Director, Lifecycle Marketing & CRM

About the Role

Key Responsibilities

• Develop and lead the lifecycle marketing strategy across the customer journey—from onboarding to loyalty and reactivation.
• Own CRM strategy, platform management, customer segmentation, and campaign performance.
• Manage and grow multi-channel programs (email, SMS, push, in-app, direct mail) to increase CLTV and reduce churn.
• Collaborate with cross-functional teams, including Marketing, Creative, Product Development, Sales, Operations, and Customer Service, to ensure a seamless and consistent customer experience.
• Build robust testing and experimentation frameworks to continuously optimize campaign effectiveness.
• Lead and mentor a high-performing lifecycle/CRM marketing team.
• Oversee the customer journey, identifying opportunities to enhance touchpoints, drive engagement, and improve conversion.
• Audit and rationalize existing tools, engagements, and complete opportunity analysis.
• Create and uphold executional standards across channels, while continuously learning, testing, and optimizing to improve performance and customer experience.
• Plan, develop, and execute lifecycle campaigns aligned to a seasonal marketing calendar, optimizing strategy and messaging based on performance insights.
• Analyze customer behavior, engagement patterns, and purchase history to derive insights and make data-driven recommendations for improving retention and loyalty.
• Monitor and report on performance/KPIs, consumer behavior, LTV, cohorts, and online trends; provide benchmarks and competitive analysis.
• Stay ahead of industry trends and emerging CRM technologies, proactively identifying opportunities for innovation and growth.
• Manage relationships with external vendors and agencies to leverage their expertise and ensure successful execution of initiatives.

Requirements

• Minimum 7-years' experience in digital marketing, specifically Digital Marketing and CRM/Retention.
• Minimum 5 years leading a team.
• BA/BS in Marketing, Business Admin, Computer Science, or equivalent.
• Proven track record driving and executing successful digital campaigns.
• Experience managing budgets and forecasts.
• Ability to analyze data and draw conclusions/insights from it.
• Experience with Salesforce Marketing Cloud preferred.
• Based in Orlando, FL.

Nice to Have

• Deep understanding of the travel/hospitality industry.

Qualifications

• BA/BS in Marketing, Business Admin, Computer Science or equivalent.