Director, CRM and Lifecycle Marketing

Director, CRM and Lifecycle Marketing Good Sam is looking for a Director, CRM and Lifecycle Marketing to own campaign strategy and revenue outcomes across our Membership/Loyalty and Protection Products portfolios, spanning the full customer lifecycle. This will be a hybrid position based out of our office in Chicago, IL. This is a high-visibility role for a marketer who loves the intersection of strategy and performance, builds programs with rigor, and never stops at "it went out the door."

If you're the kind of leader who obsesses over what moved the needle, brings structure to ambiguity, and gets energized by owning outcomes end-to-end, we'd love to meet you.

You’ll translate business priorities into campaigns that move customers, and you’ll own the strategy from the first brief to the final performance read. Build and execute campaign plans across Email, Direct Mail, SMS, and Events that map directly to product and growth objectives. Every channel has a purpose; nothing runs without rationale. Own personalization strategy across all four channels and continuously evolve the growth plays that bring it to life.

Personalization here means data-driven decisioning, not just a first-name merge field. Partner with Product Marketing to keep campaign sequencing aligned to active go-to-market priorities. Drive measurable outcomes across the full lifecycle:
Acquisition, Renewal, Win-back, Cross-sell, Engagement, and Ad Hoc programs. Each motion has defined success metrics, and you own them. Maintain a rolling prioritization view that flags capacity constraints and sequencing risks. Your team should never be surprised by what is coming. Every campaign entering the queue arrives with a clear owner, defined KPI metrics, and requirements plan.

You’ll be the keeper of the number. That means owning the campaign revenue scorecard across all lifecycle programs and knowing, at any moment, how your channels are performing against it. Own attributed revenue, transaction and quote volume, and channel-level performance reporting for all lifecycle campaigns. Produce and present a weekly performance narrative grounded in business outcomes. Engagement metrics are context, not the story.

When performance gaps emerge, you diagnose fast and have a revised strategy in the market as quickly as possible. Run at least one structured A/B test per product line per month, with clean holdout design and results that directly feed your next move. Communicate results clearly and confidently to Good Sam senior leadership and the Camping World C-suite, with a pre-calibrated point of view and plan to pivot.

Strategy without clean execution is just a slide deck. You’ll own the handoff and hold the outcome. Deliver complete, well-defined campaign briefs to Email, Direct Mail, SMS, and Event channel leads. Complete means channel plan, audience logic, success metrics, and timeline, before it touches a single resource. Hold outcome accountability for revenue driven by in-scope campaigns. The channel leads own execution;

you own the number. Lock CID structure and campaign taxonomy before anything enters production. Attribution integrity starts here, and you’ll protect it.

We have a strong team. Your job is to lead them and ensure they are focused on our shared priorities. Lead and develop direct reports across the Loyalty/Membership and Protection Product CRM campaign lanes. These are talented people who want to grow; give them the structure and coaching to do it. Set the quality bar on segmentation logic, offer design, and measurement rigor.

You’re the last reviewer before anything reaches leadership, and that standard should be felt throughout the work. Coach a performance-first mindset across the team. Every tactic connects to a revenue or growth outcome. If it doesn’t, it doesn’t ship. Model and set the expectation that Claude Enterprise and other AI products are standard productivity tools in this team’s workflow.

YoY improvement in CRM email’s share of…