CRM & Lifecycle Lead - Lumenate
Remote (UK) · £70,000-£85,000 + Equity via EMI Options Scheme
About this role
This is our first CRM hire, and you'll own the space outright. Every message we send a customer, in the app or out of it, and the systems that decide who gets it and when, will be yours to design, build and improve.
You'll work in Braze, and the bar is high: complex multi-branch journeys, personalisation that responds to what someone actually does rather than what segment they landed in, and a lifecycle programme that behaves like a system rather than a calendar of sends.
You'll report directly to one of our Co-Founders, with support from design, engineering and marketing where you need it. This is a hands-on role for someone who wants the whole problem rather than a slice of it.
About Lumenate
Lumenate is a pioneering mental wellbeing company, on a mission to make transformative states of consciousness accessible and effortless for all. The Lumenate app guides you into a deeply meditative, semi-psychedelic state, all from the flashlight on the back of your phone. We've then taken the core app experience to the next level with Lumenate Nova (our consciousness-shifting light mask) which unlocks deeper immersion and greater comfort.
We sell the app globally on iOS and Android, and our hardware (Nova) direct to consumers across the US, UK, EU, Australia, Canada and New Zealand. We're venture backed and profitable, with 3M+ app users to date and US$3M revenue in Q1 2026. Braze is set up and running. What it hasn't had is someone whose job is to make it excellent.
What you'll own
Lifecycle marketing, end to end. Our Product Lead owns the experience itself: what the app does, how it's built, what someone sees when they open it. You own the messaging layer that runs on top of it, wherever it reaches someone (in or out of app).
The lifecycle programme. The whole map of how we talk to a customer from first install or Nova purchase to long-term subscriber, expressed as a set of states people move between rather than a list of campaigns. You'll build it, run it, and keep rebuilding it as we learn.
Activation, trial, renewal and winback messaging. What we say to someone during a trial, as a renewal approaches, when a payment fails, when they're weighing up cancelling, and after they've gone. Product owns the paywall and the pricing; you own everything we say around them. Renewal is our repeat purchase, so this is the commercial centre of the role.
The Nova to habit bridge. Someone buys a £99 light mask. Getting them from unboxing into consistent use, and from consistent use into a subscription they keep, is the highest-value programme we don't yet have. It's likely where you start.
Personalisation depth. Behavioural targeting, dynamic content driven by real usage signals, timing based on individual patterns rather than global send windows. We want the ceiling here raised well beyond first-name tokens.
The message itself. What story to tell, which objection to answer, at what point, and when to say nothing at all. You don't need to be a copywriter, and we can help polish the final words, but the argument and its structure are yours.
Measurement. You'll build your own reporting in Braze and Mixpanel, design tests that can actually be read, and be honest about results, including the ones that say nothing happened.
How this is judged. Activation, subscription conversion, renewal and Nova upsell are company numbers with several owners, and we won't pretend otherwise. What's yours is lifecycle's contribution to them: the incremental lift your programmes produce, measured through Braze and Mixpanel against a proper control. We'd rather you moved a channel-attributable number honestly than claimed a company one loosely.
How we work
We're a small, senior team, and we work like one: high trust, low meeting cadence, and a strong bias towards velocity and shipping. You'll set your own roadmap and pull support in when you need it rather than waiting to be directed.
We're also extremely AI-progressive. We never see AI as a replacement, but we do believe it's a strong multiplier in the hands of a genuine expert. We're embedding Claude across how we work day-to-day, and in CRM specifically we think the gap between a good programme and an exceptional one is now largely a question of how well someone uses these tools. We'd like you to be ahead of us on that.
You'll work closely with our Product Lead throughout, and anything of yours that interrupts someone mid-session gets agreed between the two of you.
You probably have
- Four or more years in CRM or lifecycle marketing, including a period where the programme was yours alone and its results were reported as yours. We care far more about what you've owned than how long you've been doing it.
- Deep hands-on Braze. Canvas architecture, Liquid, catalogues, connected content, event-triggered entry. You build it yourself, and you can look at an event taxonomy and tell us where it's thin.
- Real experience with subscription businesses, ideally apps. You know why a trial converts, why a renewal fails, and the difference between the two problems.
- Self-sufficient analysis. You pull and interpret your own data across Braze, Mixpanel and RevenueCat. You know a real lift from a reshuffle of people who would have converted anyway.
- Judgement across push, in-app, email and content cards. You know which channel earns which message and treat someone's tolerance for notifications as the finite resource it is.
- Genuine fluency with AI tools as part of your daily practice, not as a demo. We'll ask what you've built in the last six months that you couldn't have built two years ago, and what it changed in the numbers.
- Comfort working remotely with a lot of autonomy and very little scaffolding.
Role location
We're remote-first, with an office hub in Bristol, employees in London, and a co-founder in Liverpool, so if you're near either city, hybrid working would be possible. We also have a yearly business-wide retreat (recent ones have been in the Spanish Pyrenees and Portuguese countryside) and ad-hoc full-team meet-ups in Bristol.
