Director, CRM & Lifecycle Marketing →

TodayTix Group; Greater London; Hybrid; GBP 90,000 - 120,000; Full time

Benefits offered by this job

Hybrid work environment

Pension match

Tickets to shows and events

Development budget

Job summary

TodayTix Group is seeking a Director of CRM and Lifecycle Marketing to own our CRM program across email, push and SMS for millions of theatre and event-goers. You will set the strategy, drive automation with AI, pilot new channels like WhatsApp, and lead a team responsible for end-to-end lifecycle messaging to maximize repeat purchases and loyalty.

The role requires 8+ years in CRM/messaging, a proven track record of increasing retention and LTV, and hands-on experience with modern platforms

Qualifications

• 8+ years in CRM, lifecycle, or messaging marketing, including team leadership.
• Track record of driving repeat purchase, retention, and LTV in high-frequency business.
• Experience moving from batch campaigns to automated, decisioned messaging with AI.

Responsibilities

• Own the CRM program end to end: strategy and roadmap for email, push and SMS.
• Drive AI-driven Next Best Action and pilot new channels (e.g., WhatsApp).
• Lead lifecycle messaging from onboarding to repeat, winback and loyalty.
• Collaborate with product and data to connect CRM with customer experience.
• Coach and develop the CRM team and establish measurable revenue impact.

Skills

CRM strategy

Team leadership

Lifecycle marketing

AI in marketing

Data-driven

Customer segmentation

Experimentation

Channel diversification

Tools

Iterable

A/B testing

Job description

About TodayTix Group:

TodayTix Group (TTG) is the global e-commerce leader for cultural experiences, designing frictionless discovery and purchase journeys through innovative product design and industry-leading technology. Our portfolio of brands - including TodayTix, New York Theatre Guide, London Theatre, Show-Score, Arthouse, Arthouse London, and Secret Cinema - connect millions of customers with the best in live entertainment.

Powered by vast data and insights, TTG helps theatres, producers, and cultural institutions reach highly engaged audiences and unlock meaningful revenue, transforming how tickets are sold across the world.

In 2025, TTG entered a new chapter as part of MARI, the global events and experiences company powering world-defining live experiences. Together, we’re expanding our reach, deepening our impact, and accelerating a shared vision to redefine the event lifecycle through seamless discovery, purchase, and engagement.

We thrive in a nimble, growth-oriented environment where adaptability, curiosity, and a bias toward action help us stay ahead of the curve. We move quickly, iterate often, and expect everyone to take ownership of their impact - because we're building the future of live events, and there's no script for what comes next.

New joiners are set up for success with a 90-day onboarding journey, complete with clear goals and measurable milestones. We believe feedback fuels growth, so we hold twice-yearly performance reviews focused on impact and development.

Above all, you'll be working alongside a team of collaborative, passionate, and kind humans - people who love theatre and live experiences, and who support each other just as much as they challenge each other to do great work.

We are seeking outstanding applicants of all backgrounds to join our team to bring new voices, talent, and perspectives to the table. We encourage all to apply.

About the Role:

We're looking for a strategic, hands-on Director of CRM and Lifecycle Marketing to own our CRM program, every email, push, and SMS we send to millions of theatre and event-goers, and to lead the team that runs it. CRM is how we turn interest into action across a customer's life with us: getting new customers to their first show, keeping our best customers coming back, and winning back the ones who've drifted. You'll own that messaging end to end and be the person the company trusts on anything CRM.

Our CRM already drives a large share of our business. Now we want to make it one of the smartest, most automated programs out there. We're building toward a Next Best Action model where automation and AI decide the right message, moment, and channel for each customer, at scale. We want someone genuinely energized by that: who sees automation and AI as the core of how a modern CRM program runs, and who will keep pushing what's possible, including piloting new channels and surfaces, like WhatsApp.

This is a role for someone who thrives on full end-to-end ownership. You'll set the strategy, bring the ideas, and run the program without waiting to be told what to do.

If you thrive in a fast-paced, collaborative environment and are energized by data, automation, and building programs that scale, we'd love to hear from you.

This is a full-time role and qualified candidates must be based in the greater New York City or London area. We encourage collaboration by working a minimum of 3 days per week in the office, while also offering flexibility for employees to choose where they work for the rest of the week.

What Success Looks Like:

• Repeat purchase and retention climb among addressable customers.
• More new customers make a first and second purchase, and make it sooner, as onboarding messaging turns a trial into a habit.
• Revenue from CRM channels grows as a share of total and is trusted as incremental, not just attributed.
• A Next Best Action model is live and increasingly automated. The model is choosing the right message, moment, and channel for messages.
• You've become the company's clear owner of CRM: leadership sets the goals, and the strategy, roadmap, and day-to-day calls are yours.

What You'll Do:

• Own the CRM program end to end - set the strategy and roadmap for every email, push, and SMS, generate the ideas that move it forward, and be the person the company trusts to make the call.
• Make AI and automation core - push the program from batch campaigns to an automated, AI-driven Next Best Action model that picks the right message, moment, and channel for each customer.
• Lead full-lifecycle messaging - from user onboarding through repeat, winback, and loyalty, with repeat purchase as the core goal.
• Explore new channels and surfaces - pilot opportunities like WhatsApp and in-app messaging in partnership with product, and scale the ones that work.
• Lead and develop the team - coach the CRM team, prioritize sharply, and raise the bar on both execution and analysis.
• Make CRM provably incremental - establish holdout testing and reporting so the program’s revenue impact is measurable.
• Partner closely with product and data - work hand in glove to connect CRM messaging with the wider customer experience.

Note: This list represents the highest-priority focus areas for this role. Responsibilities will naturally evolve as the business grows and shifts - candidates should expect the scope to develop over time.

We're Looking For Someone With:

• 8+ years in CRM, lifecycle, or messaging marketing, including experience leading and developing a team.
• A track record of driving repeat purchase, retention, and LTV ideally at a marketplace or other high-frequency consumer business.
• Proven experience moving a program beyond batch-and-blast to triggered, automated, decisioned messaging and the appetite to push further with AI.
• Hands-on depth with a modern CRM/messaging platform (we use Iterable) and strong customer segmentation.
• An enthusiasm for leveraging AI and emerging technologies to innovate our CRM strategies and enhance both team and individual productivity.
• Strong analytical rigor. Comfortable defining success metrics, using modern analytics tools, running experiments and tests, and judging true incremental impact
• A full-ownership mindset. You set the agenda rather than wait for direction, and you've run a program where the strategy was yours to define, not just deliver.
• Bonus: A genuine interest in theatre, live events, and the performing arts or experience in an environment with constantly evolving inventory, where what customers can buy is always changing.

Good To Know:

• -Hybrid work environment (blend of in-office and at-home days)
• -Up to 4 weeks per year of flexible 'work from anywhere'
• -Generous pension match
• -Access to a bespoke Pension scheme
• -Complimentary tickets to shows and events
• -Employee Assistance Programme
• -Access to a corporate rate Vitality PMI plan
• -Healthcare cash plan
• -Season Ticket loans
• -Birthday off
• -Three months of fully paid Parental Leave
• -Employee Charity Donation Matching
• -Annual Professional Development Budget
• -Cycle to work scheme
• -Employee Referral Bonus

TodayTix Group is proud to be an equal opportunity employer, committed to fostering a workplace that celebrates diversity and inclusion. We welcome candidates of all backgrounds and do not discriminate based on race, religion, color, national origin, gender, sexual orientation, gender identity or expression, age, marital or veteran status, pregnancy, disability, or any other characteristic protected by law. We are also committed to providing reasonable accommodations for applicants and employees based on their religious practices, mental health, or physical needs.

TTG is dedicated to conducting all aspects of our business ethically and with integrity, in full compliance with the UK Modern Slavery Act 2015. TTG maintains a zero-tolerance approach to modern slavery, human trafficking, forced labour, and any form of exploitation. We extend these high standards to all employees, contractors, partners, and suppliers. Everyone working with or on behalf of TTG must ensure that our operations and supply chains remain free from any practices that could constitute modern slavery or human trafficking.

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