Director, Lifecycle Marketing and Loyalty

The Director, Lifecycle Marketing & Loyalty is responsible for leading the strategy, roadmap, and execution of the organization's customer lifecycle marketing and loyalty initiatives, driving member engagement, retention, and revenue growth across owned channels. This role oversees the end-to-end customer journey, from acquisition and onboarding through engagement, retention, reactivation, and advocacy, while serving as the primary steward of the organization's loyalty program, including value proposition, rewards structure, member benefits, and financial performance. The Director will establish annual lifecycle and loyalty priorities, define measurable performance objectives, and translate them into a strategic roadmap. This leader will oversee the design, implementation, and optimization of lifecycle programs, automated customer journeys, and cross-channel communications across email, SMS, mobile, direct mail, and emerging channels. Working closely with Marketing, Merchandising, Digital, Retail Operations, Analytics, Technology, and Finance teams, the Director will create personalized customer experiences that foster long-term loyalty and drive business growth. The ideal candidate brings deep expertise in CRM strategy, customer lifecycle marketing, loyalty program management, audience segmentation, campaign planning, testing, measurement, and team leadership. Key Responsibilities: Define annual lifecycle marketing and loyalty priorities, strategies, and performance targets to strengthen customer engagement and retention while increasing customer lifetime value and revenue growth. Translate strategic objectives into a clear execution roadmap and lead cross-functional delivery of key lifecycle, loyalty, personalization, and customer engagement initiatives. Establish a multi-year vision for customer engagement, loyalty, retention, and personalization capabilities. Loyalty Program Management Own the strategy, roadmap, governance, and day-to-day management of the customer loyalty program, including rewards structure, benefits, tiering, and program economics. Continually evolve the loyalty value proposition to increase membership acquisition, activation, engagement, retention, and customer lifetime value. Develop differentiated engagement strategies tailored to customer segments, lifecycle stages, and loyalty tiers. Monitor program performance, including enrollment, activation, redemption, retention, tier migration, and churn, recommending enhancements that improve customer and business outcomes. Evaluate and implement innovative loyalty offerings, partnerships, and customer experiences that increase program relevance and competitive differentiation. Customer Lifecycle Marketing Develop and optimize customer journeys across all major touchpoints and channels, from acquisition through onboarding, engagement, retention, reactivation, and advocacy. Design and execute lifecycle programs focused on customer acquisition, onboarding, retention, and win-back strategies. Expand and optimize automated and triggered marketing programs to improve customer engagement and drive incremental revenue. Identify customer journey friction points and implement strategies that improve conversion, engagement, and satisfaction. Lead integrated cross-channel planning to align messaging, cadence, and experiences across owned marketing channels. Define and advance the personalization roadmap, including next-best-action capabilities, customer decisioning frameworks, and AI-enabled customer experiences. Own customer communication strategy, campaign planning, audience segmentation, and messaging calendars across email, SMS, mobile, and other owned channels. Drive performance against key engagement and revenue metrics while ensuring operational excellence through campaign planning, audience management, testing, quality assurance, and execution. Balance commercial objectives with brand-building communication strategies and broader marketing initiatives. Develop and maintain an enterprise testing and optimization framework across lifecycle and loyalty communications. Lead direct marketing initiatives, ensuring alignment with customer needs, business objectives, and return-on-investment goals. Measurement & Analytics Partner with Analytics teams to identify drivers of customer lifetime value, retention, engagement, and churn. Establish measurement frameworks and performance standards across lifecycle marketing, loyalty, personalization, and customer engagement initiatives. Develop executive reporting and dashboards that translate performance metrics into actionable business insights. Lead testing and experimentation efforts, including A/B and multivariate testing, ensuring statistically valid analysis and recommendations. Establish attribution and incrementality methodologies to evaluate program effectiveness and business impact. Drive a culture of continuous improvement through structured performance reviews, insights generation, and optimization planning. Collaborate with Data, Analytics, Technology, and Finance teams to strengthen customer data capabilities, segmentation strategies, and reporting infrastructure. Build, develop, and lead a high-performing lifecycle marketing and loyalty team through effective coaching, talent development, succession planning, and performance management. Foster a culture of accountability, innovation, collaboration, and customer-centric decision making. Serve as the organization's subject matter expert for lifecycle marketing, CRM, customer engagement, and loyalty strategy. Influence senior leadership and cross-functional stakeholders through data-driven recommendations and strategic insights. Qualifications: Bachelor's degree in Marketing, Business, Analytics, Communications, or a related field required; Master's degree preferred. 10+ years of progressive experience in CRM, lifecycle marketing, loyalty, customer retention, or customer engagement strategy. 5+ years of leadership experience managing and developing high-performing teams. Experience leading loyalty programs, membership programs, subscription businesses, or customer engagement initiatives within retail, ecommerce, consumer, hospitality, travel, financial services, or other customer-centric industries. Experience leading a tiered loyalty or rewards program with significant membership scale and measurable revenue contribution. Experience within omnichannel retail, ecommerce, direct-to-consumer, hospitality, travel, subscription, or membership-based businesses. Experience managing customer engagement strategies across both digital and physical customer touchpoints. Proven track record of driving customer acquisition, engagement, retention, and lifetime value through data-driven marketing strategies. Experience managing multimillion-dollar customer marketing or loyalty program budgets with accountability for business outcomes and ROI. #J-18808-Ljbffr Confidential Careers