Director - Digital Marketing

Responsibilities

• Own the CRM strategy and roadmap, including email, SMS, push, and other owned channels across the full member lifecycle (acquisition, onboarding, retention, win-back, renewal)
• Build and optimize segmentation, personalization, and automation strategies to drive engagement, conversion, and lifetime value
• Partner with analytics to define and track key CRM KPIs (open/click rates, retention, renewal rate, LTV)
• Lead strategy and day-to-day management of the loyalty program, including tiering, rewards structure, and member communications
• Identify opportunities to grow engagement and deepen value perception among loyalty members, in coordination with the core membership program
• Partner with finance on program economics and ROI
• Own the website as our primary membership sales channel — driving traffic, conversion, and sign-up volume through on-site marketing, offers, and user experience
• Partner with product/UX teams on the membership sign-up funnel, pricing/offer presentation, and checkout experience to minimize friction and maximize conversion
• Own the testing roadmap (A/B and multivariate) for the membership funnel, landing pages, and promotional offers
• Track and report on membership funnel performance (traffic, conversion rate, cost per acquisition, sign-up volume) and partner with analytics to identify optimization opportunities

Requirements

• 10+ years in digital marketing, with direct experience owning CRM, loyalty, or membership/subscription acquisition in a consumer environment
• Proven success building and scaling lifecycle/CRM programs that drive measurable retention and renewal impact
• Experience managing loyalty programs and understanding program economics
• Strong grasp of subscription/membership funnel optimization (conversion, pricing/offer testing, checkout experience) and website/content management
• Hands-on experience owning or managing a marketing technology stack (ESP/CRM platforms, CDP, testing tools, analytics, billing/membership integrations)
• Data-driven decision-making skills; comfortable working with analytics teams on dashboards, attribution, and reporting
• Strong people leadership experience managing multi-disciplinary teams
• Excellent cross-functional collaboration and communication skills, with experience presenting to senior leadership
• Experience managing budgets and external vendor/agency relationships
• Experience with specific platforms (e.g., Hubspot, Adobe Commerce, etc.)

Benefits

• 401(k)
• Dental insurance
• Health insurance
• Paid time off
• Vision insurance