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CRM & Lifecycle Lead, International
We're the world's leading consumer healthcare platform, supporting millions of patients across the US, Australia, the UK, Germany, Japan, Spain and Canada.
We're driven by the belief that good health should last a lifetime, and that to get there we need to deliver the personalised, high quality and empathetic care that the traditional system cannot support.
You'll partner with our care teams of prescribers, nurses, health coaches, pharmacists and dietitians to support patients across preventative health, weight management and specific women's and men's health conditions.
We joined Hims & Hers so that you can do all of the above on a bigger scale, with more ambition, a stronger global brand and the resources to deliver care to patients in dozens of countries.
We're looking for people who appreciate and are excited by the enormity and uniqueness of this challenge, and want to work in the most ambitious, smart, fast moving and positive sum environment of their lives to transform how healthcare is delivered globally.
We hope that's you.
How we think about marketing
At Euc, marketing is about capturing attention and turning it into real growth.
We're not here to chase perfect open rates or vanity metrics. We're here to grow the business by reaching people, earning their trust, and helping them get real outcomes from the treatment they've started.
We move fast. Really fast. Because when ideas ship quicker, we learn quicker, make bolder bets, and don't waste months on "safe" programs that never move the needle.
Creative wins. We don't have exclusive access to channels, so great storytelling is how we stand out and earn attention
Speed matters. Fast tests beat perfect plans. We ship early, learn fast, and move on
Lifecycle is a growth lever, not a cost centre. The work after the sale (activation, adherence, retention) compounds, and we treat it that way
Data is a compass. We ask why, not just what. Trends are more useful than daily swings. Insight plus action equals impact
We focus on outcomes, not channels. Email, SMS, WhatsApp, push, in-app, we use whatever moves the patient forward in that market. No channel loyalty. Just growth
What's next?
We're entering one of our most ambitious chapters yet. Over the next 12 months we're scaling our existing international markets (Germany, Canada, Japan) and launching Juniper into new ones, with the goal of three more markets live by the end of the year.
To get there, we're centralising growth as a function across the international team, building the central engines that let every market scale faster than it could alone. Lifecycle is one of those engines.
We've already built strong lifecycle programs in Australia and the UK. The opportunity now is to take what works and make it work across our international markets.
We're hiring a CRM & Lifecycle Lead, International to own that engine. You'll run lifecycle as a central function across our international markets, assisting scale what already works in our established markets and building it from scratch for each new launch. You'll report to the Product Growth Lead, partner with the Head of International Growth and Performance on strategy, and lead execution through a team of local-language copywriters.
About the role (what you'll be doing)
You'll own the international lifecycle engine end to end: the strategy and the builds that ship it. You won't be starting from a blank page. Strong lifecycle programs already exist in our UK and Australia teams, and your job is to take what works, adapt it for a multi-market international context, and build the central system around it.
We're an early, lean international team, so this is a hands-on role: you'll set the lifecycle strategy and you'll be in the tool building the flows, not just briefing them. For established markets you'll provide strategic oversight and keep scaling what's live. For new launches you'll build the program from the ground up, with support from your copywriter team.
Own CRM and lifecycle as a central function across our international markets, from strategy to execution, accountable for activation, adherence, retention, and LTV
Help scale our established markets (Germany, Canada, Japan) with strategic oversight, finding the next unlock in each program rather than letting it go stale
Build the lifecycle program for new market launches end to end: the flows, the segmentation, the measurement, and the messaging, in time for go-live
Be channel-adaptive by market. Email leads in some markets; others lead with WhatsApp, SMS, push, or in-app. You'll build the right mix for each market rather than forcing one playbook everywhere
Own segmentation and automated flows (onboarding, adherence, follow-up, winback, reactivation) and the experimentation roadmap that improves them
Run a measurement framework that proves whether lifecycle work actually moved retention and LTV, not just open and click rates
Lead a team of local-language copywriters to localise and execute at quality and speed across markets, owning briefing, QA, and delivery
Partner with the Product Growth Lead and the wider growth function so lifecycle and conversion pull in the same direction, and the handoff from paid to owned is clean
Own deliverability, list health, and compliance (GDPR and local privacy regimes) across every market we operate in
Share winning programs and learnings across markets so a win in one place reaches the others quickly
This role is ideal for someone who wants to own lifecycle as a whole, both the strategy and the build, and is happy doing it lean before it scales. As markets grow, this role is expected to grow with it, with the opportunity to build and manage a team of lifecycle marketers underneath you. You'll be measured on retention and LTV across markets, the speed with which new markets get a working lifecycle program live, and the quality of the cross-market learning you contribute to.
About you (who you are)
You're a lifecycle marketer who has owned a program end to end, from strategy to the flows themselves, and you're as comfortable in the data as you are writing the brief. You think in customer journeys and you reach for retention and LTV framing as easily as channel mechanics.
5+ years in CRM, lifecycle, or retention marketing, ideally in DTC subscription or healthcare
Hands-on experience with a modern lifecycle platform ( Customer.io preferred; Braze, Iterable, or similar also relevant), building flows yourself rather than handing them off
Strong command of segmentation, automation, A/B testing, and lifecycle measurement, with a clear method for proving impact on retention and LTV
Versatility across channels (email, SMS, WhatsApp, push, in-app) and the judgment to build the right mix for each market rather than copy-pasting one playbook
Experience standing up a lifecycle program for a new market or brand, not just operating an established one
Comfort across several markets at once, and with the ambiguity and deadlines of new launches
A command of deliverability, list health, and data compliance (GDPR and equivalents)
Strong written communication. You'd rather send a doc than book another meeting
Healthcare or other regulated-industry experience
Multi-market or international experience (especially Europe or APAC)
Experience with non-email-first markets, where WhatsApp or SMS carries the program
A second language relevant to one of our markets
Comfort with SQL or BigQuery, even at a basic query-modify level
People leadership experience, or a clear appetite to grow into managing a team
Fluency with Claude Code or other AI workflow tools. You use AI to make yourself and your team faster and more prolific, not to replace the thinking
Why join Eucalyptus?
Make real impact, fast. We move quickly, build in the open, and learn by doing. You'll help deliver real health outcomes for real patients from day one
Operate at scale. Build and lead lifecycle for one of the world's fastest-growing health companies across multiple countries
Be supported to grow. Regular feedback, professional development budget, and access to senior operators who'll challenge you to get better
Work with incredible people. High talent bar. No ego. Serious care for the mission
Global exposure. Access to markets, brands, and categories that would take years to reach elsewhere
Perks and benefits
Hybrid working (3 days a week in our Old Street office)
Annual professional development budget
Equity options so you share in our growth
25 days holiday plus bank holidays
Wellness allowance
Enhanced parental leave (20 weeks paid for primary carers)
Fun, frequent socials (our last winter party was in Paris)
Your own MacBook, setup, and Euc swag
At Eucalyptus, we value individuals from all backgrounds, experiences, and perspectives, and we embrace the unique qualities each person brings. When you apply, please let us know of any reasonable adjustments you may need during the interview process. We use AI-assisted tools across our business to help our teams work more efficiently, including within our recruitment process. These tools support our team — all hiring decisions are made by real people, and every application is reviewed by a member of our recruitment team.
Why join Eucalyptus?
We are on a growth journey, in the UK alone - we have gone from 0 to 2,000+ patients in just 6 months!
Work with best-in-class doctors, specialists, pharmacists, and medical professionals from all over the world.
Join a diverse team from Oviva, National Health Service (NHS), Atlassian, Canva, Google, McKinsey, Bain, Optiver, Koala, Manual and many many more.
We are proud to have built a patient-centric platform that provides end-to-end healthcare at scale
Strong culture of work-life balance and supported by flexible working hours
Offer a competitive remuneration package plus government contributions
Fun office parties and team dinners so you can bond with your team regularly
Eucalyptus and brand merch designed by our very own in-house creative team
Apply on Eucalyptus Health’s careers page