Director of CRM & Lifecycle Marketing

Papa Murphy's

Vancouver, WA

Full Time

Director

about 1 month ago

Job Description

About the Role

We're seeking an experienced and forward-thinking Director of CRM & Lifecycle Marketing to lead the design and growth of customer engagement programs across Papa Murphy's and the BBQ Holdings brand portfolio, including Famous Dave's, Granite City, and others. In this high-impact role, you'll own the strategic vision and performance of our loyalty and lifecycle marketing efforts, building personalized, data-driven experiences that deepen guest relationships, increase visit frequency, and grow long-term customer value. You'll be responsible for evolving and scaling the rewards programs and shaping cross-channel lifecycle journeys across mobile, web, email, SMS, and in-store interactions, collaborating with marketing, digital product, analytics, and operations teams.

Key Responsibilities

Own and evolve the loyalty and lifecycle marketing strategy across multiple brands and customer types, focusing on increasing loyalty participation, visit frequency, customer lifetime value, and retention rates.
Lead cross-functional initiatives to integrate loyalty experiences across digital ordering, in-store, and CRM channels.
Define lifecycle journeys, segmentation strategy, personalization approach, and performance KPIs.
Partner with analytics, product, and IT teams to ensure platform integration and customer data readiness.
Oversee loyalty platform roadmaps, vendor relationships, and program evolution.
Collaborate with creative, brand, and digital teams to align messaging and user experience.
Lead and mentor team members focused on loyalty operations and CRM campaign execution.
Define testing frameworks and lead experimentation (A/B and multivariate testing) across CRM campaigns.
Partner with analytics to synthesize insights and optimize channel performance.
Report on lifecycle performance and loyalty KPIs at brand and executive levels, providing insights and strategic recommendations.
Navigate varying brand needs and guest journeys while establishing shared CRM frameworks, scalable best practices, and platform governance across brands.

Requirements

8+ years in CRM, lifecycle marketing, or loyalty program leadership.
Strong cross-functional leadership across marketing, digital, data, and tech teams.
Deep understanding of lifecycle marketing, segmentation, and retention strategy.
Experience working with customer engagement platforms (e.g., Paytronix, Punchh, MoEngage, Salesforce, Braze).
Familiarity with omnichannel brands, ideally in QSR or casual dining.
Strong business acumen, with a proven ability to design programs that drive results.