Vice President of CRM, Lifecycle & Automation

This position is listed on behalf of a partner company, who manages all applications and next steps. Our partner is looking for a Vice President of CRM, Lifecycle & Automation based in United States.

This is a newly created executive-level role responsible for building and owning the CRM, lifecycle, and marketing automation engine for a growing B2C organization. Your north star will be long-term customer lifetime value (LTV), with responsibility for translating strong retention fundamentals and recurring revenue into further growth. You will operate as a highly senior individual contributor, combining strategic ownership with hands-on execution across lifecycle programs, data, automation, and personalization. The role spans email, SMS, retention, winback, cross-sell, reactivation, direct mail, customer communications, and automated reputation programs. Because customer interactions extend into branches, call centers, and field teams, the signals and programs you build will influence actions well beyond digital channels. This is a greenfield opportunity for a technically strong, data-driven leader who can build quickly, use AI in production, and shape the future of the customer lifecycle.

Accountabilities:

• LTV Strategy: Own long-term customer lifetime value as the core KPI and establish the lifecycle and retention strategy required to improve it, including cancellation and winback timing, approaches, and measurement.
• Lead Scoring & Personalization: Build lead scoring and customer signals that drive action across email, SMS, call centers, local sales teams, and field operations, while operationalizing segmentation and personalization to reach customers with the right message at the right time.
• Lifecycle Programs: Design, build, launch, and optimize email and SMS customer journeys covering retention, prepay, cross-sell, reactivation, referral, and winback initiatives.
• CRM & Marketing Automation: Own marketing automation and administration across modern CRM and engagement platforms, including Braze and CDP capabilities, while managing customer data, audiences, segmentation, and suppression.
• Data & Trigger Infrastructure: Identify gaps in required event streams, define minimum viable data requirements, and partner with Technology and data engineering teams to establish reliable triggers and pipelines.
• Customer Experience Automation: Develop automated notifications that improve the service experience, including appointment and scheduling communications, reminders, and post-service notifications.
• AI & Automation: Embed AI into lifecycle flows, reporting, personalization, and creative generation, identifying opportunities to automate and improve the customer journey.
• Reputation & Direct Mail: Build an automated review-generation engine and establish direct-mail strategies for retention and winback, working with growth leadership to activate those programs.
• Measurement & Optimization: Measure lifecycle performance based on meaningful commercial outcomes such as appointments, purchases, retention, and LTV rather than relying primarily on engagement metrics such as opens and clicks. Establish NPS and CSAT measurement with closed-loop learning.
• Cross-Functional Leadership: Partner closely with Growth, Brand and Integrated Marketing, Technology, Sales, Operations, and Finance to translate the lifecycle strategy into coordinated business action and accurate LTV measurement.
• Execution & Scaling: Personally drive strategy and execution while leveraging contractors, agencies, and existing platform support. Over time, expand CRM and lifecycle ownership across a broader portfolio of more than 20 lawn-care-focused brands, with additional support as the scope grows.

Requirements

• Experience: 8+ years in retention, lifecycle, loyalty, subscriber, or comparable B2C marketing, with experience operating at Senior Director, VP, or equivalent leadership level.
• LTV & Retention Results: Demonstrated, quantifiable success improving a primary LTV or retention metric at scale through cross-sell, upsell, prepay, reactivation, referral, winback, or related programs.
• Lifecycle Program Expertise: Deep hands-on experience designing and building email and SMS journeys, segmentation, personalization, retention programs, and customer lifecycle strategies.
• Data & Technology: Strong technical and analytical capabilities, including the ability to work directly with data in Snowflake, build audiences, understand event streams, and partner effectively with data engineering teams to create reliable marketing pipelines.
• MarTech Expertise: Hands-on experience with enterprise CRM platforms such as Salesforce or Microsoft Dynamics and modern engagement platforms such as Braze, Klaviyo, or Iterable.
• AI in Production: Experience using AI beyond experimentation, including deploying AI to automate lifecycle flows, reporting, personalization, creative generation, or other production marketing processes.
• Analytical Mindset: Deep understanding of lifetime value, cohorts, retention, funnel conversion, incrementality, and performance measurement, with a strong ability to turn data into commercial decisions.
• Multi-Location Experience: Experience in a B2C, multi-location, field-based, or service-oriented business is highly advantageous. Experience with review-generation or reputation automation is also a plus.
• Project Management: Strong organizational and project-management skills, with the ability to manage multiple lifecycle programs simultaneously while maintaining attention to detail and execution quality.
• Executive Communication: Excellent written and verbal communication skills, including experience presenting strategies, performance, and recommendations to executive stakeholders.
• Cross-Functional Collaboration: Proven ability to work effectively across Technology, Data, Sales, Marketing, Operations, and Finance while aligning diverse stakeholders around shared commercial outcomes.
• Leadership Approach: Treats LTV like a personal P&L, thinks across the entire customer journey rather than a single channel, ships and tests quickly, and brings a clear strategic point of view grounded in customer behavior.
• Working Style: Comfortable functioning as a highly senior individual contributor who owns both strategy and execution, creates lightweight processes, operates with low ego, and thrives in ambiguity, rapid change, and high-growth environments.
• Education: Bachelor's degree required.

Benefits

• Salary: $200,000-$240,000 per year.
• Incentives: Annual bonus and equity opportunities.
• Work Arrangement: Full-time, permanent, exempt position that is fully remote within the United States.
• Executive Scope: Directly reports to the Chief Growth Officer and offers significant autonomy to establish a new CRM, lifecycle, and marketing automation function.
• Greenfield Opportunity: Build a lifecycle and CRM engine from the ground up within a data-rich, high-growth environment with the ability to move quickly and make meaningful strategic decisions.
• Technical Environment: Work with modern platforms and data infrastructure including Braze, Dynamics, CDP capabilities, Snowflake, and broader marketing automation technologies.
• Scale & Growth: Opportunity to eventually expand CRM and lifecycle responsibility across a portfolio of 20+ brands, with additional support as the function grows.
• Flexible Execution Model: Access to contractor and agency support, including existing platform expertise, while retaining significant ownership over strategy and execution.