Director, Customer Lifecycle Marketing

About FareHarborAt FareHarbor, our mission is to make experiences better for everyone. Founded in 2013 in Hawaii and acquired by Booking Holdings in 2018, FareHarbor creates powerful tools that enable our clients (think boat rentals, museums, food tours, events and more!) to operate and grow.With over 20,000 clients across 90+ countries—we’re the largest in our industry and shaping the future of travel, together.Our team is an ‘Ohana of 1,000+ people around the world. We’re passionate about pioneering an industry, embracing challenges with open arms, and delivering value to the experiences industry.FareHarbor Core Values:Think Client FirstWe Are One ‘OhanaBe Curious and LearnOwn It.Act With IntegrityEmbrace the ChallengeWhy FareHarbor?Founding FareHarbor required unwavering passion. Turning a start-up into the world’s leading and largest reservation software for tours, activities, and attractions required relentless dedication and vision. To date, we’ve helped over 20,000 global businesses operate successfully and are proud to have played a role in enabling business owners to live their dreams.And since day one, we’ve known that our real success lies in our people—the Ohana.With each new feature launched and new client onboarded, there is a team of incredible people behind the scenes who are full of dedication, passion, energy, and the will to succeed. We encourage everyone to bring their whole selves to work—to believe in their abilities, to freely express their creativity, and to contribute with their own uniqueness by wearing their true colors. We take care of one another and always prioritize health and wellbeing. We give our people the space and trust to learn, to try, to succeed, to collaborate, to think outside of the box, to make mistakes, and even to fail. And then we come together to try again.From the minute you join, you have a voice. You find your space. You make an impact. We celebrate our victories, shout our successes, and are always eager to tackle new challenges. And we can’t wait to see all that’s to come.About the RoleThe Director of Customer Lifecycle Marketing is the front-line owner of marketing’s contribution to Net Revenue Retention (NRR) at FareHarbor. This role is responsible for building and leading the systems, programs, and team that drive client engagement, product adoption, retention, expansion, and advocacy across the client lifecycle.As a key leader within the Marketing organization, you will transform client lifecycle marketing into a strategic growth engine that strengthens relationships, increases platform adoption, creates expansion opportunities, and reinforces FareHarbor’s position as the long-term platform of choice for operators around the world.You will define how FareHarbor engages clients at every stage of their journey—from onboarding and activation through adoption, renewal, expansion, and advocacy. Working closely with Account Management, Creative, Sales, Onboarding, Product Marketing, Growth Marketing, Community, Partnerships, and Revenue Operations, you will create scalable programs that complement human-led account management while delivering measurable impact on client growth outcomes.This role requires a systems thinker who can connect client insights, segmentation, automation, content, and cross-functional collaboration into a unified lifecycle strategy. You will guide FareHarbor beyond a system that relies heavily on one-size-fits-all communications toward highly targeted, personalized experiences that help clients realize more value from the platform, grow their businesses, and deepen their partnership with FareHarbor.What you’ll do here:Lead Marketing’s Contribution to Client GrowthLead lifecycle marketing’s contribution to Net Revenue Retention (NRR), product adoption, client engagement, expansion pipeline, and expansion revenueDevelop and execute a client lifecycle strategy that supports activation, adoption, retention, expansion, and advocacyBuild scalable programs that influence client behavior and drive measurable business outcomes across the client journeyPartner with Account Management, Sales and Onboarding teams to support expansion opportunities, adoption initiatives, and risk mitigation effortsCreate programs that reinforce FareHarbor’s value proposition and strengthen long-term client loyaltyDefine & Optimize the Client JourneyDefine and continuously optimize the client journey across onboarding, adoption, renewal, expansion, and advocacyIdentify key lifecycle moments that drive retention, product engagement, expansion readiness, and client satisfactionUse client insights, behavioral data, and engagement patterns to uncover opportunities to improve the client experience, differentiated by their segmentContinuously evaluate where client experiences break down and partner cross-functionally to improve themBuild the Lifecycle Marketing EngineDesign and scale a cohesive lifecycle marketing system across campaigns, client communications, product launches, events (including our annual Spark user conference) adoption programs, community engagement and expansion initiativesEstablish segmentation, personalization, automation, AI enhancements and journey orchestration capabilities that improve relevance and efficiency at scaleLead the evolution of lifecycle marketing from reactive communications to strategic, behavior-based client engagementCreate testing and experimentation frameworks that continuously improve lifecycle performanceEnsure lifecycle marketing investments are aligned to measurable client and business outcomesPartner Across the BusinessPartner closely with Account Management, Sales and Onboarding, Product Marketing, Growth Marketing, Community, Partnerships, Creative Services, Product, and Revenue OperationsAlign on client engagement definitions, expansion signals, adoption indicators, and retention risk factorsSurface client insights that inform product strategy, positioning, go-to-market planning, and client experience improvementsEnsure visibility into client lifecycle performance across segments, regions, products, and stagesUse data to challenge assumptions and help the organization make better decisions about where to investDrive Client-Led GrowthBuild programs that turn engaged clients into advocates, referral sources, references, reviewers, and community championsIdentify opportunities to leverage client success stories, testimonials, and proof points to support both client expansion and new client acquisitionPartner with Growth and Product Marketing to create stronger connections between client marketing and demand generation effortsHelp FareHarbor evolve toward a more unified revenue operating model where client growth and new business growth reinforce one anotherLead & Develop a High-Performing TeamLead, develop, and inspire a team of 4-5 lifecycle marketersEstablish clear priorities, operating rhythms, and accountability frameworks that improve execution and impactBuild organizational capabilities in lifecycle strategy, client segmentation, marketing automation, journey design, and client growth marketingDrive strategic thinking, planning, measurement, and performance across the functionFoster a culture of experimentation, client obsession, collaboration, and continuous improvementIdentify areas of opportunity for process improvement based on integration of AI; lead team in adoption of AI tools and practicesSuccess in This Role Looks Like:Increased Net Revenue Retention and expansion revenueIncreased client engagement and product adoption across key segmentsStronger lifecycle performance across all relevant metricsGrowth in client advocacy, referrals, reviews, and client-generated proof pointsIncreased effectiveness and scalability of lifecycle marketing programsStrong alignment across Marketing, Client Success, Commercial, Product, and Revenue OperationsA client lifecycle engine that is viewed as a strategic driver of client growth and company performanceRequirements:8-10+ years of experience in demand generation, lifecycle marketing, client/customer marketing, or retention marketing in B2B environments, preferably in the technology sectorHave built and run lifecycle marketing systems that connect segmentation, campaign sequencing, and measurement into a repeatable engineStrong grasp of lifecycle math: retention rates, expansion conversion, revenue per member, and how to use those numbers to prioritize programsExperience building multi-touch campaign sequences across the member journey, not just individual sendsStrong understanding of segmentation strategy and how to tailor communications to different personas, roles, regions and lifecycle stagesExperience designing campaigns and communications that drive measurable retention and expansionExperience leading teams that plan and produce events of different formats and sizes, including user conferencesAbility to translate product launches and platform updates into strategic, value-led member communicationsExperience working cross-functionally with product marketing, and operations teamsProven ability to use engagement metrics, lifecycle performance, and data to drive continuous improvementStrong point of view on what works (and what doesn't) in B2B member and client/customer marketingActive use of AI tools to improve performance, insight, automation and efficiencyComfort with ambiguity and building from scratchSome travel is required, including international travelDemonstrated leadership experience aligned to our Leadership Anchors (Adapt & Innovate, Build Your Team, Communicate & Collaborate, Drive Execution)Nice to Have:Experience with B2B SaaS or enterprise softwareExperience with HubSpotBackground in the travel industryFamiliarity with account-based marketing (ABM) approachesExperience across both acquisition and lifecycle marketingBenefits Medical, dental + vision coverage26 vacation days, 10 sick days & 12 paid holidays per yearGlobal leave benefit 22 weeks paid parental leave 2 weeks paid grandparent leave Extended care and bereavement leaveLife insurance policy 401k + employer matchingSocial hours & events and team-building Educational OpportunitiesWellness benefits (Headspace subscription & wellness webinars) Work-from-home assistanceHybrid friendlyPaid volunteer hoursSalary Range: $137,365-$206,048, plus 20% bonus potential Please note you must be authorized to work in the United States for this position.At FareHarbor, we believe making experiences better for everyone starts with fostering a workplace where every voice is heard and everyone is empowered to thrive. We’re committed to inclusion, welcoming all qualified job seekers to apply and join our ‘ohana.FareHarbor is an equal opportunity employer in accordance with all applicable federal, state and local laws. We do not discriminate on the basis of race, color, religion, gender, gender identity, sex, sexual orientation, national origin, disability, age, or veteran status, or any other classification protected by federal, state, or local law. If you need adjustments during the application or interview process, or on the job, we’re here to support you. Please reach out to your recruiter to request any accommodations.To learn more about how we use your information, see our Privacy Statement for Applicants. By submitting your application, you confirm that you understand and agree that your information will be processed in accordance with our Privacy Statement for Applicants.Any offer of work (e.g. employment, assignment) will be subjected to the successful completion of pre-employment screening.