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".

• 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.

• 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.

• 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.

• 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 Protection Products and Membership revenue. Tracked and reported.
• Every campaign has a defined revenue outcome metric. You can cite current performance without looking it up.
• Signal identified, root cause diagnosed, revised strategy in market fast.
• One clean A/B test per product line per month. Results feed directly into strategy, not a deck.
• Briefs handed to channel leads are complete on receipt. No rework. No missing CIDs at launch.
• Direct reports are active Claude Enterprise users. At least one net-new Claude Skill built per quarter.
• Leadership receives clear, pre-calibrated performance narrative. No surprises.

• 10-15+ years of CRM lifecycle experience at enterprise scale, with direct, demonstrable revenue accountability across complex,…