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.
• Experience leading cross-functional planning processes across merchandising, brand, and growth teams.
• Strategic thinker who can translate business priorities into customer communication plans with clear sequencing and measurable outcomes
• Highly analytical; comfortable with revenue data, cohort analysis, LTV modeling, and segmentation reporting
• Strong cross-functional leader who builds alignment across merchandising, brand, growth, and creative teams
• Excellent written and verbal communication skills; able to brief creative teams clearly and present performance to senior leadership
• High ownership mentality with the ability to operate independently and make decisions in a fast-paced environment
• Skilled people manager who develops talent and holds teams accountable to results
• Detail-oriented and operationally disciplined in managing complex, high-volume communication calendars

Nice To Haves

• Platform experience with Klaviyo, Shopify, and mobile engagement tools preferred.
• Alignment with the Grunt Style brand and the Veteran community is a plus.

Responsibilities

• Own the customer communication calendar: 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.
• Lead email, SMS, and push strategy: 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.
• Build and scale lifecycle marketing: 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 loyalty program: 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.
• Oversee subscription program: Develop and optimize subscription program, including onboarding, retention, churn reduction, and upsell; integrate subscription programs into the broader CRM infrastructure.
• Lead integrated marketing coordination: 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.
• Own creative briefing for CRM channels: 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.
• Drive performance and insights: 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.
• Build and lead CRM operations: 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.
• Manage the MarTech stack for CRM channels: 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.
• Other duties as assigned.

Benefits

• Equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion, sex, national origin, age, disability, or genetics.

What This Job Offers

• Job Type: Full-time
• Career Level: Director