancements.
• Track record of building or significantly improving CRM infrastructure (not just executing within existing setups).

Technical Skills

• Proficiency in HTML and CSS for email and in-app message templating.
• Working knowledge of SQL for data exploration, audience validation, and ad hoc analysis.
• Comfort with APIs — reading documentation, using Postman, and integrating third-party data into Braze via Connected Content or webhook workflows.
• Familiarity with data warehouse concepts (Snowflake, BigQuery) and event-tracking schemas (e.g. Segment, Amplitude, custom event models).

Mindset & Ways of Working

• Platform thinker: you see Braze as a product to be owned and improved, not just a tool to execute in.
• Documentation-first: you write things down, keep them current, and treat operational clarity as a deliverable.
• Commercially grounded: you connect technical decisions to revenue and engagement outcomes, and communicate this clearly to non-technical stakeholders.
• Self-directed: you do not wait to be unblocked — you research, test, escalate intelligently, and move forward.
• Collaborative without being passive: you work well across functions and bring clear points of view to technical debates.

#LI-NL1

About the Opportunity

CRM Marketing — if you know, you know. It is the part of marketing that combines data, creativity, and commercial instinct to move customers at exactly the right moment. And nowhere is that more true than in upsell.

Our Upsell & Revenue Expansion programme is one of the best-performing workstreams in the business. It is led by an experienced CRM manager who owns its strategy and commercial outcomes. We are looking for someone to join that team — taking on meaningful execution from day one and growing into a genuine contributor to how the programme evolves across all brands.

The strategic direction is set, but there is real room to bring your thinking. The best experiment ideas often come from the person closest to the data. We want someone who is commercially curious, notices patterns others miss, and is not shy about raising a hypothesis or challenging an assumption — as long as they can back it up.

If you want focused ownership of a real revenue workstream, a front-row seat to how high-performing CRM operates, and the space to grow into broader ownership over time, this is the role.

What You Will Do

Campaign Execution & Programme Support

• Build and configure upsell campaigns and canvases in Braze — audience logic, offer triggers, message variants, timing, and channel routing — working within frameworks set by the workstream lead.
• Execute the upsell campaign calendar with precision: audience setup, content population, QA, and launch on schedule.
• Work within established offer structures, discount logic, and eligibility rules — understanding the commercial rationale behind each so you can flag anything that looks off.

Performance Analysis & Commercial Contribution

• Track and report on upsell KPIs — conversion rate, revenue per transaction, AOV, channel engagement — and deliver structured post-campaign summaries to the lead.
• Go beyond reporting: analyse performance with a commercial lens, identify patterns, and bring hypotheses about what could be improved to planning conversations.
• Support the design and execution of A/B tests — helping to define variants, build them in Braze, and document results with clear, actionable conclusions.
• Over time, develop and pitch your own experiment ideas grounded in data — audience refinements, offer timing, message framing, discount sensitivity — and work with the lead to prioritise and test them.

Audience & Segment Management

• Maintain upsell audience segments in Braze — keeping eligibility logic, exclusion rules, and offer targeting aligned with the lead's current definitions.
• Monitor audience quality signals — list size trends, complaint rates, engagement by segment — and surface concerns before they affect programme performance.
• Raise structured requests to CRM Ops for new data attributes or event signals that could sharpen targeting, as directed by the lead.

Quality & Operational Standards

• Run rigorous pre-send QA on every upsell campaign: rendering, link validation, audience confirmation, discount logic check, and personalisation accuracy.
• Maintain operational documentation for the upsell workstream — canvas notes, naming conventions, performance logs — keeping them accurate and up to date.
• Escalate anomalies, unexpected audience sizes, or content issues to the lead before any campaign goes live.

Collaboration & Growth

• Work closely with the workstream lead — contributing to sprint planning, campaign reviews, and retrospectives as a thinking partner, not just an executor.
• Brief creative teams with context-rich, commercially grounded inputs: audience intent, offer rationale, tone direction, and performance benchmarks.
• Build your commercial CRM instincts: understand the product catalogue, pricing mechanics, and subscription dynamics well enough to know when a campaign decision feels commercially off.

Who We Are Looking For

Experience

• 1-3 years in CRM, lifecycle, growth marketing, or a related digital marketing role — hands-on execution is essential.
• Exposure to a marketing automation or engagement platform at any level (Braze preferred; Salesforce Marketing Cloud, Oracle Marketing Cloud, Iterable, or similar considered).
• Some experience working on commercially-oriented campaigns — conversion, retention, upsell, or promotional — is a meaningful advantage.
• Experience interpreting campaign performance data and drawing conclusions from it, even informally.

Skills & Technical Abilities

• Commercially curious: you want to understand how CRM decisions translate into revenue, not just what button to press.
• Analytically capable: you can read a performance dashboard, identify what stands out, and form a view on what it means.
• Detail-oriented: you understand that in a revenue workstream, execution errors have a direct commercial cost.
• Clear and proactive communicator: you flag issues early, update the lead without being chased, and bring ideas in a way that is structured and easy to act on.
• HTML/CSS and SQL are nice to have but not required.

Mindset

• Commercially motivated: you care about the revenue number and feel a genuine pull to improve it.
• Curious and idea-generating: you notice things in data and customer behaviour that spark hypotheses, and you are not shy about raising them.
• Collaborative and humble: you work within a team that has a lead for good reason — you contribute your thinking while respecting the direction that is set.
• Growth-oriented: you are building your CRM expertise and you want to grow into more ownership over time.

#LI-NL1

CRM Marketing — if you know, you know. It sits at the intersection of data, creativity, and commercial instinct, and the work you do here touches customers at the moments that matter most.

Our Winback & Re-engagement programme is a proven, revenue-generating workstream with an experienced lead already driving its strategy and direction. We are looking for someone to grow alongside that lead — taking on real execution responsibilities from day one while progressively contributing your own ideas and analysis to improve the programme across all brands.

You will not be a silent executor. We want someone who is curious about why campaigns are built the way they are, who notices things in the data that others might miss, and who is not afraid to bring a point of view to the table. The best teams are built on people who challenge thinking and raise the bar — and this role has real room for that.

It is a great launchpad: focused scope, a live revenue programme, an experienced lead to learn from, and a clear path to growing into broader ownership as you build your track record.

What You Will Do

Campaign Execution & Scheduling

• Build and manage winback campaign canvases in Braze end-to-end — audience logic, triggers, message variants, timing, and channel routing — working within frameworks set by the workstream lead.
• Own the production process for scheduled sends: audience setup, content population, QA, and launch, in line with the campaign calendar.
• Maintain the winback calendar and flag scheduling conflicts or coverage gaps to the lead proactively.

Performance Analysis & Ideas

• Track and report on core winback KPIs — reactivation rate, recovered revenue, channel engagement, unsubscribes — and deliver structured post-campaign summaries to the lead.
• Go beyond the numbers: surface observations and hypotheses about what is and is not working, and bring them as input to experiment planning conversations.
• Support the design and execution of A/B tests — working with the lead to define the hypothesis, build the variants, and document the results.
• Over time, develop and pitch your own ideas for improving the programme — audience refinements, new trigger points, offer framings, or messaging angles — grounded in data and customer insight.

Audience & Segment Management

• Maintain the accuracy of winback audience segments, keeping suppression logic, reactivation thresholds, and exclusion rules aligned with the lead's current definitions.
• Monitor list health indicators — complaint rates, re-engagement rates, invalid addresses — and raise issues before they affect deliverability or programme performance.
• Coordinate with CRM Operations for any data or attribute changes needed to support the programme.

Quality & Operational Standards

• Run thorough pre-send QA on every campaign: rendering across devices and clients, link checking, audience size validation, and personalisation accuracy.
• Maintain the programme's operational documentation — keeping canvas notes, naming conventions, and performance logs current.
• Flag anomalies, errors, or unexpected behaviour to the lead before they reach production.

Collaboration & Growth

• Work closely with the workstream lead, contributing actively to sprint planning, campaign reviews, and retrospectives — not just as a reporter of results but as a thinking partner.
• Brief and collaborate with creative teams (writers, designers) to translate audience insight and campaign objectives into compelling content.
• Proactively build your CRM knowledge — ask questions, learn the platform deeply, and develop a point of view on what great lifecycle marketing looks like.

Who We Are Looking For

Experience

• 1-3 years in CRM, lifecycle, growth marketing, or a related digital marketing role — hands-on execution is essential.
• Exposure to a marketing automation or engagement platform at any level (Braze preferred; Salesforce Marketing Cloud, Oracle Marketing Cloud, Iterable, or similar considered).
• Some experience working on commercially-oriented campaigns — conversion, retention, upsell, or promotional — is a meaningful advantage.
• Experience interpreting campaign performance data and drawing conclusions from it, even informally.

Skills & Technical Abilities

• Analytically curious: you read performance data with genuine interest and want to understand what is behind the numbers.
• Detail-oriented: you QA your own work carefully and take pride in execution quality.
• Clear communicator: you brief creative teams well, update the lead proactively, and surface blockers early.
• Comfortable with ambiguity: you can make sensible judgements with imperfect information and know when to ask for direction.
• HTML/CSS and SQL are nice to have but not required.

Mindset

• Curious and open-minded: you want to understand the why behind every campaign decision, not just the how.
• Proactive: you bring things to the table rather than waiting to be asked — ideas, observations, questions.
• Team player: you understand your role sits within a workstream that has a lead for a reason, and you amplify their work rather than cutting across it.
• Growth-oriented: you are at an early stage of your CRM career and you are actively building toward more.

#LI-NL1