CRM Lead, B2B2C

AI fluency is a core expectation at Sword. Every candidate is assessed against our three-level framework — be ready to share real examples of how AI is already part of how you work.

Explorer (Level 1) — Uses AI daily to boost personal productivity

Builder (Level 2) — Creates workflows and tools that elevate the whole team

Integrator (Level 3) — Embeds AI into products and processes at scale

Every hire must demonstrate at least Level 1. The expected level will vary depending on the seniority of the role.

Headspace reaches millions of members through 1,500+ employer and health plan clients. As CRM Lead, you'll set the B2B2C lifecycle strategy with the leadership and personally deliver it for a focused portfolio of utilization-based and strategic accounts, where CRM performance directly affects contract outcomes. You'll also build the foundation that lets the rest of the book run at scale, and you'll lead and develop the CRM Manager.

This is a true player-coach role. Expect to spend roughly half your time building in Braze and the rest on strategy, architecture, experimentation, and coaching.

Define the B2B2C CRM strategy and roadmap in collaboration with leadership, covering activation, engagement, and retention

Own CRM execution for utilization-based and strategic accounts: design, build, QA, launch, and optimize custom journeys in Braze

Track member utilization and engagement against contractual targets, and adjust programs to close gaps

Partner with Client Success and account teams to tailor programs to client population, goals, and commitments at scale

Build the foundational infrastructure for the scaled book, including base Canvas architecture, client-level segmentation, and dynamic content frameworks, so the Manager can operate it at volume

Own the data and segmentation architecture, including custom attributes and events and how org-level context drives personalization

Run the experimentation program: hypotheses, test design, readouts, and roadmap decisions

Pilot new approaches with priority accounts, then hand proven plays to the Manager to scale across the book

Set standards for Canvas architecture, naming conventions, and measurement

Manage, coach, and develop the CRM Manager: set priorities, give feedback, and decide when requests from the broader book warrant custom work

Own the performance narrative for senior leadership

Coordinate with Product, Data/Analytics, Legal/Compliance, and the D2C CRM team

7+ years in CRM or lifecycle marketing with deep, hands-on Braze expertise (Canvas, Liquid, Connected Content, segmentation, event-driven triggers)

A record of defining strategy and personally building and shipping it

Experience managing a small portfolio of performance-linked accounts where CRM outcomes affect contract results

Experience managing or mentoring others, formally or informally

Comfort with SQL and analytics tools (Snowflake, Amplitude), and the ability to turn data into decisions

Strong presence with senior stakeholders and cross-functional influence

Experience with B2B2C, benefits, or health-adjacent products (preferred)

Familiarity with HIPAA and privacy-conscious data practices (preferred)

How success is measured

Utilization and engagement outcomes for utilization-based and strategic accounts

A clear, adopted roadmap

A sound, scalable Braze architecture that the Manager can run

Proven plays that get successfully scaled

The growth and effectiveness of your direct report

The range below reflects base, variable, and equity for this role.

This is a starting point, not a ceiling — once someone joins and proves they're outlier talent, we adjust quickly to make sure their compensation matches their impact.

Job titles may span more than one career level, so actual pay depends on skills, qualifications, experience, location, and market demand, among other factors. The range reflects base salary plus any variable, bonus, or sales incentives, and our estimate of the value of private company stock options where applicable. It's subject to change, and future stock value isn't guaranteed. Sword also offers additional benefits beyond total compensation.

Total Compensation Range

$70,000 — $110,000 USD

Country-specific benefits may vary and will be detailed separately.

Sword Health complies with applicable Federal and State civil rights laws and does not discriminate on the basis of Age, Ancestry, Color, Citizenship, Gender, Gender expression, Gender identity, Gender information, Marital status, Medical condition, National origin, Physical or mental disability, Pregnancy, Race, Religion, Caste, Sexual orientation, and Veteran status.