CRM Content Lead/Strategist (Maternity Cover)

About Welltech

Welcome to Welltech—where health meets innovation! As a global leader in the Health & Fitness industry, we’ve crossed over 220 million installs with life-changing apps, all designed to boost well-being for millions.

Our mission? To improve the health of millions of people through intuitive nutrition trackers, powerful fitness solutions, and personalized wellness journeys—all powered by a diverse team of over 700+ passionate professionals with a presence across 5 hubs.

Why Welltech?

Imagine joining a team where your impact on global health and wellness is felt daily. At Welltech, we strive to be proactive wellness partners for our users, while continually evolving ourselves.

What We're Looking For

As our marketing team continues to evolve, we are looking for a CRM Content Lead to join us for a 12-month maternity cover. You’ll sit in the Engagement and Retention team, leading the channel strategy including creative and content development across all three of our wellness apps: WalkFit, Yoga-Go, and Muscle Booster.

Your role is to ensure every message a user receives feels purposeful, on-brand, and genuinely helpful—whether it's designed to convert, onboard, retain, or re-engage. You’ll bring together commercial goals, product initiatives, brand messaging, and seasonal campaigns to deliver CRM communications that perform and resonate.

Key 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 optimize 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 localization approach across the customer journey.
• Uphold brand voice and content quality across all CRM outputs, championing consistency in cross-functional forums.

Test, Learn, & Optimize

• 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.

Collaborate Across Teams

• 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 optimizing 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.

Required Professional Skills

• 5–8 years of experience working closely with CRM teams to deliver channel strategy including creative and content development, ideally in a wellness, fi