Director, CRM & Lifecycle Marketing

Upswell Marketing•Marietta, GA

12h•Hybrid

About The Position

UpSwell Marketing is seeking an entrepreneurial, hands-on Director of CRM & Lifecycle Marketing to build and launch a new CRM practice from the ground up. The director will shape the CRM service offerings, strategy, technology, processes, client programs, and scalable business model, working with leadership, sales, technology, analytics, and client services. Initially, this is a hands-on leadership role focused on strategy, implementation, and early client success, with an opportunity to recruit and lead a team as the practice grows. The role includes developing CRM and lifecycle marketing capabilities, identifying opportunities among existing clients and in new markets, and building repeatable processes that support growth and profitability. The director will design and launch personalized, omnichannel lifecycle programs, use customer data and analytics to improve campaign effectiveness, and establish measurement and optimization practices. The role also supports business development and client relationships, connecting campaign performance to outcomes such as customer lifetime value, retention, incremental revenue, and ROI. This is a full-time, hybrid position based in Marietta, Georgia, requiring two full days in the office each week. Core business hours are 8:00 a.m. to 5:00 p.m., with flexibility as needed for client and business needs. Occasional travel or additional hours may be required.

Requirements

7+ years of experience in CRM, lifecycle marketing, customer retention, loyalty, or related marketing disciplines.
Proven experience building, launching, or significantly scaling a CRM function, capability, or service offering.
Hands-on experience with CRM and marketing automation platforms such as HubSpot, Salesforce Marketing Cloud, OneSignal, or comparable technologies.
Experience developing and executing customer journeys, segmentation strategies, marketing automation, and personalized campaigns.
Strong understanding of first-party data, customer lifecycle measurement, retention strategies, and customer lifetime value.
Demonstrated ability to identify business opportunities, develop scalable solutions, and deliver measurable financial results.
Strong client-facing communication, presentation, and consultative skills.
Entrepreneurial mindset and ability to work independently, solve problems, and build processes where none currently exist.
Bachelor's degree in Marketing, Business, Communications, or a related field, or equivalent professional experience.

Nice To Haves

Experience working with national franchise or multi-location brands, including balancing brand-level marketing strategies with local market execution, is strongly preferred.
Agency experience, particularly in digital marketing, CRM, lifecycle marketing, or integrated marketing services, is strongly preferred.

Responsibilities

Develop and launch UpSwell's CRM and lifecycle marketing capabilities, including service offerings, business cases, pricing recommendations, and a scalable delivery model.
Identify CRM opportunities within the existing client base and in new markets, especially franchise, multi-location, and consumer-focused businesses.
Create a roadmap for pilot programs, demonstrating results, and expanding CRM services across client accounts.
Establish repeatable processes, playbooks, and operational standards to support long-term growth and profitability.
Design and launch lifecycle programs for acquisition, onboarding, engagement, retention, loyalty, cross-sell, and reactivation.
Build personalized, omnichannel marketing strategies across email, SMS, direct mail, paid digital, and other customer touchpoints.
Use first-party customer data, audience segmentation, marketing automation, and predictive analytics to improve campaign effectiveness.
Partner with Technology and Campaign Intelligence teams to develop scalable CRM solutions, integrations, and data capabilities.
Establish testing, measurement, and optimization frameworks to improve client results.
Partner with Sales and Client Services to identify CRM opportunities, support new-business pitches, and develop proposals and scopes of work.
Advise clients on how lifecycle marketing can improve customer engagement, retention, and profitability.
Connect marketing performance to business outcomes, including customer lifetime value, acquisition efficiency, incremental revenue, retention, and ROI.
Help grow CRM into a differentiated, revenue-generating UpSwell service offering.
Identify opportunities to use AI, automation, and emerging technologies to improve personalization, efficiency, and campaign performance.
Develop the processes, resources, and team structure needed to scale the practice.
Recruit, mentor, and lead a high-performing CRM team as the business grows.