Head of CRM & Loyalty
Releaf · Remote
Releaf is the UK's leading medical cannabis clinic. A certified B Corp, with over 170 staff, we connect patients with specialist clinicians, streamline access to prescriptions, and support thousands of people across the UK. We're on a mission to rethink healthcare - making specialist medical care more accessible, more human, and more effective.
This is an exciting moment to join Releaf. We have strong product-market fit, a growing patient base, and ambitious international plans. We're now looking for a Head of CRM & Loyalty to own the full post-acquisition patient journey - keeping patients engaged, on treatment, and deriving real value from everything Releaf has to offer.
About the Role
You'll report directly to the Marketing Director and lead a team of 5: a CRM & Lifecycle Lead, a CRO Designer focused on acquisition, a UX Designer focused on retention and LTV, a CRO & Experimentation Lead, and a Patient Content Lead who owns patient-facing content across the account area.
You'll own Releaf's retention strategy end-to-end, from subscription and loyalty mechanics through to how we communicate and market the products that keep patients with us long-term.
This is a strategic role with commercial weight - you'll need to think clearly about patient lifetime value, move fast, and build strong relationships across Marketing, Clinical, Operations, and Patient Support.
What you’ll be doing:
Retention & loyalty
- Own retention strategy end-to-end, from activation through to churn reduction, with clear goals you're accountable for
- Lead Releaf+ and our loyalty and referral mechanics, making sure patients understand and actually use what's available to them
- Build proactive intervention programmes that catch early signs of drop-off before they become churn
CRM, CRO & data/insights
- Direct our CRM & Lifecycle Lead on a patient communications strategy that's data-led, well-segmented, and covers the full lifecycle from onboarding to long-term retention
- Work with our CRO & Experimentation Lead and design team to keep testing the pre-payment and post-login experience, with retention data driving what gets tested
- Keep comms grounded in operational reality - when something changes in the business, make sure it's reflected in what patients hear from us
Cross-functional & commercial
- Build close relationships with Clinical, Dev, Operations and Patient Support so you're never the last to know about changes that affect patients
- Partner with the Head of Performance Marketing for a clean handoff from acquisition into retention, and report retention performance and investment cases to senior stakeholders
What we're looking for
- Senior experience in CRM, retention or lifecycle marketing, ideally in health, healthtech or subscription businesses, with a track record of moving retention metrics like churn, LTV and activation
- Genuine CRM depth - segmentation, journey design, experimentation
- Experience building or fixing a subscription or membership proposition, and comfortable owning commercial KPIs like LTV and CAC:LTV
- Current or recent experience leading a team that includes specialist disciplines like design or experimentation, not just generalist marketers
Our application process starts off with an informal remote meeting followed by a written task. We are an inclusive employer and would welcome applications from a diverse range of applicants; if there is anything we can do to help support you during the interview process, please let us know. We are a remote first company but with regular face to face meets, you can expect to be in person a few times a month and you must be UK based.
At Releaf, we believe that diverse teams build better businesses. We're committed to creating an inclusive environment where everyone feels valued, respected, and able to do their best work. We welcome applications from people of all backgrounds, identities, and experiences — and we're happy to make reasonable adjustments throughout the recruitment process if you need them. If you'd like to discuss this, please don't hesitate to get in touch.