CRM & Lifecycle Lead, International

We're on a mission to make good health last a lifetime. More than 1 billion people live with obesity worldwide, driving preventable chronic conditions. We're here to build better long-term care.

Eucalyptus is now part of Hims & Hers, the global leader in personalised health and wellness.

Euc is the company behind Juniper, one of the world's largest weight-management programs combining GLP-1 medication with personalised nutrition, movement support, and clinician-led care from prescribers, nurses, health coaches, pharmacists, and dietitians. Our published clinical research shows that our combined clinical and behavioural approach helps patients lose significantly more weight during their treatment with Juniper by four times.

• 130% YoY revenue growth and a 90% reduction in cash burn - culminating in our $1.15bn acquisition by Hims & Hers in 2026, giving us the platform to take long-term care global
• Supported over 350k patients living with obesity across our 5 markets
• Received selective NICE endorsement to provide services to the NHS
• Tailored our offering to thousands of patients in Australia, the UK, Germany, Japan and Canada.

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.

Here's how we think:

• 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

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.

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.

You'll:

• 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.

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.

You'll likely bring:

• 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

Bonus points if you also bring:

• 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