Responsibilities

• Lifecycle Strategy & Execution: Own the strategy, planning, timing, development/build, QA, and scheduling of promotion, limited time offer, rapid response, new park opening, and other ad hoc CRM campaigns across email and SMS Plan and execute promotional campaigns, traffic driving discounts and events, and seasonal/tentpole initiatives Lead campaign strategy for new park openings, retrofits, and key business initiatives, setting direction and making autonomous decisions on approach with minimal day-to-day oversight Build and deploy park closure, emergency, or other rapid response communications Develop targeted campaign strategies based on audience segmentation and business goals Ensure campaigns are aligned with lifecycle programs and the overall guest and member experience Determine potential process, scale, and platform enhancements to continue innovating and evolving lifecycle marketing efforts Data & Performance Optimization: Analyze campaign performance metrics (engagement, conversion, revenue) to track success and learnings and optimize future campaigns Develop and execute A/B testing strategies across messaging, timing, and offers Partner with Data Ops to ensure accurate segmentation, targeting, and reporting Identify opportunities for greater personalization and targeted messaging with existing data, and determine additional data requirements for future enhancements Operate within deliverability and audience guardrails defined by the Journeys Manager Platform Operations & Franchise Support Maintain campaign and journey documentation, templates, and system hygiene within Braze to keep operations organized. Serve as the primary point of contact for franchisees using a distributed marketing platform, providing guidance and support for local campaign execution and best practices. Collaborate with lifecycle managers and agency partners to support execution needs across corporate and franchise campaigns. Collaboration & Innovation: Partner with brand, digital, IT, and growth teams to align messaging and timing across channels Partner with Operations and Field Leadership to align lifecycle campaign timing, messaging, and offers with in-park execution, staffing capacity, and the on-the-ground guest experience Support seasonal and peak business initiatives (e.g., summer, back-to-school, holiday) by proactively aligning CRM campaign strategy with business priorities and capacity constraints Collaborate with agency partners on campaign strategy, creative, and execution Cross-functionally align with other internal and external teams to ensure cohesion, map considerations, identify impacts, and deliver with clarity Bring forward new ideas, tests, and campaign strategies to drive incremental revenue Maintain a proactive and organized campaign planning process to reduce ad hoc execution Support rapid response and time-sensitive communications (park closures, weather-related updates, urgent announcements) with quick turnaround Support additional marketing needs as they arise

Requirements

• 5+ years of experience in lifecycle marketing, CRM, or retention marketing with a proven track record of email/SMS success.
• Bachelor’s degree in Marketing, Communications, or a related field preferred.
• Expertise in Braze (Canvas, Liquid scripting, segmentation, and reporting). Excellent project management and organizational skills.
• Strong understanding of customer segmentation, automation workflows and personalization strategies and building a customer journey.
• Experience in A/B testing, campaign analytics, and KPI-driven optimization.
• Proficiency in HTML/CSS for email customization is a plus.
• Strong project management skills with the ability to execute multiple campaigns simultaneously.
• Agility and ability to prioritize and reprioritize based on business need and shifting priorities.
• Written and verbal communications skills.
• Ability to make data-driven decisions and craft data-focused reporting.

Preferred

• Preferred: experience in multi-unit retail, entertainment, hospitality, or franchise environments
• Preferred: familiarity with email/SMS compliance requirements (e.g., CAN-SPAM, TCPA)

Benefits

• Full-time employees enjoy a competitive benefits package including medical, dental, and vision coverage along with a 401k plan with company matching. Eligibility for 401k is based on age and tenure requirements.