About the position
City Experiences is seeking a Director, Lifecycle Marketing & CRM for our Marketing operations. As a successful Director, Lifecycle Marketing & CRM you will own the strategy, execution, and performance of our customer marketing programs. You'll lead initiatives that drive user activation, engagement, retention, and win-back across email, SMS, push, in-app messaging, and other channels. This is a strategic and hands-on role ideal for a leader who loves to be creative and thrives on data, automation, segmentation, and personalization. In this role, you'll be at the forefront of shaping how customers experience our brand over time. This role is critical in designing and delivering customer journeys that build trust, add value, and keep customers coming back. Contributing to the creation of an unforgettable guest experience will be favorably viewed by supervisors and peers. Performance will be measured by engagement, revenue achievement, departmental tests, management evaluation, and feedback from peers on the city's team.
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 our existing tools, engagements and complete opportunity analysis.
- Build upon outbound marketing best practices-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, while continuously optimizing strategy and messaging in response to performance insights and emerging opportunities.
- Analyze customer behavior, engagement patterns, and purchase history to derive actionable insights and make data-driven recommendations for improving customer 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, CRM/Retention.
- Minimum 5 years leading a team.
- BA/BS in Marketing, Business Admin, Computer Science or equivalent.
- Deep understanding of the travel/hospitality is a plus!
- 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.
