Senior Lifecycle & CRM Strategy Leader - Contract

Responsibilities

• Assess the end-to-end digital-presence lifecycle. Map the experience from domain search and purchase through account setup, website creation and launch, hosting and professional email activation, security adoption, ongoing management, renewal, cancellation or lapse, win-back, and expansion into relevant adjacent services.
• Build the lifecycle strategy and roadmap. Define lifecycle stages, customer and business outcomes, journey priorities, and a sequenced plan balancing immediate improvements with longer-term data, technology, content, and operating-model needs.
• Design high-value customer journeys. Develop coordinated programs for onboarding, service activation, website launch, customer education, renewal preparation, lapse prevention, retention, service recovery, win-back, and expansion into complementary digital-presence services.
• Advance segmentation and trigger strategy. Define actionable audiences and triggers using customer profile, domain and service purchases, setup milestones, website launch status, account activity, billing and renewal status, support interactions, engagement, and service-portfolio signals.
• Connect CRM, service, and channel data. Determine the data, identity, consent, automation, and integration capabilities required to coordinate experiences across email, web, account experiences, service interactions, and other available channels.
• Improve personalization and next-best-action decisions. Deliver relevant setup guidance, website-launch support, education, security and renewal reminders, complementary-service recommendations, and re-engagement based on where customers are in building and managing their online presence.
• Establish experimentation and measurement. Define baselines, test plans, controls, and reporting for setup completion, service activation, website launch, time to value, multi-service relationships, engagement, renewal, lapse prevention, retention, win-back, customer value, and incremental commercial impact.
• Create the lifecycle operating model. Clarify decision rights, ownership, intake, prioritization, approvals, production, reporting, and optimization across marketing, product, ecommerce, customer care, data, analytics, creative, and technology.
• Move the first wave into delivery. Translate recommendations into journey maps, briefs, audience and trigger definitions, content requirements, test designs, measurement plans, and a prioritized delivery backlog.
• Build sustainable internal capability. Create reusable frameworks, governance, documentation, and working rhythms that enable internal teams to continuously improve lifecycle programs.

Requirements

• Approximately 15+ years across lifecycle marketing, CRM, retention, customer engagement, marketing automation, customer journey, or growth CRM.
• Senior Director or VP-level experience advising executives and influencing cross-functional decisions.
• Experience building a lifecycle capability from a low-maturity starting point, not only optimizing an established program.
• Deep experience with recurring-revenue digital services, especially domain registration, web hosting, website building, professional email, online security, digital marketing, ecommerce enablement, or adjacent small-business services.
• Ability to connect customer strategy with data, identity, consent, marketing technology, service signals, support interactions, content, execution, and measurement.
• Experience designing journeys from purchase through setup, activation, launch, ongoing value realization, renewal, expansion, retention, service recovery, lapse prevention, and win-back.
• Fluency in segmentation, event-based triggers, journey orchestration, personalization, experimentation, and incremental measurement.
• Experience managing lifecycle complexity across customers who may own a single service or a portfolio of interconnected digital-presence services.
• Ability to balance executive counsel with hands-on development of journey maps, briefs, audience definitions, test plans, roadmaps, and operating processes.
• Availability for a fully remote, full-time contract engagement aligned to Pacific Time working hours.