Director of Lifecycle Marketing

[solidcore]•Arlington, VA

About The Position

We’re looking for a strategic and data-driven Director of Lifecycle Marketing to architect how we engage, retain, and reactivate clients across their journey with [solidcore]. This role sits at the intersection of marketing, data, and operations - owning all onboarding, CRM, retention, upsell, push, SMS, and loyalty programs. You’ll lead a team that brings personalization to scale, using data and behavioral insights to drive long-term loyalty and lifetime value.

Requirements

7+ years in lifecycle, retention, or CRM marketing (fitness, subscription, or multi-location retail experience preferred).
Expertise in CRM/CDP platforms (Klaviyo, Iterable, Braze, Segment, or similar).
Proven ability to design journeys that improve LTV, reduce churn, and enhance client experience.
Analytical fluency - you can translate complex data into actionable storytelling.
Experience collaborating with analytics, product, and creative teams to drive outcomes.
A bias for iteration and improvement - you test, measure, learn, and scale what works.

Nice To Haves

Expertise in building custom-built journeys and dynamic content that adapt to client behavior and lifecycle stage is a strong plus.

Responsibilities

Build and own the full client lifecycle from pre-first class to loyal member: onboarding, engagement, upsell, churn prevention, and win-back.
Partner with studio and sales teams to ensure communications and offers are aligned with in-studio experience and revenue goals.
Map journeys by persona and behavioral trigger, using real-time data to personalize outreach and timing.
Lead strategy and execution across email, SMS, and push channels using tools like Klaviyo and CDPs.
Build audience segments, automations, and campaign frameworks that drive measurable impact on LTV and retention.
Implement advanced lifecycle tools (predictive churn, AI copy testing, NPS feedback loops) with analytics and engineering partners.
Partner with Analytics and Data Science to identify drop-off points and opportunity gaps across the client journey.
Develop a testing roadmap across channels (subject lines, cadence, incentives, creative) and measure against control groups.
Translate insights into playbooks and repeatable frameworks for studio and marketing teams.
Design retention and loyalty programs that recognize engagement, frequency, and spend.
Build win-back strategies to re-engage dormant clients through tailored content and offers.
Collaborate with Brand and Digital Product to deliver consistent storytelling and experience across every client touchpoint.
Partner with Field Operations to ensure CRM campaigns support local priorities and business goals.
Mentor team members and foster a test-and-learn, performance-driven culture.