Job Description

The Director of CRM will lead lifecycle and retention strategy for a digital subscription business, driving engagement, retention, reactivation, and overall revenue growth. This role owns CRM planning and execution across email, push, in-app messaging, SMS, social, PR, and on-site personalization, while building scalable automation and testing systems. You’ll work hands-on in a small cross-functional team and partner closely with Product, Growth, Creative, and Customer Service.

Key Responsibilities

• Develop the CRM strategy and roadmap to meet aggressive revenue and membership goals
• Build and optimize lifecycle programs including onboarding, activation, retention, reactivation, renewal, and upsell
• Implement segmentation, personalization, and journey orchestration across all messaging channels
• Lead experimentation using A/B and multivariate testing, analyzing results and driving continuous improvement
• Set and report on CRM KPIs such as churn, retention, LTV, MRR, engagement, and deliverability
• Oversee organic social strategy and PR activity for the full brand portfolio
• Collaborate with creative and product teams to refine messaging, templates, and assets
• Manage the CRM tech stack, customer data tools, integrations, and marketing automation
• Partner with Analytics and Engineering on data quality, instrumentation, and reporting
• Forecast CRM-driven revenue and manage channel budgets
• Ensure compliance with all privacy and deliverability standards

Qualifications

• Proven success leading CRM or lifecycle marketing for subscription or recurring-revenue digital products
• Demonstrated ability to drive measurable growth through CRM initiatives
• Experience managing teams and cross-functional partners
• Strong analytical skills and experimentation experience

Education

• Bachelor’s degree in marketing, business, analytics, communications, or related field, or equivalent experience
• Advanced degree is a plus but not required

Experience

• 10+ years in CRM, lifecycle, retention, or email marketing with at least 3 years in a leadership role
• Experience in subscription-based or membership models
• Hands-on experience with CRM and automation tools such as Iterable
• Experience with analytics and experimentation platforms and familiarity with SQL
• Strong understanding of deliverability and compliance
• Experience scaling personalization and lifecycle journeys

Skills

• Deep knowledge of lifecycle marketing, subscription metrics, and forecasting
• Strong understanding of segmentation, CDPs, and identity resolution
• Ability to build strategy and roadmaps tied to business outcomes
• High technical literacy across CRM, automation, and experimentation tools
• Ability to translate data into campaigns and product improvements
• Strong prioritization, resource planning, and operational scaling skills

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