Bachelor's degree in Marketing, Business, Communications, or related field (MBA preferred).
10+ years of experience in lifecycle, CRM, retention, or growth marketing.
Proven track record of driving measurable improvements in customer retention and engagement.
Strong analytical skills and experience with data visualization tools (e.g., Looker, Tableau, Google Analytics).
Hands-on experience with marketing automation and CRM tools (e.g., Braze, Iterable, Salesforce, HubSpot).
Excellent communication skills and a customer-centric mindset.
Responsibilities
Own the customer journey lifecycle by developing marketing strategies for acquisition to reactivation.
Utilize segmentation and personalization techniques to enhance customer engagement and conversions.
Create and manage multi-channel lifecycle campaigns focusing on automation and scalability.
Analyze performance metrics to identify growth opportunities across customer interactions.
Conduct A/B testing to refine messaging and channel mix for enhanced impact.
Collaborate cross-functionally with various teams to create a seamless customer experience.
Manage marketing automation tools to execute campaigns efficiently.
Benefits
Competitive Pay
Employee Company Ownership Opportunities
Industry Leading Training Programs
Leadership Development and Career Growth Tracks
Comprehensive and Affordable Benefits Package
Top Workplace with Award Winning Culture
Full Job Description
Groundworks is searching for a skilled Director of Lifecycle Maximization Marketing to join our team in Virginia Beach, VA or Dallas, TX!
The Director, Lifecycle Maximization Marketing, is responsible for designing, executing, and optimizing marketing strategies that drive customer engagement, retention, and lifetime value across the entire customer journey. This role combines data-driven insights with creative execution to ensure customers receive personalized, timely, and impactful communications that deepen loyalty and maximize revenue.
Duties and Responsibilities
Own the customer journey lifecycle: Develop and manage marketing strategies across all stages-acquisition, onboarding, engagement, retention, and reactivation.
Segmentation & personalization: Use behavioral, transactional, and demographic data to build targeted lifecycle campaigns that increase engagement and conversion.
Campaign execution: Create and manage multi-channel lifecycle campaigns (email, SMS, in-app, push, owned channels, paid media retargeting, etc.) with a focus on automation and scalability.
Customer insights: Analyze performance metrics (e.g., churn rate, CLV, engagement rates, repeat purchase rate) to identify opportunities for growth.
Optimization: Conduct A/B and multivariate testing to continuously refine messaging, timing, and channel mix for maximum impact.
Cross-functional collaboration: Partner with operations, sales, analytics, creative, and brand and performance teams to ensure a seamless customer experience across touchpoints.
Customer feedback loop: Lead development and analysis of customer journey research to improve satisfaction and loyalty.
Retention & loyalty programs: Design and optimize retention and rewards initiatives to enhance customer stickiness and reduce churn.
It is an essential function of this job that the employee regularly and reliably reports to work on time each working day.
Qualifications
Bachelor's degree in Marketing, Business, Communications, or a related field (MBA preferred).
10+ years of experience in lifecycle, CRM, retention, or growth marketing.
Proven track record of driving measurable improvements in customer retention, engagement, and lifetime value.
Strong analytical skills and experience with data visualization tools (e.g., Looker, Tableau, Google Analytics).
Hands-on experience with marketing automation and CRM tools at scale (e.g., Braze, Iterable, Salesforce, HubSpot).
Excellent communication skills and a customer-centric mindset.
Ability to manage multiple projects in a fast-paced environment.
This role is both strategic and hands-on, requiring creative thinking, technical expertise, and performance analysis to drive customer engagement and retention. KPI's will include customer conversion and retention, lifetime value, customer engagement, etc.
Working Conditions
Full-time onsite at our Corporate Headquarters in Virginia Beach, VA or Dallas, TX.
The pay range for this role is $145,000-$200,000 based on experience and location.
Occasional periods extended hours during key marketing initiatives or seasonal peaks
Occasional travel for meetings, conferences, or company events
