CRM & Lifecycle Marketing Manager

We are looking for a lifecycle marketer who thinks in journeys, not campaigns. As Lifecycle Marketing Manager, you will own the guest journey end to end — from the first visit through to routine, habitual visitation — and use email, SMS, app push, direct mail, and outbound call campaigns to move guests through it.

This is a builder’s role. You will find the opportunity in the data, design the journey that captures it, define the requirements to get it built, launch it, test it, and refine it. You will partner closely with data, IT, and product teams to secure the data and capabilities the program needs, and you will be accountable for the outcome: more visits per guest, shorter gaps between them, and guests who stay with us longer.

A Day in the Life

Own the guest journey

• Map the end-to-end guest journey — acquisition, first visit, second-visit conversion, routine visitation, lapse, and win-back — and pinpoint where guests fall out and why
• Design, build, and launch always-on lifecycle journeys in Hub Spot: welcome and onboarding, first-to-second visit conversion, rebooking and appointment reminders, membership adoption and retention, cadence and replenishment nudges, post-visit follow-up, and lapsed-guest win-back
• Orchestrate across email, SMS, app push, direct mail, and call campaigns — selecting the right channel, message, and timing for each moment, and managing contact frequency and fatigue across the full program
• Own the lifecycle roadmap and calendar, prioritizing by size of prize, level of effort, and speed to learning

Bring the analysis yourself

• Size and prioritize opportunities through your own analysis: cohort and retention curves, visit frequency and inter-visit intervals, lifetime value by segment, and channel contribution
• Set the measurement standard: define success metrics for every journey, use holdout and control groups to prove incremental impact, and report on what actually moved the business
• Translate analysis into a clear point of view and a recommended action

Test, learn, and refine

• Run a continuous A/B and multivariate testing agenda across audience, offer, creative, timing, cadence, and channel, with clear hypotheses, sound sample sizes, and clean read-outs
• Maintain a prioritized test backlog and a documented library of results so learnings compound instead of being relearned
• Retire what does not work, scale what does, and revisit mature journeys on a set cadence rather than letting them run on autopilot

Segment with intent

• Establish and evolve a segmentation strategy grounded in behavior, value, and guest mindset, and put it to work in targeting, offer strategy, and creative
• Partner with analytics to develop and act on propensity and lifecycle-stage models — churn risk, next-visit likelihood, membership propensity, and reactivation potential
• Personalize at scale through dynamic content, behavioral triggers, and real-time data, and hold the line on relevance as volume grows

Bridge marketing and technical partners

• Translate campaign and journey ideas into clear, buildable requirements — events, attributes, integrations, audience syncs, triggers, and acceptance criteria — written well enough that engineering can build from them without a translator
• Work with IT, data engineering, web and app product, and vendor partners to scope, sequence, QA, and ship enhancements, and follow through until they are live and working as specified
• Manage agency, vendor, and platform partners to deliver against the program vision on time and on budget

What Sets You Apart

• You are a marketer who can do the analysis yourself. You do not wait in a queue for a data pull to form a point of view. You are an Excel power user — pivots, lookups, nested logic, cohort models.
• You think in incrementality. Open rates…