Director - Digital Marketing

 We're looking for a Director of Digital Marketing to lead our CRM, loyalty, membership sales, website, and marketing technology functions. This role owns the digital backbone of the customer experience — from how we acquire and retain members through lifecycle and loyalty programs, to driving membership conversion through our website, to the tech stack that powers it all. You'll bring together strategy, execution, and platform ownership to drive measurable growth in member acquisition, retention, and online revenue.

Key Performance Elements & Essential Functions

•    Own the CRM strategy and roadmap, including email, SMS, push, and other owned channels across the full member lifecycle (acquisition, onboarding, retention, win-back, renewal)

•    Build and optimize segmentation, personalization, and automation strategies to drive engagement, conversion, and lifetime value

•    Partner with analytics to define and track key CRM KPIs (open/click rates, retention, renewal rate, LTV)

•    Lead strategy and day-to-day management of the loyalty program, including tiering, rewards structure, and member communications

•    Identify opportunities to grow engagement and deepen value perception among loyalty members, in coordination with the core membership program

•    Partner with finance on program economics and ROI

•    Own the website as our primary membership sales channel — driving traffic, conversion, and sign-up volume through on-site marketing, offers, and user experience

•    Partner with product/UX teams on the membership sign-up funnel, pricing/offer presentation, and checkout experience to minimize friction and maximize conversion

•    Own the testing roadmap (A/B and multivariate) for the membership funnel, landing pages, and promotional offers

•    Track and report on membership funnel performance (traffic, conversion rate, cost per acquisition, sign-up volume) and partner with analytics to identify optimization opportunities

•    Own the company website(s) as a marketing and membership-sales channel — content, performance, SEO health, and uptime/reliability in partnership with IT

•    Set the roadmap for site enhancements, landing pages, and content updates in collaboration with creative and brand teams

•    Ensure consistent brand and UX standards across all web properties

•    Own the marketing technology stack (CRM/ESP, CDP, personalization, testing, loyalty, membership/billing integrations, and analytics platforms), including vendor selection, integration, and governance.

•    Partner with IT/data teams to ensure clean data flow, identity resolution, and compliance (CCPA/GDPR) across platforms.

•    Evaluate and implement new tools to improve efficiency, personalization, and measurement capabilities.

•    Build, lead, and develop a team spanning CRM, loyalty, membership/web conversion, and MarTech functions

•    Partner closely with brand, performance marketing, IT, product, and analytics teams to ensure digital initiatives support broader marketing and business goals

•    Manage budget and vendor/agency relationships across all owned functions

•    Report performance, insights, and roadmap progress to senior leadership

Requirements & Desired Traits

•    10+ years in digital marketing, with direct experience owning CRM, loyalty, or membership/subscription acquisition in a consumer environment

•    Proven success building and scaling lifecycle/CRM programs that drive measurable retention and renewal impact

•    Experience managing loyalty programs and understanding program economics

•    Strong grasp of subscription/membership funnel optimization (conversion, pricing/offer testing, checkout experience) and website/content management

•    Hands-on experience owning or managing a marketing technology stack (ESP/CRM platforms, CDP, testing tools, analytics, billing/membership integrations)

•    Data-driven decision-making skills; comfortable working with analytics teams on dashboards, attribution, and reporting

•    Strong people leadership experience managing multi-disciplinary teams

•    Excellent cross-functional collaboration and communication skills, with experience presenting to senior leadership

•    Experience managing budgets and external vendor/agency relationships

•    Experience with specific platforms (e.g., Hubspot, Adobe Commerce, etc.) 

•    Background in subscription, membership, or recurring-revenue business models

•    Familiarity with loyalty program platforms and personalization/CDP tools

•    SEO and site/funnel performance optimization experience