Responsibilities

• Lifecycle Strategy & Customer Journey
• Define and continuously refine the Digs customer journey, from first-time visitor through long-term loyalist, including key segments such as new pet parents, daycare regulars, seasonal boarders, lapsed customers, and high-value loyalists.
• Identify the critical moments in the lifecycle (first booking, first stay, post-stay, etc.) and design the marketing program around each
• Build a lifecycle measurement framework: activation rate, repeat booking rate, frequency, retention by cohort, LTV, and reactivation rate.
• CRM, Email, and Automation
• Own the CRM roadmap, including platform strategy, segmentation model, and lifecycle automation across email, SMS, and push.
• Build and optimize core lifecycle flows: welcome and onboarding, first-stay prep, review and referral, birthday and milestone, and VIP/loyalty.
• Data & Analytics
• Translate booking, CRM, and customer data into actional insights
• Define KPIs for every lifecycle program and report regularly on performance, incrementality, and contribution to revenue and retention.
• Community Engagement & Events
• Work with marketing manager to tie programs back to lifecycle outcomes: new customer acquisition, second-visit conversion, lapsed customer reactivation, and WOM referral.
• Loyalty, Referral, & Reviews
• Own our referral program and review generation engine as connected lifecycle levers, not standalone tactics.
• Use lifecycle triggers to ask for the right action from the right customer at the right moment
• Cross-Functional Partnership
• Partner with General Managers and operations to make sure lifecycle programs reflect the on-the-ground customer experience and that in-resort moments feed back into CRM.
• Partner with paid acquisition to ensure smooth hand-off from first conversion to first stay to long-term customer.
• Partner with brand marketing and content on voice, creative, and storytelling across lifecycle touchpoints.