Director of CRM & Lifecycle Marketing

Express Wash Concepts • Etna, OH

1d • Onsite

About The Position

The Director of CRM & Lifecycle Marketing is responsible for leading Express Wash Concepts’ customer relationship marketing, lifecycle communications, and marketing automation platforms to drive predictable membership growth, stronger site ramp performance, improved retention, and long-term customer value across EWC’s five brands. This role owns the strategy, execution, and optimization of EWC’s customer engagement ecosystem— including Salesforce Marketing Cloud and Marketing Cloud Intelligence, CRM data activation, customer journeys, loyalty communications, referral programs, and lifecycle reporting— and ensures digital communications directly support EWC’s Grow, Ramp, and Maintain core objectives. Reporting to the SVP Marketing, this leader partners closely with Operations, Finance, IT, Customer Care, and external development partners to deliver scalable, data-driven programs that increase revenue, improve customer experience, protect recurring income, and support EBITDA at portfolio scale. This role is also expected to proactively evaluate and apply AI-driven tools, trends, and platform capabilities that enhance campaign performance, personalization, operational efficiency, and lifecycle revenue growth.

Requirements

• Bachelor’s degree in Marketing, Business, Information Technology, or related field.
• Strong hands-on experience with Salesforce Marketing Cloud, Marketing Cloud Intelligence or equivalent marketing automation platform(s).
• Deep understanding of CRM, behavior-based lifecycle marketing, retention, and customer journey strategy.
• Ability to translate data into actionable insights and measurable business outcomes.
• Strong project management, prioritization, and cross-functional collaboration skills.
• Excellent written and verbal communication skills.
• High curiosity and demonstrated interest in AI innovation, automation, and modern marketing technology.
• Above-average technical proficiency with Microsoft Office (especially Excel), CRM platforms, analytics tools, and marketing
• 8+ years of progressive experience implementing digital marketing and customer engagement platforms for high-growth, multi-unit organizations.
• Strong familiarity with Salesforce Marketing Cloud, lifecycle automation, and data extraction.
• Strong analytical skills with the ability to translate data into actionable insights.
• Collaborative, high-accountability leader who positively contributes to team culture.
• Ability to travel approximately 15%.

Nice To Haves

• Ability to stand for extended periods at outdoor events.
• Ability to bend, twist and kneel and perform physical tasks related to event setup.
• Must be able to occasionally lift up to 30 pounds.
• Willing and able to travel to sites as needed.

Responsibilities

• Lead CRM and lifecycle marketing strategies supporting new site presales (Founders), grand openings, retail-to-membership conversion, promotions, referral growth, and sports/community partnerships.
• Build and enhance existing automated lead nurture and conversion journeys that increase marketing-qualified opportunities, conversion rates, and cost efficiency.
• Support acquisition programs across five brands while maintaining consistent execution, messaging, personalization, and system integrity.
• Develop segmented prospect campaigns based on geography, behavior, source, and promotional engagement.
• Ensure accurate tracking and reporting of Founders sign-ups, grand opening membership sign-ups, campaign performance, and lifecycle-attributed joins.
• Own the CRM execution of EWC’s standardized new-site ramp playbook, supporting predictable membership growth curves across markets.
• Optimize presale onboarding, first-wash activation, habit lock-in programs, and early lifecycle communications to accelerate ramp performance.
• Build localized communication plans supporting new market launches and focus stores.
• Monitor and report members per site by age cohort, ramp variance vs. target, and percentage of sites on or above ramp curve.
• Support field marketing initiatives through targeted lifecycle tactics that generate incremental traffic and conversion lift.
• Lead lifecycle strategies for declined payment recovery, inactive member re-engagement, cancellation win-back, loyalty engagement, and member retention.
• Protect recurring revenue by improving save rates, reactivation rates, churn trends, and win-back conversion.
• Drive average revenue per user (ARPU) growth through upgrade journeys, tier migration campaigns, and targeted retention communications.
• Ensure retention and revenue initiatives deliver measurable value without overreliance on discounting.
• Develop personalized customer journeys that increase satisfaction, engagement, and long-term membership value.
• Serve as the enterprise business owner of Salesforce Marketing Cloud, Marketing Cloud Intelligence and related lifecycle communication platforms.
• Own Journey Builder, Automation Studio, audience segmentation, CloudPages, email deployment, SMS execution, and campaign QA processes.
• Work with IT to maintain data hygiene, audience integrity, communication governance, and campaign accuracy.
• Partner with IT and vendors to ensure seamless integration across POS, CRM, billing, loyalty, and customer engagement systems.
• Recommend and implement new platform capabilities that improve speed, scalability, targeting, or performance.
• Support the marketing execution of EWC’s Loyalty and Referral Programs across all five brands.
• Integrate loyalty and referral touchpoints into onboarding, upsell, retention, advocacy, and reactivation journeys.
• Partner cross-functionally to ensure accurate customer communication, offer delivery, and reporting logic.
• Help maximize participation, engagement, and ROI from loyalty and referral initiatives.
• Proactively evaluate and leverage AI tools, emerging trends, and platform capabilities that improve lifecycle marketing effectiveness and efficiency.
• Use AI to enhance personalization, predictive targeting, churn mitigation, send-time optimization, content creation, testing, and reporting.
• Identify opportunities to automate repetitive workflows, reduce manual effort, and accelerate campaign deployment speed.
• Pilot and scale practical AI use cases that improve revenue, retention, customer relevance, or cost efficiency.
• Maintain awareness of evolving digital and AI trends to ensure EWC remains innovative and competitive.
• Own lifecycle dashboards and executive reporting supporting monthly business reviews, site accountability, and leadership decision-making.
• Measure and report performance including joins, churn, save rates, reactivation, upgrade conversion, email/SMS KPIs, and campaign ROI.
• Partner with analytics teams to improve dashboard adoption, data completeness, and visibility across Marketing, Operations, IT, and Finance.
• Reduce time-to-launch for campaigns and new-site communications through standardized tools and repeatable processes.
• Ensure data integrity and actionable reporting across all lifecycle programs.
• Support enterprise initiatives including pricing alignments, system migrations, platform enhancements, and customer communication changes.
• Ensure all CRM, email, SMS, loyalty, and lifecycle activities remain compliant with applicable regulations and brand standards.
• Perform additional duties as assigned.

Benefits

• Competitive wages
• Discretionary year-end bonus
• Unlimited Wash Club Membership
• Paid vacation
• Health care benefits: Medical, Vision, Dental, Company-Paid Life, Disability, Accident, Hospital Indemnity, Employee Assistance Program.
• HSA contribution: $1,000/year (with qualifying plan).
• 401k with up to 4% company match.
• Educational reimbursement: Up to $5,250 annually

What This Job Offers

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