Senior Director, Lifecycle & CRM

Job description

POSITION SUMMARY The Sr. Director, Lifecycle & CRM owns the customer relationship starting with the first shipment — retention, lifetime value, cross-sell, and loyalty across the entire Ship&Play portfolio. This is an uplevel of the existing Lifecycle & CRM function: the scope expands from single-brand lifecycle execution to a portfolio-wide retention and cross-sell strategy, with a direct report executing day-to-day campaigns and a dotted-line partnership with Growth Intelligence for data and attribution. This role is central to both of Ship&Play's growth engines — deepening the B2B2C relationship loop and building the repeat-customer backbone of the direct B2C engine. KEY RESPONSIBILITIES Set lifecycle and CRM strategy across the full brand portfolio: segmentation approach, campaign roadmap, and messaging cadence. Own retention and lifetime value performance, and the design of loyalty mechanics that lock in long-term behavior. Lead cross-sell strategy connecting ShipSticks golfers, ShipCamps families, and ShipSkis travelers into lifetime Ship&Play customers. Direct the Lifecycle team of Director of Lifecycle and CRM Manager's day-to-day work including partnering on strategic briefs, segmentation, campaign structure/execution, and QA standards. Partner with MarTech & AI Enablement on CRM/ESP platform strategy, testing infrastructure, and the shift to multi-touch attribution. Partner with Brand & Creative on lifecycle/CRM creative standards and campaign briefs. Maintain a dotted-line partnership with Growth Intelligence to ground lifecycle strategy in retention and LTV data. Report on retention, LTV, repeat purchase, cross-sell, and loyalty program performance to the VP, Growth Marketing. Represent the lifecycle/retention perspective in portfolio-wide growth planning alongside Paid, Organic, and MarTech leads. DOMAIN EXPERTISE & QUALIFICATIONS 7+ years in lifecycle marketing/CRM, with at least 2+ years managing a team. Experience owning retention and LTV outcomes across a multi-brand or multi-segment portfolio. Strong command of segmentation, loyalty program design, and CRM/ESP platforms. Braze CRM experience preferred. Comfortable partnering cross-functionally with data, creative, and MarTech stakeholders to drive a shared retention agenda. About Ship Sticks Founded in 2011 with the brand Ship Sticks, we originally focused on offering a concierge experience for traveling golfers, alleviating the need to lug bulky, expensive, damage-prone gear like golf clubs onto airplanes. Over the years, the company has expanded its specialized services through additional sister brands, including Ship Skis and Ship Camps. Our next big brand offering is Ship&Play, where our goal is to make effortless travel a reality. Our white-glove services offer an affordable and reliable alternative to carrying, checking, and claiming luggage or other cumbersome items. Our family of brands specialize in hassle-free, door-to-door shipping of golf clubs, luggage, ski gear, and more across 180 countries worldwide. Where to find our brands: Ship&Play - ShipSticks - ShipSkis - ShipCamps - LuggageFree - ShipGo -