Director of CRM and Lifecycle Marketing

Grunt Style•San Antonio, TX

1d•Onsite

About The Position

Grunt Style is seeking a Director of CRM and Lifecycle Marketing to drive customer retention and own how we communicate with our customers across every direct channel, including email, SMS, push notifications, loyalty, and subscription programs. This is a high-impact leadership role responsible for building a cohesive, revenue-driving customer retention strategy that ties product launches, brand storytelling, and growth initiatives into a unified customer experience. The Director serves as the central orchestrator of how the Grunt Style brand shows up to the customer, owning the full communication calendar, defining engagement strategy across channels, and driving repeat revenue and lifetime value. This role manages a team and operates with significant independence and authority across marketing functions. Success requires equal parts strategic vision and disciplined execution.

Requirements

Bachelor's degree in Marketing, Business, Communications, or a related field.
7 to 10 or more years of experience in CRM, lifecycle marketing, or retention marketing, with DTC or e-commerce experience strongly preferred.
Proven experience owning email and SMS programs at scale, including strategy, segmentation, testing, and performance optimization.
Demonstrated ability to build and manage a multi-channel communication calendar across a complex product and campaign environment.
Experience managing or integrating loyalty and subscription programs as part of a broader CRM strategy.
Strong analytical background; comfortable building and interpreting cohort analyses, LTV models, and campaign performance reports.
Experience managing and developing a team, including setting direction, coaching, and holding team members accountable to goals.
Platform experience with Klaviyo, Shopify, and mobile engagement tools preferred.
Experience leading cross-functional planning processes across merchandising, brand, and growth teams.
Alignment with the Grunt Style brand and the Veteran community is a plus.

Nice To Haves

Alignment with the Grunt Style brand and the Veteran community is a plus.

Responsibilities

Build and govern a multi-channel communication framework that balances revenue generation, brand consistency, and customer experience across email, SMS, and push.
Design and scale end-to-end lifecycle programs that move customers through acquisition, onboarding, retention, and win-back stages.
Analyze campaign performance, customer cohorts, segmentation effectiveness, and send frequency to continuously improve results.
Manage loyalty and subscription programs, including driving program acquisition and minimizing churn.
Lead weekly planning across marketing, merchandising, brand, and growth teams to align all customer-facing initiatives into a single, prioritized plan.
Translate business priorities into clear creative briefs for email, SMS, and push that drive both brand consistency and revenue performance.
Manage and develop CRM team members, setting expectations, and building scalable processes for campaign planning, execution, and calendar management.
Work with revenue data, cohort analysis, LTV modeling, and segmentation reporting to inform calendar decisions and lifecycle improvements.
Build and manage a 30/60/90-day communication calendar across email, SMS, and push; translate product launches, campaigns, and business priorities into structured, sequenced communication plans that define who receives what, when, how often, and how messaging ladders across channels.
Own the strategy and performance of all direct channels; define campaign cadence, segmentation strategy, testing roadmap, and channel mix; continuously optimize revenue per send, conversion rates, engagement, and list health.
Own end-to-end lifecycle strategy across the full customer journey; audit and evolve all lifecycle touchpoints including welcome, post-purchase, win-back, reactivation, and VIP journeys; prioritize initiatives based on revenue impact and customer behavior.
Manage the loyalty program as a core component of the broader customer retention strategy; drive improvements in engagement, redemption, repeat purchase, and customer tiering; ensure loyalty is fully embedded in the communication calendar and customer journey.
Develop and optimize subscription program, including onboarding, retention, churn reduction, and upsell; integrate subscription programs into the broader CRM infrastructure.
Own weekly cross-functional planning across marketing, merchandising, brand, and growth teams; act as the central owner of how all initiatives show up to the customer; align stakeholders around a single, unified plan.
Translate business priorities into prioritized creative briefs for email, SMS, and push; define messaging direction, sequencing, and channel execution; partner with brand and creative teams to ensure output delivers on both brand and revenue goals.
Own CRM channel revenue and forecasting; analyze campaign performance, customer cohorts, segmentation effectiveness, and send frequency impact; use findings to inform calendar decisions, lifecycle improvements, and messaging strategy. Own customer retention analytics, including LTV, retention rates, etc.
Manage and develop team members including email and SMS specialists and loyalty program staff; build scalable processes for campaign planning, calendar management, creative intake, and execution workflows.
Partner with Analytics and IT to evaluate and optimize CRM and marketing automation platforms; ensure the tech stack supports personalization, segmentation, and multi-channel execution at scale.