Sr. Dir, DTC Marketing & Member Growth

We are seeking a data-driven, strategic, and consumer-focused Senior Director of DTC Marketing & Membership Growth to lead all growth, retention, and loyalty marketing efforts across our direct-to-consumer businesses. This role will oversee the strategy and execution of integrated marketing campaigns, customer lifecycle programs, and membership initiatives aimed at driving sustainable growth and maximizing customer lifetime value. Working closely with Portfolio Marketing, Brand Marketing, Revenue, Finance, Product and Technology teams, this leader will play a pivotal role in shaping the customer experience across every touchpoint—awareness, acquisition, onboarding, engagement, retention, and reactivation. Key Responsibilities: 1. Growth Strategy & Acquisition Marketing · Develop and lead the growth strategy for all DTC products and membership businesses, focusing on efficient customer acquisition across digital and traditional channels. · Partner with Portfolio Marketing team on paid media strategy (search, social, programmatic, affiliate, etc.), ensuring campaign performance meets or exceeds CAC and ROI goals. · Partner with Brand Marketing and Creative to develop compelling campaigns that drive awareness, consideration and conversion. · Build scalable acquisition programs and own day-to-day management of strategic partnerships. · Working with product and BI teams, drive full funnel conversion optimization across website and app(s). 2. Lifecycle & Retention Marketing · Lead the development and continuous improvement of the customer lifecycle, from onboarding through renewal and win-back, with tailored messaging and personalized journeys. · Partner with Portfolio Marketing & CRM teams to design and execute multichannel CRM strategies (email, push, in-app, SMS) to deepen engagement and reduce churn. · Partner with the retention and engagement teams to constantly analyze performance data to continuously optimize flows, offers, and segmentation strategies. 3. Loyalty & Membership Program Marketing · Oversee day-to-day marketing of loyalty and membership programs, ensuring alignment with overall business strategy and member value proposition. · Collaborate with Portfolio and other brand marketing teams to drive awareness, understanding and engagement with loyalty programs. · Partner with Product and Insights teams to identify enhancements, develop new features, and track member satisfaction. · Develop go-to-market strategies for new benefits, partnerships, and tier structures. 4. Performance Management & Team Leadership · Define, monitor, and report on KPIs related to acquisition, engagement, retention, and customer LTV. · Lead and mentor a high-performing team of marketers and analysts. · Foster a test-and-learn culture with rapid iteration and data-backed decision-making.