Head of CRM

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 to own the full post-acquisition patient journey - keeping patients engaged, on treatment, and deriving real value from everything Releaf has to offer.

The role

You'll report directly to the Marketing Director and lead a team of 5. You'll own Releaf's retention strategy end-to-end, from subscription and loyalty mechanics through to how we communicate and market the products and benefits that keep patients with us long-term.

This is a strategic role with real commercial weight. You'll need to think clearly about patient lifetime value, move fast on opportunities, and build deep cross-functional relationships across Marketing, Clinical, Operations, and Patient Support.

Main Responsibilities

Retention Strategy

• Own Releaf's retention strategy, setting clear goals across patient activation, engagement, subscription growth, and churn reduction
• Lead the ongoing development of Releaf+ - our subscription model - ensuring it delivers genuine value to patients and performs commercially
• Develop and manage loyalty mechanics, refer-a-friend programmes, and other retention incentives that drive long-term patient engagement
• Work alongside the Brand Team to market and communicate Releaf's retention products - including the Releaf medical cannabis card, Releaf Protect, and free legal support for Releaf+ patients - ensuring patients understand and use what's available to them
• Build proactive intervention programmes that identify early signs of patient drop-off and act on them before churn happens

CRM & Communications

• Work closely with the CRM & Lifecycle Lead to develop and execute a patient communications strategy across the full lifecycle - from onboarding through to long-term retention
• Ensure CRM activity is data-led, well-segmented, and aligned to retention goals
• Own the feedback loop between patient communications and operational reality - medication changes, formulary updates, patient support changes - ensuring comms reflect what's actually happening across the business

CRO

• Work in lockstep with the CRO & Experimentation Lead and the CRO and UX Designers to ensure the pre-payment and post-login patient experiences are continuously tested, optimized, and improving
• Connect CRO activity to retention outcomes - what happens on the dashboard should be as informed by retention data as it is by UX insight

Cross-Functional Collaboration

• Build strong working relationships with Clinical, Dev, Operations, and Patient Support teams to stay close to changes that affect the patient experience
• Act as the commercial bridge between operational change and patient-facing communications - when something changes inside the business, you make sure it's reflected in how we communicate and retain patients
• Work closely with the Head of Performance Marketing to ensure a clean handoff from acquisition into retention, with shared visibility on patient quality and LTV
• Collaborate with the Marketing Director and senior stakeholders to report on retention performance, surface insights, and make the case for investment

What we're looking for

• Proven experience in a senior growth, retention, or lifecycle marketing role, ideally in a digital health, healthtech, or subscription business
• A track record of owning and improving retention metrics - churn, LTV, activation, engagement - not just reporting on them
• Strong understanding of CRM strategy and patient or customer lifecycle communications
• Experience marketing subscription products or membership programmes, including auditing and rebuilding what isn't working
• Commercially sharp - you build business cases, set goals, and hold yourself accountable to outcomes
• Comfortable working cross-functionally with clinical, operational, and commercial teams, not just marketing
• Experience working in a regulated industry - you understand the constraints and know how to operate effectively within them
• Strong analytical skills, able to translate data into clear strategy and communicate findings to non-technical stakeholders
• Experience leading and developing a small team