Customer Lifecycle Marketing Practice Lead

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* Job Description:

***** This is a remote/hybrid opportunity based in the US
*** The Customer Lifecycle Marketing (CLM) Practice Lead, reporting to the President, Data-Driven Marketing, serves as the commercial owner and market-facing leader of Merkle's CLM practice. This leader operates as a mini-P&L owner across four interconnected capability areas: lifecycle marketing and email/CRM platform execution, loyalty strategy and technology, promotions and gamified experiences, and the first-party data and identity infrastructure that connects them.

The role sits at the intersection of go-to-market strategy, offer development, and senior client leadership, and forms one leg of the practice's leadership team.

This is a commercial leadership role, not a delivery management role. It requires the credibility to engage CMOs and VP-level buyers across the full spectrum, from loyalty program economics to first-party data strategy to paid media activation. Success is measured through practice revenue and pipeline growth, win rate, cross-practice attach, and the strength of Merkle's market position in loyalty, lifecycle marketing, and data-driven CRM.
** Description & Responsibilities:
**** Practice Growth & Commercial Ownership
*** Own commercial performance of the CLM practice, including revenue, pipeline, forecast accuracy, and margin contribution across all four capability pillars
* Develop and maintain the annual CLM growth plan, aligned to organizational go-to-market priorities and key vertical and platform opportunities
* Approve commercial scope, pricing, and deal economics on CLM-led pursuits, engaging senior sales leadership on larger or cross-practice opportunities
** Offer Development & Market Positioning
*** Own the CLM offer portfolio across lifecycle marketing, loyalty, promotions, and first-party data/identity, in partnership with strategy and solutions teams
* Articulate Merkle's integrated CLM story to the market: how loyalty strategy, promotions design, journey orchestration, and paid media activation combine into a customer equity growth system
* Maintain external market positioning through analyst relationships, industry events, and published thought leadership on the convergence of loyalty, promotions, and paid media
* Partner with strategy teams to translate platform partner developments into updated offer packages, and represent the practice in partner co-sell conversations
** Pursuit Leadership & Commercial Execution
*** Lead the CLM-specific pursuit motion across loyalty RFPs, lifecycle marketing retainers, promotions engagements, and first-party data strategy mandates
* Build pursuit teams that draw on the full CLM capability stack to ensure proposals reflect Merkle's integrated breadth
* Coordinate with demand generation and sales teams on origination specific to CLM buyer personas (e.g., VP CRM, VP Loyalty, VP Marketing Technology, Chief Digital Officer)
* Represent the practice at partner events, client advisory boards, and industry conferences as a named commercial voice on loyalty, lifecycle marketing, and data-driven CRM
** Senior Client Engagement & Cross-Practice Orchestration
*** Maintain executive-level relationships with the CLM practice's primary buying personas across a portfolio of key accounts
* Serve as executive sponsor on flagship CLM accounts, supporting retention, expansion, and reference development
* Bring the CLM practice into integrated pursuits where loyalty, promotions, or first-party data activation is the commercial entry point for broader engagements
* Champion integrated storytelling that connects loyalty program performance to paid media efficiency and customer lifetime value
** Talent & Commercial Bench Development
*** Identify and develop commercial talent within the CLM practice across all four capability pillars
* Build the next generation of pursuit-capable solutions leads with fluency in loyalty economics, promotions architecture, and first-party data strategy
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* Qualifications:

*** 12+ years of experience in CRM, loyalty, lifecycle marketing, or marketing technology, including a minimum of five years in a commercial, practice leadership, or client partnership role at a services firm
* Demonstrated track record of owning or co-owning a practice revenue target, pipeline number, or growth responsibility in a consulting, agency, or services environment
* Direct experience in loyalty strategy and program design (earn/burn, tiered, coalition, and experiential models), loyalty technology platform…