Director, Lifecycle Marketing & Growth

IMG Academy•Bradenton, FL

About The Position

IMG Academy is seeking a growth-minded marketing leader to own lifecycle growth for Campus offerings: Boarding School, Camps, and Events, Experiences and Hotel. The Director is accountable for increasing leads, enrollment, and revenue, and for engaging, nurturing, and growing relationships with athletes and families from first lead through purchase, cross-sell, upsell, and re-engagement. The role is embedded on campus and partners with marketing leaders across Online, International, Hotel, and B2B to present IMG Academy as one connected brand. The Director sets Campus lifecycle strategy, audience and channel priorities, growth targets, and annual and multi-year plans, including budget, channel mix, and seasonal calendar. They coordinate lifecycle plans with product marketing leaders responsible for Boarding School, Camps, and Events, Experiences and Hotel, and translate market trends and family decision-making into strategic opportunities. The role develops lead-nurture and conversion strategies using first-party data, Acxiom/Personicx, behavioral signals, lead scoring, and segmentation. It owns customer journeys across email, SMS, app/push, and other owned channels, while partnering with Marketing Automation for technical campaign delivery in SFMC and Data 360. The Director also identifies cross-sell, upsell, cross-promotion, shared-audience, and referral opportunities across Campus and the broader IMG Academy portfolio. The Director owns lifecycle growth KPIs, partners with Analytics on demand forecasting and ROI, tests messaging and offers, uses customer and family insights to improve experience design, manages budget, and collaborates with commercial operations and sales teams on revenue growth and promotional initiatives.

Requirements

7+ years of marketing strategy, growth, or lifecycle experience.
5+ years leading teams and developing senior marketing leaders.
Ability to build marketing strategy and annual plans that translate market insight and business goals into measurable lead, enrollment, and revenue outcomes.
Track record of owning revenue, lead, or enrollment growth and creating synergy across multi-product portfolios and complex customer journeys.
Hands-on expertise with CRM and marketing automation platforms, specifically SFMC and Data 360, and multi-channel journey orchestration across email, SMS, and app/push.
Deep experience in lead nurture, lead scoring, segmentation, personalization, and funnel optimization, including use of third-party appended data such as Acxiom.
Strong analytical skills, including ownership of growth KPIs and ability to turn data into strategic recommendations.
Strong partnership and collaboration skills, with the ability to thrive cross-functionally and influence senior stakeholders.
Exceptional written and verbal communication, storytelling, and presentation abilities.
Highly organized, with the ability to prioritize and manage multiple initiatives and budgets simultaneously.
Passion for youth sports, athlete development, and mission-driven experiential products.

Nice To Haves

Experience in education, experiential products, boarding school, sports or youth sports camps, events, or hospitality marketing.

Responsibilities

Own lifecycle marketing growth for Campus: Boarding School, Camps, and Events, Experiences and Hotel, with accountability for leads, enrollment, and revenue.
Align lifecycle priorities across Campus offerings with the relevant product marketing teams.
Own engagement and nurture across the athlete and family journey, from first lead through purchase, cross-sell, upsell, and re-engagement.
Set Campus lifecycle strategy, including target audiences, channel priorities, and growth targets tied to lead, enrollment, and revenue goals.
Own annual and multi-year Campus lifecycle marketing plans, including budget, channel mix, and seasonal calendar.
Coordinate lifecycle audiences, messaging, and timing with product marketing plans for Events, Experiences and Hotel, Boarding School, and Camps.
Translate market trends, competitor activity, and family youth-sports decision-making into strategic recommendations and growth opportunities.
Develop lifecycle strategies to move Boarding School and Camps prospects from inquiry to qualified demand (MQLs), in partnership with the Director, Campus Marketing.
Use first-party data, Acxiom/Personicx, and behavioral signals to tailor messaging to relevant audience segments.
Own journeys across email, SMS, app/push, and other owned channels that drive actions such as speaking with an advisor, attending an event, booking camp, or applying.
Partner with Marketing Automation on the technical construction and delivery of campaigns in SFMC and Data 360.
Identify cross-sell and upsell opportunities across Campus offerings and the broader IMG Academy portfolio.
Partner with marketing leaders across Online, International, Hotel, and B2B to align strategy, messaging, and campaigns across the portfolio.
Identify and activate cross-promotion, shared-audience, and referral opportunities between Campus and other portfolio businesses.
Ensure IMG Academy presents a connected, consistent brand across customer touchpoints and journeys.
Own lifecycle growth KPIs, including Campus lead volume, MQL creation, nurture conversion, enrollment, revenue, and customer value.
Partner with Analytics to forecast demand and assess ROI; run experiments to test messaging, offers, and positioning.
Use quantitative and qualitative insights, including surveys, behavioral data, and family research, to improve experience design.
Partner with Campus marketing leaders and manage budget.
Collaborate with commercial operations and sales teams to develop and execute revenue-growth strategies and promotional initiatives.