CRM Content Lead/Strategist

Summary

Join Welltech, a global leader in the Health & Fitness industry, as our CRM Content Lead for a 12-month maternity cover. You will be part of the Engagement and Retention team, leading the channel strategy and content development across three wellness apps. Your role involves ensuring all user messages are purposeful, on-brand, and helpful, aligning commercial goals with product initiatives and brand messaging. You will own channel strategy and execution, manage the content calendar, create high-quality content, and collaborate with various teams. The position requires testing, learning, and optimizing content performance based on user data. You will also partner with other teams to ensure cohesive messaging across all user touchpoints and leverage CRM insights to support wider marketing initiatives.

Requirements

• 5–8 years of experience working closely with CRM teams to deliver channel strategy including creative and content development, ideally in a wellness, fitness, or consumer tech brand
• A strong portfolio that shows your ability to increase both engagement and conversion rates through a smart, well-crafted content and creative approach
• Deep understanding of user journeys, behavioural triggers, and CRM ecosystems
• Empathetic and user-first in your approach to storytelling, with a sharp editorial eye and collaborative mindset
• Skilled at managing freelancers, presenting ideas, and influencing cross-functional teams
• Comfortable working in a fast-paced, remote environment where priorities shift and ideas move fast
• Bachelor's degree in Marketing, Communications, Journalism, Design, or a related field

Responsibilities

• Own channel strategy & execution
• Develop a clear content strategy across CRM channels (email, push, in-app, SMS, and web), having close alignment with brand and product to drive the value proposition and messaging approach in our CRM channel
• Take ownership of content performance across key funnel moments—from abandoned cart to onboarding to long-term retention—and continually optimise based on user data and feedback
• Manage and update the CRM seasonal content calendar, identifying relevant cultural and industry moments to connect with users in timely, engaging ways
• Ideate and produce new high-quality content that feels personal, purposeful, and on-brand—briefing freelance writers/designers or writing yourself as needed
• Apply narrative structure and tone of voice strategically, adapting messaging to different user segments including the channel localisation approach across the customer journey
• Uphold brand voice and content quality across all CRM outputs, championing consistency in cross-functional forums
• Partner with CRM Managers to test and refine content flows—capturing what works, what needs improving, and what should be scaled across products
• Develop testing frameworks for new messaging ideas and content formats, particularly in early funnel and brand-led initiatives
• Collaborate with CRM and data teams to measure performance, draw insights, and iterate on messaging, segmentation, and creative approaches
• Work closely with Brand, Product, Paid, Organic, and Customer Care teams to ensure messaging is cohesive across every user touchpoint
• Use CRM insights to support wider marketing initiatives—like driving traffic to blog content or optimising onboarding funnels
• Align with the Head of Product Content on new content features, homepage and other product page updates, discovery, and user experience (1st and 2nd experience), so we understand how to connect users to the right place within the product
• Support the Customer Care team in applying brand tone of voice in user communications and escalate content requests where needed
• Partner with the Senior CRM Managers to gather insights from the Customer Care Team to help identify reasons why subscribers cancel or decide to resubscribe. Then use these insights to design and orchestrate campaigns to target these segments to increase retention rates

Benefits

• Grow Together : Join a culture that champions both personal and professional growth. Here, you’ll thrive as we learn, evolve, and succeed together
• Lead by Example : No matter your role, your leadership matters. Every team member is empowered to inspire and make an impact
• Results-Driven : We’re all about achieving meaningful outcomes. It’s not just about the effort, but the difference we make every day
• We Are Well-Makers : Be part of a movement that’s creating a healthier, happier world. Together, we make well-being a reality!