We are seeking a Head of Lifecycle & CRM Marketing to drive our strategy for growing customer lifetime value (LTV) through data-driven, personalized email and SMS engagement. This leader will own the full lifecycle marketing ecosystem, from list growth and segmentation to automated journeys, campaign management, and continuous performance optimization, with a clear focus on maximizing retention, revenue, and loyalty.
This role will lead a small team of 2 to 3 marketers, bringing structure, process, and creative rigor to how we manage CRM campaigns, measure performance, and scale automation. They will collaborate closely with the Paid Media and Sales teams to design integrated strategies that connect acquisition, retention, and conversion efforts, ensuring all customer touchpoints work together to drive lifetime value and sales performance.
The ideal candidate is both strategic and hands-on, a leader who thrives at the intersection of data, storytelling, and performance, and who is passionate about building long-term customer relationships that drive measurable business growth.
Key Responsibilities:
- Lead the CRM and lifecycle marketing strategy to increase engagement, retention, and customer lifetime value across email and SMS.
- Manage and mentor a team of 2 to 3 marketers responsible for campaign execution, audience segmentation, and reporting.
- Build and scale automated lifecycle programs that nurture, retain, and reactivate customers through personalized communication.
- Collaborate closely with the Paid Media and Sales teams to create cross-channel strategies that engage, convert, and retain customers while driving revenue and LTV growth.
- Partner with the media, sales, and analytics teams to align acquisition, nurture, and conversion efforts across the full funnel.
- Define and manage lifecycle KPIs and dashboards to measure performance, retention, and LTV growth.
- Oversee list growth, segmentation, and deliverability, maintaining a healthy, high-performing database.
- Collaborate with creative, product, and analytics teams to craft compelling, brand-aligned communications that drive measurable results.
- Utilize HubSpot to build automation workflows, audience triggers, and dynamic personalization programs.
- Design and execute A/B testing frameworks to optimize subject lines, creative, and cadence for improved engagement and conversions.
- Ensure compliance with CAN-SPAM, TCPA, and privacy regulations, maintaining best-in-class deliverability standards.
- Present campaign insights, retention trends, and growth opportunities to senior leadership in clear, actionable terms.
- Champion a customer-first culture, leveraging behavioral data and insights to enhance journey mapping and messaging strategy.
Qualifications:
- 7+ years of experience in lifecycle marketing, CRM, or retention strategy with a proven track record of driving customer LTV growth.
- At least 2 years of experience managing and developing teams in a fast-paced, performance-driven environment.
- Deep expertise in HubSpot or similar CRM platforms, including automation, segmentation, and reporting.
- Strong analytical skills with experience in A/B testing, experimentation, and lifecycle optimization.
- Experience collaborating with Paid Media, Sales, Analytics, and Creative teams to build integrated, cross-channel growth strategies.
- Excellent communication and leadership skills with the ability to influence across departments.
- Hands-on approach with comfort balancing strategy and execution.
- Strong understanding of CRM metrics, retention drivers, and performance measurement frameworks.
- Background in lead generation, digital education, subscription-based businesses, or ecommerce preferred.
