Director of Lifecycle Marketing

Job Description

On-Site | Miami, FL

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Summary

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The Director of Lifecycle Marketing builds and leads the strategy that turns first-time guests into loyal, repeat Lucky Strike fans. Reporting to the Chief Digital Officer, this leader owns CRM and omnichannel programs from acquisition through win-back, using data and testing to grow visit frequency, retention, and guest lifetime value.

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What You'll Do

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• Own the end-to-end customer lifecycle strategy across acquisition, onboarding, engagement, retention, and win-back for bowling, entertainment, events, and loyalty programs

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• Build and manage the CRM roadmap and omnichannel program (email, SMS, push, and paid/owned media) with personalized, behavior-triggered journeys

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• Develop segmentation, audience, and propensity models with Data and Analytics to grow visit frequency, spend per guest, and membership/pass participation

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• Plan and run testing and experimentation (A/B and multivariate) with clear KPIs: retention, repeat rate, CLV, and incremental revenue

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• Partner with Operations, Events, Food & Beverage, Brand, and Revenue teams to align lifecycle campaigns with center capacity, promotions, and seasonal demand

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• Manage martech and CRM platforms, vendors, and agency partners; ensure data quality, deliverability, and privacy/compliance (CAN-SPAM, TCPA, CCPA)

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• Report performance to the Chief Digital Officer and executive leadership, translating data into clear recommendations

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• Lead, coach, and develop a team of lifecycle, CRM, and email/SMS marketers

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What You'll Bring

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• Bachelor's degree in Marketing, Business, or a related field; MBA a plus

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• 8+ years of lifecycle, CRM, or retention marketing experience, including 3+ years leading teams

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• Proven record of driving measurable growth through personalization and lifecycle programs, ideally in hospitality, entertainment, restaurants, retail, or other multi-location consumer brands

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• Hands-on expertise with CRM/marketing automation platforms (e.g., Salesforce Marketing Cloud, Braze, Klaviyo, Iterable) and customer data platforms

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• Strong analytical skills, with fluency in SQL, BI tools, and test-and-learn measurement

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• Excellent communication, cross-functional leadership, and executive presence; comfortable working on-site at the corporate office and occasionally visiting centers

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