Director Lifecycle Marketing

About the Role

Key Responsibilities

• Deliver an integrated lifecycle marketing strategic roadmap and plan that drives lifetime value, encompassing brand, personal training, performance, corrective exercise, membership, nutrition, wellness certifications, and new products.
• Lead all email and SMS marketing efforts, ensuring messaging is insightful, persuasive, motivating, and clearly differentiates the company from competitors.
• Develop and implement a reporting and analytics framework to measure campaign performance, including building automated dashboards for real-time insights.
• Lead the strategy for user personalization across all lifecycle marketing efforts using behavioral triggers, predictive models, and customer data.
• Leverage marketing technologies to build a unified customer view, enhance segmentation, and automate marketing efforts.
• Manage flows aimed at customer acquisition, conversion to members, and retention, including at-risk and win-back campaigns.
• Partner with product leadership to ensure lifecycle marketing supports sales acceleration for various product lines.
• Use data to inform all decisions, sharing results, KPIs, tests, and learnings regularly.
• Segment and optimize customer journeys based on behavioral data and insights to improve effectiveness.
• Collaborate with brand, product marketing, and creative teams to execute strategies effectively.
• Lead, mentor, and develop a high-performing team, fostering a culture of innovation and accountability.
• Support marketing and promotional calendars, leveraging seasonal trends to drive relevance and revenue.
• Monitor competitive lifecycle programs and stay current with industry trends, emerging technologies, and best practices.
• Manage multiple workflows and prioritize projects across teams.

Requirements

• Bachelor's degree required.
• 8-10+ years' experience in lifecycle marketing, driving growth for national consumer brands.
• Deep expertise in Hubspot and enterprise CRM systems for campaign execution and optimization.
• Proven experience in advanced analytics and reporting, including building automated dashboards (e.g., Tableau, Power BI, Google Data Studio).
• Demonstrated expertise in user personalization and behavioral segmentation for dynamic customer journeys.
• Strong understanding of marketing technology ecosystems and experience with platforms beyond basic email service providers.
• Familiarity with marketing automation best practices and leveraging technology to streamline workflows.
• Leadership skills in managing teams, securing cross-functional support, and motivating others.
• Ability to identify differentiating strategies that drive sales.
• Excellent writing, editing, and persuasive communication skills.
• Curious problem solver who asks questions, digs deeper, and makes data-driven decisions.
• Deep knowledge of lifecycle marketing analytics and testing methodologies.
• Familiarity with email and SMS compliance regulations (e.g., CAN-SPAM, GDPR).
• Strong sense of ownership, urgency, and drive.
• Positive, innovative thinker who thrives in a fast-paced environment.

Nice to Have

• Experience with marketing automation tools beyond ESPs.
• Experience in the fitness, wellness, or education sectors.

Benefits & Perks

• Flexible and generous paid time off
• Competitive medical, dental, vision, and life insurance
• 401(k) employer matching program
• Parental leave
• Wellness resources
• Charitable matching program
• Hybrid work environment
• On-site workout facilities (Leawood, Gilbert, Burlington)
• Community outreach groups
• Tuition reimbursement