Sr. Director, CRM & Lifecycle Marketing

Description

The company is looking for a senior director to lead its CRM strategy across lifecycle marketing, owned channels, and personalization at scale, with the goal of growing member engagement, retention, and revenue.

This role sets the annual CRM priorities and targets, turns them into a strategic roadmap, and leads the team in building new lifecycle programs, scaling trigger campaigns, and improving broadcast execution.

You will shape how the company engages members across their whole lifecycle and advise the business on how audience and channel work can help key campaigns hit their goals.

You will work closely with Brand & Member Marketing, Growth, Data & Analytics, and Technology to deliver relevant, personalized experiences with measurable results.

The ideal candidate has deep experience in CRM strategy, lifecycle marketing, audience segmentation, campaign planning, testing, analytics, and leading teams.

Responsibilities

• Set annual CRM priorities, strategies, and performance targets that improve member engagement and retention, raise revenue per member, and grow owned channels.
• Turn CRM priorities into a clear roadmap and lead the team in delivering key initiatives across lifecycle, broadcast, and triggered communications.
• Lead the design and improvement of lifecycle journeys, including lead nurturing, conversion, onboarding, engagement, retention, and win-back.
• Scale triggered campaigns to make messages more relevant, improve the member experience, and support growth of ancillary businesses.
• Build the owned-channel communication plan that supports major marketing campaigns, member initiatives, and local activations.
• Run campaigns to a high standard through careful planning, audience strategy, briefing, QA, testing, and post-campaign analysis.
• Track and report on the health and performance of email, SMS, and app messaging, and spot chances to add revenue and deepen member engagement.
• Set up a structured way to measure results, capture learnings, and keep improving CRM strategy and execution.
• Work with Data, Analytics, and Technology to improve audience segmentation, measurement, and the capabilities the CRM roadmap needs.
• Build and manage a high-performing CRM team by giving clear direction, coaching, and growth opportunities, and by keeping strong operating discipline.
• Act as the CRM and lifecycle marketing expert, advising senior leaders and cross-functional partners.

Requirements

• Bachelor's degree in Marketing, Business, or a related field. An MBA is preferred.
• 12+ years in CRM, lifecycle marketing, retention, or a related field, including at least 5 years in a leadership role.
• Proven record of building CRM strategies and roadmaps that drive engagement, retention, revenue, and channel growth.
• Deep knowledge of lifecycle marketing, audience segmentation, personalization, campaign planning, testing, and journey optimization.
• Strong analytical skills, with the ability to turn customer and channel performance into clear insights and business recommendations.
• Excellent leadership, communication, and cross-functional management skills, with the ability to align teams and drive execution in a complex organization.

Conditions

Compensation includes a competitive salary, benefits, and industry-leading commission opportunities for club employees.

You receive a complimentary club membership.

You get perks and incentives on products and services, including Personal Training, Pilates, Spa, and Shop.

You must have a legal right to work in the United States.

The role is an equal opportunity position, and all information is kept confidential under EEO guidelines.

This description covers general requirements and is not a full list of duties; other tasks may be assigned to keep the department running.

Benefits

• Complimentary club membership.
• Perks and incentives on Personal Training, Pilates, Spa, and Shop.
• Competitive salary and benefits, plus industry-leading commission for club employees.