Director of Lifecycle Marketing

About This Role

This role will lead the development and optimization of customer lifecycle marketing execution across Five Star Franchising's brands, responsible for designing and implementing strategies from initial customer touchpoints to loyalty, driving measurable revenue and customer value.

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
• 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
• 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
• Maintain, optimize and own performance metrics across lifecycle channels including conversion rates, customer lifetime value, retention, and ROI

Requirements

• 7+ years experience in lifecycle, CRM, or retention marketing
• 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

Qualifications

• Bachelor’s degree in Marketing, Business, or related field
• 7+ years of experience in lifecycle, CRM, or retention marketing, preferably in multi-location, franchise, or multi-brand environments

Nice to Have

• Advanced degree or certifications
• Franchise, multi-location, or home services marketing experience

Skills

* Required skills