Vice President of CRM, Lifecycle & Automation

This is a fully remote position, open to applicants in United States.

📋 Description

• Take ownership of long-term customer lifetime value as the primary KPI.

• Develop and implement the lifecycle and retention strategy across the organization.

• Manage the timing and approach for cancellations and winbacks, and evaluate outcomes.

• Create lead scoring systems that inform actions for email, SMS, call-center, and local sales representatives.

• Operationalize personalization and segmentation strategies across SMS, email, and phone calls.

• Formulate direct-mail strategies focused on retention and winback initiatives.

• Design and oversee email/SMS lifecycle programs and customer journeys.

• Create programs for retention, prepayment, cross-selling, and reactivation.

• Manage marketing automation and customer data platforms effectively.

• Identify gaps in event-streams and collaborate with Technology to implement necessary triggers.

• Develop automated customer notifications for appointments, service scheduling, reminders, and updates after service.

• Integrate AI into workflows, reporting, and content creation.

• Establish an automated system for generating customer reviews.

• Assess lifecycle campaigns based on sales activities, appointments, and purchases.

• Lead the measurement of NPS/CSAT and facilitate closed-loop learning.

• Partner with Growth, Brand and Integrated Marketing, Technology, Sales and Operations, and Finance teams.

• Function as a highly experienced individual contributor, taking charge of strategy and execution with assistance from contractors and agencies.

• Eventually oversee CRM and Lifecycle for the Thrive house of brands division.

⛳️ Requirements

• Bachelor’s degree required.

• Over 8 years of experience in retention, lifecycle, loyalty, or subscriber marketing.

• Senior leadership experience as a Sr. Director, VP, or in a similar role within a B2C setting.

• Proven success in improving a primary LTV or retention metric on a large scale.

• Strong analytical skills in areas such as lifetime value, cohort/retention analysis, funnel conversion, and incrementality.

• Practical experience with a modern martech stack, including enterprise CRM and ESP systems.

• Familiarity with platforms like Braze, Dynamics, Hatch, or similar CRM/ESP tools.

• Comfortable using Snowflake and data warehouses.

• Experience in launching lifecycle programs even when data was not readily available.

• Skilled in designing and developing email/SMS journeys, segmentation, and personalization strategies.

• Production experience utilizing AI for automating workflows, reporting, or personalization tasks.

• Knowledge of retention and lifetime-value programs, including prepayment, cross-selling, reactivation, referral, and winback strategies.

• Exceptional project management skills and a keen attention to detail.

• Outstanding written and verbal communication abilities, including experience presenting to executives.

• Proven collaborative track record with Technology, Sales, Marketing, and Finance teams.

• Experience with automating review-generation and reputation management is advantageous.

• Experience in B2C multi-location or field-based businesses is highly desirable.

🏝️ Benefits

• Annual Bonus opportunity.

• Equity options available.

• Support from contractors and agencies, including existing Braze assistance.

• Chance to establish a new CRM, lifecycle, and marketing-automation function from the ground up.

• Flexibility to move quickly with a team-oriented approach to people management.

• Opportunity to eventually manage CRM & Lifecycle for the Thrive house of brands division with further support.