Senior Director, CRM & Lifecycle Marketing

About the Role

Key Responsibilities

• Lead and grow a CRM and Lifecycle Marketing team, promoting a culture of creativity, new ideas, and continuous improvement.
• Develop dynamic CRM and Lifecycle Marketing strategies that align with Upside multi-vertical objectives, including product education, adoption, engagement, loyalty, and referral.
• Build and maintain alignment for quarterly project roadmaps to ensure completion and support channel growth, as well as product launches.
• Build positive relationships and collaborate closely across Acquisition, Brand, Product, Research, Data, and other critical teams to drive CRM growth strategy.
• Partner with the Product team to integrate lifecycle messaging into new feature launches and collaborate with the Data team to develop advanced segmentation models that improve campaign efficiency.
• Establish clear metrics to measure the efficiency of campaigns and guide data-informed decision-making.
• Communicate results and findings to the wider Consumer Marketing team, using insights to improve performance and identify broader growth opportunities.
• Analyze consumer data and behaviors to identify trends, opportunities for advanced segmentation, and highly targeted communication strategies.
• Ensure the successful delivery of multi-channel marketing campaigns across email, in-app messaging, push notifications, and other touchpoints.
• Stay updated on changes in CRM technology and identify standard processes, bringing new, innovative ideas to fruition.
• Identify and implement opportunities for automation and the integration of AI/ML into our experimentation strategy, applying these technologies to optimize marketing performance.

Requirements

• 12+ years of progressive experience in Lifecycle Marketing and CRM, with a demonstrated track record of increasing consumer engagement and retention within a relevant B2C/consumer industry.
• Bachelor's degree or equivalent experience in Marketing, Business Administration, or a related field.
• Proficiency in CRM software and related technologies, specifically with hands-on experience in platforms like Iterable and Segment.
• Deep knowledge of marketing automation tools and consumer data analytics platforms.
• A strong affinity for numbers, an expert understanding of consumer insights, and a proven ability to apply data to advise and optimize strategy.
• Extensive experience successfully managing and growing a Lifecycle Marketing or CRM team.

Nice to Have

• Experience with AI/ML integration in marketing strategies.
• Experience working with tools like Snowflake, Census, Neustar/TransUnion Data Clean Rooms, and Email on Acid.

Qualifications

• Bachelor's degree or equivalent experience in Marketing, Business Administration, or a related field.

Benefits & Perks

• Medical, dental, and vision coverage starting on Day 1
• Equity (ISOs)
• 401(k) program
• Family planning programs + paid parental leave
• Physical fitness and wellness memberships
• Emotional and mental health support programs
• Unlimited PTO + 10 paid federal holidays + our annual, week-long Winter Break
• Flexible work environment
• Lunch reimbursement for in-office employees
• Employee Resource Groups
• Learning and Development stipend