Director of CRM, Babbel
$160-175k
3 days a week in office
Subscription-based language learning software
Be an early applicant
Subscription-based language learning software
1001+ employees
Be an early applicant
$160-175k
3 days a week in office
1001+ employees
Company mission
To create mutual understanding through language.
Role
Who you are
- 8+ years in CRM or lifecycle marketing, including campaign strategy, automation, and revenue-driving roles; at least 3 years of team management experience
- Proven success driving direct sales and revenue in a subscription or product-led environment; experience partnering with Marketing and Product to influence user behavior that leads to revenue growth
- Experience building and managing effective marketing teams
- Proficient with CRM platforms (Emarsys, Braze, Klaviyo, etc), analytics tools (Tableau, Looker, Amplitude, or similar), and experimentation frameworks
- Data-driven and comfortable structuring complex problems with evidence
- Strong collaborator and communicator, with the ability to build alignment across teams and translate insights into action
What the job involves
- Babbel is hiring a Director of CRM - Revenue Expansion role in our New York City office
- This role will manage the CRM revenue strategy throughout the subscriber journey, specifically driving incremental revenue from our global audience of current and lapsed subscribers
- The Director, CRM – Revenue Expansion owns Babbel’s global upgrade, upsell and winback strategy across email, push, and in-app messaging
- You will drive expansion of revenue from current and lapsed subscribers across all regions by orchestrating high-impact programs at key lifecycle moments and running targeted promotions to qualified segments
- You’ll lead a high-performing team, steward a dedicated upgrade and winback budget with clear CRM contribution goals, and partner cross-functionally to deliver measurable business outcomes
- You bring strategic judgment, experimentation rigor, and people leadership to scale impact across millions of learners
- Define and own the global expansion strategy and quarterly roadmap across all markets and channels; align to targets for upgrade, upsell, and winback revenue
- Partner with the CRM Engagement team to architect segmented journeys by lifecycle stage, behavior, product usage, and intent, with localized treatments where relevant
- Build and optimize program portfolios: pre-renewal and renewal flows, save flows, upgrades, involuntary churn recovery, winback flows, and future cross-sell readiness
- Oversee end-to-end journey design and orchestration in Emarsys across email, push, and in-app messages; ensure quality, timeliness, and brand alignment
- Establish clear experimentation roadmaps (A/B/MVT) with hypotheses, power, guardrails, and decision rules; maintain a winning playbook by segment and region
- Safeguard channel health and compliance: deliverability, list hygiene, frequency and fatigue management, preference management, and regional regulations (CAN-SPAM, CASL, GDPR)
- Own the retention measurement framework and reporting in partnership with Analytics; build Tableau dashboards for real-time visibility and weekly performance reviews
- Translate insights into roadmap changes; conduct post-mortems and champion learnings across teams
- Partner with CRM lifecycle teams, Product Growth, Data/Analytics, Engineering, Creative/Brand, Performance Marketing, and Finance/RevOps to maximize impact of expansion programs
- Represent expansion strategy and results in quarterly/annual planning, reviews, and executive updates
- Lead and develop managers and associates; set clear goals and competencies, provide ongoing feedback, and create growth pathways
- Standardize operating mechanisms: planning cadences, experiment review, QA standards, localization workflows, and campaign governance
Our take
Babbel is one of the leading lights in the language eLearning sector. Its premium subscription-based online learning resources cover over a dozen predominantly European languages, at all proficiency levels. They include interactive lessons and podcasts - all developed and delivered by professional educators and linguists.
Learning languages online has become big business in recent years, and this has led to a surge of VC investment in the sector. This diversified the field of competition, tripling revenue for smaller rivals like Busuu and driving up engagement on online tutoring sites. It has ramped up pressure on incumbents like Babbel, and its better established (but pricier) competitor Rosetta Stone, to diversify their offerings.
To get there, Babbel has taken a smart cue from live tutoring sites like Preply, which also saw a surge in engagement over recent years. Babbel has launched its own live tuition offering, and additional B2B services, demonstrating a savvy use of its leading position and strong resources to keep a tight grip on its substantial market share.
Kirsty
Company Specialist at Welcome to the Jungle
Insights
22% employee growth in 12 months
Company
Funding (last 2 of 3 rounds)
Jul 2015
$22m
SERIES C
Mar 2013
$10m
SERIES B
Total funding: $33.3m
Company benefits
- 30 vacation days and flexible working hours
- BVG card or Swapfiets bike
- Jobbatical and Sabbatical options
- Many internal & external learning opportunities to choose from
- A yearly Learning & Development budget
- Visa and relocation assistance
- Full access to Babbel & Babbel Live classes
- Modern office in the heart of buzzing Berlin equipped with a family, music, faith and nap room
- Various internal communities to be part of including the Femgineers, DEI Ambassadors, Accessibility & Disability Group and more
Company HQ
Friedrichshain, Berlin, Germany
Leadership
Markus Witte
(Executive Chairman & Co-Founder)Currently a Partner at Wachstumsbegleitung, a Fellow of JoinPolitics and was Previously an Independent Board Member at Blinkist.
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