Vice President of CRM, Lifecycle & Automation

Responsibilities

• The LTV mandate & strategy
• Own long-term customer LTV as your core KPI and set the lifecycle and retention strategy to move it
• Own cancellation / winback timing and approach company-wide, and measure the outcomes
• Establish lead scoring that drives action across the org, which will drive not just emails and texts but also call center and local salesperson prioritization and action
• Operationalize personalization and segmentation so the right SMS/email/call reaches the right customer at the right time
• Set direct-mail strategy for retention and winback, activated by the growth channel leader
• Email / SMS lifecycle programs and customer journeys
• Retention, prepay, cross-sell, and reactivation programs
• Marketing automation & administration (Braze, CDP)
• Customer data, audiences, segmentation & suppression

Requirements

• Bachelor's degree
• 8+ years in retention, lifecycle, loyalty, or subscriber marketing
• Has operated as a senior leader (Sr. Director / VP or equivalent) in a B2C environment
• Quantifiable track record of moving a primary LTV or retention metric at scale
• Deeply analytical — lifetime value, cohort / retention, funnel conversion, and incrementality
• Hands-on with a modern martech stack (enterprise CRM + ESP) and comfortable in a data warehouse (Snowflake)
• Strong project-management skills and attention to detail, with the ability to run many programs simultaneously
• Excellent written and verbal communication skills — experienced in executive presentation
• Track record collaborating with cross-functional teams — Technology, Sales, Marketing, and Finance

Preferred

• Review-generation / reputation automation (a plus)
• B2C multi-location / field-based business (a huge plus)

Benefits

• Incentives: Annual Bonus + Equity