About this role
Babbel is hiring a Director of CRM - Lifecycle Marketing role in our New York City office. This role will manage the CRM strategy throughout the learner engagement journey, specifically driving learner habits for our global audience.
About the role
The Director, CRM – Lifecycle Marketing will lead Babbel’s global strategy for engaging and retaining subscribers through meaningful learning experiences. You’ll own the full subscriber engagement journey—from onboarding and early activation through ongoing learning engagement, habit-building, and reactivation of unengaged subscribers.
Your work will inspire subscribers to build consistent learning habits that deepen their connection with Babbel and drive long-term retention. You’ll build and empower a new team focused on scaling activation and engagement programs that blend marketing communications, behavioral insight, and product integration.
This is a highly cross-functional role that blends marketing and product growth: you’ll collaborate closely with Product, Data, Engineering, Learning Experience, and Creative peers to design and implement programs that motivate learners both in and out of the app.
What you’ll do:
Strategy & Leadership
Own Babbel’s global lifecycle marketing strategy for subscriber activation, engagement, and reactivation across email, push, and in-app channels.
Define the roadmap for onboarding flows, habit loops, engagement campaigns, and reactivation journeys that strengthen subscriber connection and increase retention.
Build and empower the Lifecycle Marketing team, setting clear goals, developing talent, and establishing inclusive, durable operating rhythms.
Marketing & Experimentation
Design and optimize multi-channel lifecycle programs across email, push notifications, and in-app messaging—creating experiences that drive early activation, increase learning activity, and bring back unengaged subscribers.
Test messaging, visuals, timing, and incentives to improve activation and engagement KPIs such as streaks, lesson completions, and re-engagement rates.
Own experiment quality: define hypotheses, measure impact, and codify learnings into playbooks for scalable success.
Cross‑Functional Collaboration
Partner with Product (including Motivational Mechanics, Learning Experience) to integrate marketing messages with in-app engagement systems such as streaks, milestones, and gamification features.
Collaborate closely with Data, Engineering, and Creative teams to align communication strategy with product triggers and learner behaviors.
Work alongside other CRM teams (Acquisition and Expansion) to ensure a seamless subscriber experience across the full lifecycle.
Data & Analytics
Own the data foundation for lifecycle programs: simplify and standardize how subscriber engagement, activity, and milestones are tracked and reported.
Partner with Data and Engineering to ensure the team has reliable, easy-to-use data; restructure schemas and dashboards in Tableau to make insights accessible and actionable.
Use performance data and experimentation results to guide decisions and quantify behavioral impact.
People Leadership
Build an effective Lifecycle Marketing team from the ground up.
Develop team members’ skills and confidence across tools, analytics, and experimentation; delegate effectively while maintaining high standards for quality and outcomes.
Create a learning and feedback culture that develops strong, inclusive future leaders within CRM.
Who you are:
8+ years in CRM or lifecycle marketing, including campaign strategy, automation, and behavioral engagement; at least 3 years of team management experience
Proven success driving engagement and retention in a subscription or product-led environment; experience partnering with Product to influence user behavior
Experience building and managing effective marketing teams
Proficient with CRM platforms (Emarsys, Braze, Klaviyo, etc), analytics tools (Tableau, Looker, Amplitude, or similar), and experimentation frameworks
Data-driven and comfortable structuring complex problems with evidence
Strong collaborator and communicator, with the ability to build alignment across teams and translate insights into action
This position is located in NYC and requires a minimum of 3 days/week in office.
Benefits
Join a global company with purpose
Competitive compensation, PTO, comprehensive benefits including 401(k) and employer match
Have an Impact on Babbel's product, company, and learners
Career growth and skill development
Salary Information:
In New York City, the reasonable annualized full-time salary for this role is $160,000 - $180,000 and placement within this range will vary based on several factors including, but not limited to experience, licensure/certifications, training and skill level.
Babbel is an equal opportunity employer committed to diversity and inclusion.