Director of Lifecyle & Growth Marketing

GENERAL SUMMARY

We are seeking a strategic, data-driven Director of Lifecycle & Growth Marketing to scale our email performance and lifecycle programs—positioning email as a primary driver of new memberships, retention, and lifetime value—while building emerging SMS capabilities and leading paid email and direct mail acquisition efforts.

This role is responsible for driving measurable growth, building operational efficiencies, and evolving automation, personalization, and acquisition capabilities over time. Reporting to the SVP of CRM, this leader manages a Marketing Manager and partners cross-functionally to drive personalization, automation, and measurement capabilities in a fast-paced, high-volume, multi-campus environment.

This is a hybrid role, working on site Monday through Wednesday, with additional days as needed.

Our Culture

Our unique culture is at the heart of all we do and is guided by our values and behaviors. It's what we expect of ourselves and each other every day. We call it our “Code of Culture”.

Our Code of Culture includes Our Mantra, Our Actions We Live By, and Pete's Promise:

Our Mantra:

Respect The Past

Accept Responsibility

Pay it Forward

Our Actions We Live By:

Actions We Live By. It's who we are when we step into our full power .

Keep It Real. Always. We need open and honest discussions. We need courage to speak up and to call things out that aren't good enough. And we navigate tough conversations with empathy and grace.

Think Ahead. Be An Owner. Always be proactive, not reactive; be on the front foot. If we want to be an owner of this business, we must act like it!

Stay Humble. Hustle Harder. Show up and do the hard work . Be a gritty, roll-up-your-sleeves kind of crew . Know it's never about one person–we are a part of a powerful team.

One Team. One Voice. Be ONE united team. When we move in the same direction, there are no limits to what we can accomplish.

Be Curious. Ask Why. Stay member curious . We seek to understand, and we never settle. We ask questions to truly understand the core of a matter.

Pete's Promise:

Service Forward

Ruthlessly Consistent

Do the Right Thing

Nothing in this job description restricts management's right to assign or reassign duties and responsibilities to this job at any time.

KEY RESPONSIBILITIES
Email Growth & Lifecycle Strategy

• Develop and execute a comprehensive email marketing strategy optimizing content, cadence, segmentation, and personalization.
• Oversee promotional, transactional, triggered, and automated journeys.
• Lead lifecycle journey mapping, segmentation, automation, and structured A/B testing.
• Drive retention, re-engagement, and cross-sell initiatives.

SMS Strategy & Expansion

• Define and build the long-term SMS strategy as an emerging lifecycle and acquisition channel.
• Establish segmentation, cadence, testing frameworks, and compliance standards.
• Determine optimal role of SMS within the broader channel mix.

Paid Email & Direct Mail Performance

• Develop strategy and oversee execution for paid email and direct mail programs.
• Manage vendor relationships and evaluate ROI and incrementality within allocated budgets.
• Align paid outreach with segmentation and lifecycle priorities.

Automation, Personalization & Martech Evolution

• Own the roadmap for email automation and lifecycle technology capabilities.
• Leverage platforms such as Moveable Ink to drive dynamic personalization and operational efficiency.
• Partner with Analytics and IT to enhance attribution and incrementality measurement.

Deliverability, Compliance & Governance

• Own deliverability strategy including list hygiene, sender reputation, suppression management, and engagement monitoring.
• Ensure compliance with CAN-SPAM, GDPR, and applicable regulations.
• Own cadence governance based on performance data.

Requirements:

MINIMUM QUALIFICATIONS

To perform this job successfully, an individual must be able to perform each primary job function satisfactorily. The requirements listed below are representative of the knowledge, skill and/or ability required. Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions.

QUALIFICATIONS

• 8+ years in lifecycle, growth, CRM, or revenue-focused marketing.
• Proven success driving conversion and revenue impact through owned channels, particularly email.
• Expertise in segmentation, personalization, automation, deliverability, and testing.
• Experience influencing data and measurement strategy.
• Comfortable balancing strategic leadership with hands-on execution in a fast-paced environment.
• Salesforce Marketing Cloud experience preferred.
• Movable Ink experience preferred.

SKILLS & KNOWLEDGE

• Business and Management Principles - Knowledge of business and management principles involved in strategic planning, resource allocation, leadership, and coordination of people and resources. Includes the ability to interpret policy and think globally with an “out of box” perspective to achieve results autonomously.
• Policies and Regulations — Knowledge of company polices, federal, state, and local laws, government regulations and agency rules that pertain to properties managed.
• Sales and Marketing — Knowledge of principles and methods for showing, promoting, and selling services. This includes marketing strategy and tactics, and sales techniques.
• Problem Anticipation/ Deductive Reasoning — Ability to tell when something is wrong or is likely to go wrong and then apply general rules to specific problems to produce answers that make sense. Uses logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems and considers the relative costs and benefits of potential actions to choose the most appropriate one.
• Written Comprehension and Expression — Ability to read, understand and communicate information and ideas in writing so others will understand.
• Oral Comprehension and Expression —Ability to understand and communicate so others can understand ideas and information.
• Computer – Ability to develop and maintain computer records in Word, Excel and other software required by TBCC and regulatory agencies. Ability to develop tracking and report forms in Word and Excel as needed.

WORKING CONDITIONS/ PHYSICAL REQUIREMENTS

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

• This position may interact with outside personnel such as residents and clients, with contact in various forms such as in person, phone and email.
• This is a hybrid role.
• Extreme environmental conditions do not exist.
• It is sometimes necessary to deal with unpleasant or angry people with the need to problem solve difficult situations.
• It is necessary to adapt to a frequently changing environment.
• Sitting and standing is as needed.
• It may be necessary for the position to travel independently to property locations.

JOB DESCRIPTION REVISION

This is not necessarily an exhaustive list of all responsibilities, skills, duties, requirements, efforts or working conditions associated with this job. While this job description is intended to be an accurate reflection of the current job, management reserves the right to revise the job or to require that other or different tasks be performed when circumstances change. This job description replaces all previous descriptions for this position.

An Equal Opportunity Employer The Bay Club Company (“TBCC”) provides equal employment opportunities without regard to race (and all traits historically associated with race, including but not limited to, hair texture and protective hairstyles), color, religion, creed (including, but not limited to, religious dress and grooming practices), sex (including pregnancy, childbirth or related medical conditions, and breastfeeding, and other related medical conditions), sexual orientation and identity, gender, gender identity, gender expression, actual or perceived national origin/ancestry, accent or ability to speak English, age, disability, marital/familial status, source of income, veteran status, citizenship status, political activities or affiliations, medical condition, genetic information, persons with AIDS or AIDS-related condition, or persons who are victims of domestic violence.

Compensation: $155,000.00 - $170,000.00 / year