Lifecycle Maximization Marketing Director

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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.
• Technology & tools: Develop and manage marketing automation platforms (e.g., Cordial, Braze, HubSpot, Salesforce Marketing Cloud, Klaviyo) to execute campaigns efficiently.
• 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

What We Provide

• 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