Director, Member Experience & Lifecycle Marketing

What You'll Own • Own the strategy, build, and execution of lifecycle and email marketing programs—including nurture streams, triggered/behavioral campaigns, onboarding sequences, and customer lifecycle communications—aligned to engagement and pipeline goals.

• Build and operate a retention early-warning system, using behavioral signals like login frequency, benefit redemption, and support sentiment to flag at-risk members before they consider canceling. • Personalize retention interventions based on past member behavior, location, and other available data rather than one-size-fits-all outreach. • Own the voice-of-member feedback loop—NPS/CSAT, and themes from support conversations—and act as the internal advocate pushing that feedback into product, benefits, and partnership decisions. • Partner closely with Member Support, the team talking to members daily and surfacing risk and friction signals first. • Track benefit-level performance and friction, identifying which benefits drive renewal versus which generate disproportionate complaints, and work with Partnerships to fix, improve, or retire underperforming ones. • Personally build, configure, and analyze lifecycle email marketing workflows—renewal sequences, at-risk saves, and re-engagement campaigns—from strategy through execution. • Use AI tools to work more efficiently, from speeding up analysis to accelerating campaign and creative production.

What Success Looks Like You'll build a member experience that measurably reduces churn, with:

• A churn-risk model that flags at-risk members early enough to act, with a growing save rate on outreach. • Rising NPS/CSAT scores and a consistent flow of member feedback that gets acted on. • Clear visibility into which benefits drive renewal versus friction, and a track record of fixing or retiring the ones that don't. • Faster time-to-first-value in onboarding, so new members see the value of membership sooner. • A tight, trusted partnership with Member Support that catches risk earlier.

What You Bring • 7+ years in retention, member/customer experience, or lifecycle marketing, ideally at a membership, subscription, or loyalty-driven business

• Hands-on email marketing expertise is required — proven experience personally building, deploying, and analyzing automated email/lifecycle workflows, not just directing an agency or team • HubSpot experience is a strong plus • Comfort working cross-functionally with Support, Partnerships, and Product • Experience building or operating a churn-risk or member health-scoring framework • Proven track record preventing or positively impacting churn by implementing data-driven retention processes and strategies — personalizing interventions based on past member behavior, location, and other available data rather than one-size-fits-all outreach • Fluency with AI tools to work efficiently — using them to speed up analysis, draft and test campaigns faster, and generate or refine design/creative assets • A genuine obsession with the member's experience — someone who treats every piece of feedback as actionable data, not noise