Director of Lifecycle Marketing

Five Star Franchising LLC • Springville, UT

16d

About The Position

The Director of Lifecycle Marketing will serve as the strategic and executional leader responsible for designing, building, and optimizing customer lifecycle marketing execution across Five Star Franchising’s portfolio of brands and 1,500+ locations. This role owns the strategy, systems, and performance of customer and lead journeys, from first touch to repeat service, reactivation, and loyalty; ensuring every interaction drives measurable revenue and customer value.

Reporting to the Sr. Director of Marketing, this role will lead the development of scalable lifecycle frameworks, automation systems, and data-driven campaigns across email, SMS, CRM, and marketing technology platforms. The Director will work cross-functionally with brand leaders, marketing directors, marketing managers, specialists, operations, franchise owners, and technology partners to create a unified lifecycle engine that improves lead conversion, increases customer lifetime value, and strengthens retention across all brands. This position begins as a strategic and execution-focused leadership role with high cross-functional ownership.

Requirements

• 7+ years of experience in lifecycle, CRM, or retention marketing, preferably in multi-location, franchise, or multi-brand environments.
• Proven experience designing and optimizing full-funnel customer journeys and marketing automation systems.
• Deep expertise in CRM and lifecycle platforms (HubSpot, Klaviyo, or similar).
• Strong analytical and performance-marketing mindset with experience managing KPIs tied to revenue and retention.
• Experience managing complex cross-functional initiatives across multiple brands or business units.
• Excellent communication, leadership, and executive presentation skills.
• Bachelor’s degree in Marketing, Business, or related field; advanced degree or certifications a plus.

Nice To Haves

• Franchise, multi-location, or home services marketing experience strongly preferred.

Responsibilities

• Define and lead lifecycle marketing strategy across all brands, covering lead nurture, conversion, retention, win-back, and loyalty.
• Design and implement full-funnel customer journey frameworks that align marketing, sales, and operations.
• Establish lifecycle playbooks and standards that can scale across 1,500+ franchise locations while allowing for brand-level customization.
• Identify key revenue-driving opportunities across the lifecycle and prioritize initiatives based on business impact.
• Identify and implement cross sell opportunities between Five Star Brands.
• Own lifecycle marketing technology stack including CRM, email/SMS platforms, automation tools, creative tools, and integrations.
• Lead architecture and implementation of automated journeys, segmentation frameworks, and behavioral triggers.
• Partner with data and technology teams to ensure clean data flow, accurate attribution, and reporting across platforms.
• Continuously evaluate and implement new tools and AI-driven solutions to improve efficiency, personalization, and performance.
• Oversee development and execution of lifecycle campaigns across email, SMS, and CRM channels.
• Implement testing strategies (A/B and multivariate) to optimize subject lines, messaging, timing, creative, and offers.
• Develop segmentation strategies that increase personalization and improve conversion and retention rates.
• Maintain, optimize and own performance metrics across lifecycle channels including conversion rates, customer lifetime value, retention, and ROI.
• Establish lifecycle KPIs and dashboards to measure performance across all brands and locations.
• Analyze campaign and journey performance to identify optimization opportunities and revenue impact.
• Provide regular executive-level reporting on lifecycle performance, insights, and growth opportunities.
• Partner with finance and brand teams to align lifecycle initiatives with revenue goals and forecasting.
• Partner with brand marketing leaders, digital teams, and franchise owners to align lifecycle strategy with local and national growth goals.
• Develop scalable templates, playbooks, and best practices for franchise adoption.
• Collaborate with operations and customer experience teams to ensure lifecycle messaging aligns with service delivery.
• Serve as a lifecycle subject-matter expert across the organization, educating stakeholders on strategy, systems, and performance.

What This Job Offers

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