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Tovala is a food-tech company reinventing home cooking through an innovative combination of hardware, software, and fresh food delivery. The company has raised over $100M from investors including Left Lane Capital, Origin Ventures, Y Combinator, and Comcast Ventures, and is known for best-in-class retention, product engagement, and customer NPS.
You will own CRM strategy, roadmap, and execution end-to-end, driving lifecycle programs across email, push, SMS, and other channels. This is a player-coach role where you'll set strategy while also executing tactically—writing briefs, configuring journeys, and analyzing data yourself. Your mandate spans three customer segments: converting leads, retaining and growing active customers, and winning back churned customers.
Key responsibilities include:
- Develop and execute CRM strategy and roadmap across all channels (email, push, SMS)
- Drive revenue growth through retention, reactivation, and win-back programs
- Partner with product and data teams to understand customer journeys and identify insights for testing
- Define target audiences from customer cohorts and determine optimal reach strategies
- Develop offers and programs that improve retention and reactivation
- Streamline customer communications processes and improve automation
- Own tooling and configuration decisions for the marketing stack (currently using Customer.io)
- Collaborate with creative teams to ensure on-brand, on-message communications
- Measure impact, quantify results, and inform investment decisions
- Build strong cross-functional relationships with product, data, software, and growth teams
You are highly analytical, disciplined in testing, and curious about the "why" behind results. You're a self-starter who digs into customer data independently, prioritizes ruthlessly, and communicates clearly across the organization. You're customer-obsessed, talking to customers regularly and using insights to shape priorities. You work well across diverse teams including designers, product managers, and support agents.
REQUIREMENTS:
- Minimum 8–10 years of CRM or lifecycle marketing leadership experience
- Track record of scaling CRM programs that grew revenue or retention
- Confident in creating and delivering presentations
- Preferred: MBA and/or marketing experience at a growth-stage company
- Passion for food is a must
