Responsibilities

• Define annual CRM priorities, strategies, and performance targets to strengthen Members engagement and retention, increase revenue per Member, and drive growth across owned channels
• Translate CRM priorities into a clear strategic roadmap and lead the team in executing key initiatives across lifecycle marketing, broadcast campaigns, and triggered communications
• Lead the development and optimization of lifecycle journeys across lead nurturing, conversion, onboarding, engagement, retention, and win-back
• Scale triggered campaigns to increase relevance of communication, facilitate member experience and journeys and support growth of ancillary business
• Develop the communication plan for owned channels to support key marketing campaigns, Member initiatives and local activations
• Ensure best-in-class campaign execution through rigorous planning, audience strategy, briefing, QA, testing, and post-campaign analysis.
• Monitor and report on the health and performance of owned channels, including email, SMS, and app messaging, and proactively identify opportunities to generate incremental revenue and deepen Member engagement.
• Establish a structured measurement and hindsighting approach to evaluate performance, capture learnings, and continuously improve CRM strategy and execution.
• Partner with Data, Analytics, and Technology teams to strengthen audience segmentation, measurement, and the capabilities required to deliver the CRM roadmap.
• Build and manage a high-performing CRM team, providing clear direction, coaching, and development opportunities while fostering strong operating discipline.

Requirements

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

Benefits

• We offer competitive salary, benefits, and industry leading commission opportunities for club employees
• Complimentary Club membership
• Perks and incentives with our products and services including Personal Training, Pilates, Spa and Shop