Director of Lifecycle Marketing

[solidcore] - Arlington, VA

Full-time - Senior

Arlington, VA

About the position

The Director of Lifecycle Marketing at [solidcore] is a strategic leadership role focused on enhancing client engagement, retention, and reactivation through comprehensive client journey initiatives. This position involves developing end-to-end client lifecycle strategies, managing CRM and CDP systems, and collaborating with various teams to implement data-driven marketing campaigns that align with the company's mission and brand identity.

Responsibilities

• Design, execute, and optimize client journeys focusing on seamless onboarding, engagement, retention, and win-back strategies.
• Collaborate with cross-functional teams to develop and implement targeted campaigns that nurture leads and sustain client engagement throughout the lifecycle.
• Oversee the implementation and optimization of CRM platforms (e.g., Braze or Klaviyo) and CDPs to support personalized client communications.
• Create and maintain centralized communication strategies while supporting studio teams with guidance and best practices for localized client engagement.
• Analyze data to assess the effectiveness of lifecycle campaigns, measuring their impact on key metrics such as LTV, churn, and client activation.
• Champion a culture of experimentation through A/B testing and ongoing optimization to enhance results.
• Develop and execute strategies to identify at-risk clients and proactively reduce churn through targeted communications.
• Design win-back initiatives aimed at re-engaging lapsed clients and maximizing long-term revenue potential.
• Lead lifecycle marketing initiatives while collaborating with internal teams to ensure alignment and consistency across touchpoints.
• Mentor and develop team members, fostering an environment of collaboration and high performance.

Requirements

• 7+ years of experience in lifecycle marketing, retention strategies, or CRM management, preferably in the fitness, health & wellness, or subscription-based industries.
• Proven expertise with CRM platforms such as Braze or Klaviyo, and familiarity with customer data platforms.
• Demonstrated success in developing and implementing lifecycle marketing strategies that drive increased client engagement and LTV.
• Strong analytical capabilities, with the ability to translate complex data into actionable insights.
• Ability to work in fast-paced environments, manage multiple projects simultaneously, and collaborate across diverse teams.

Benefits

• Dental insurance
• Paid time off
• Cell phone reimbursement
• Vision insurance
• 401(k) matching