Customer Lifecycle Marketing Practice Lead

Dentsuaegis; New York (NY); Hybrid; USD 180,000 - 240,000; Full time

Job summary

Merkle is seeking a senior Customer Lifecycle Marketing (CLM) Practice Lead to drive commercial ownership, revenue growth, and pipeline across lifecycle marketing, loyalty, promotions, and first-party data strategy in the US.

The role interfaces with CMOs and VP-level buyers, shaping offers and go-to-market strategies while leading cross-practice initiatives and representing the practice at industry events. This is a leadership role focused on business outcomes rather than delivery management.

Qualifications

• 12+ years of experience in CRM, loyalty, lifecycle marketing, or marketing technology, including leadership roles at a services firm
• Demonstrated track record of owning or co-owning revenue targets and growth in a consulting or agency environment
• Direct experience in loyalty strategy, program design, and data-driven CRM concepts
• Experience with lifecycle marketing platforms (Braze, Salesforce Marketing Cloud, Adobe Journey Optimizer, Iterable, or Klaviyo)

Responsibilities

• Own commercial performance of the CLM practice across four capability pillars: lifecycle marketing, loyalty, promotions, and first-party data/identity
• Develop and maintain the CLM growth plan aligned to GTM priorities and vertical/platform opportunities
• Lead pursuit motions for CLM-led engagements and coordinate cross-practice teams for integrated proposals
• Maintain executive relationships with CLM buyers and sponsor flagship accounts to support retention and expansion
• Develop commercial talent within the CLM practice across four capability pillars

Job description

Job Description:

This is a remote/hybrid opportunity based in the US

The Customer Lifecycle Marketing (CLM) Practice Lead, reporting to the President, Data-Driven Marketing, serves as the commercial owner and market-facing leader of Merkle's CLM practice. This leader operates as a mini-P&L owner across four interconnected capability areas: lifecycle marketing and email/CRM platform execution, loyalty strategy and technology, promotions and gamified experiences, and the first-party data and identity infrastructure that connects them. The role sits at the intersection of go-to-market strategy, offer development, and senior client leadership, and forms one leg of the practice's leadership team.

This is a commercial leadership role, not a delivery management role. It requires the credibility to engage CMOs and VP-level buyers across the full spectrum, from loyalty program economics to first-party data strategy to paid media activation. Success is measured through practice revenue and pipeline growth, win rate, cross-practice attach, and the strength of Merkle's market position in loyalty, lifecycle marketing, and data-driven CRM.

Description & Responsibilities:

Practice Growth & Commercial Ownership

• Own commercial performance of the CLM practice, including revenue, pipeline, forecast accuracy, and margin contribution across all four capability pillars
• Develop and maintain the annual CLM growth plan, aligned to organizational go-to-market priorities and key vertical and platform opportunities
• Approve commercial scope, pricing, and deal economics on CLM-led pursuits, engaging senior sales leadership on larger or cross-practice opportunities

Offer Development & Market Positioning

• Own the CLM offer portfolio across lifecycle marketing, loyalty, promotions, and first-party data/identity, in partnership with strategy and solutions teams
• Articulate Merkle's integrated CLM story to the market: how loyalty strategy, promotions design, journey orchestration, and paid media activation combine into a customer equity growth system
• Maintain external market positioning through analyst relationships, industry events, and published thought leadership on the convergence of loyalty, promotions, and paid media
• Partner with strategy teams to translate platform partner developments into updated offer packages, and represent the practice in partner co-sell conversations

Pursuit Leadership & Commercial Execution

• Lead the CLM-specific pursuit motion across loyalty RFPs, lifecycle marketing retainers, promotions engagements, and first-party data strategy mandates
• Build pursuit teams that draw on the full CLM capability stack to ensure proposals reflect Merkle's integrated breadth
• Coordinate with demand generation and sales teams on origination specific to CLM buyer personas (e.g., VP CRM, VP Loyalty, VP Marketing Technology, Chief Digital Officer)
• Represent the practice at partner events, client advisory boards, and industry conferences as a named commercial voice on loyalty, lifecycle marketing, and data-driven CRM

Senior Client Engagement & Cross-Practice Orchestration

• Maintain executive-level relationships with the CLM practice's primary buying personas across a portfolio of key accounts
• Serve as executive sponsor on flagship CLM accounts, supporting retention, expansion, and reference development
• Bring the CLM practice into integrated pursuits where loyalty, promotions, or first-party data activation is the commercial entry point for broader engagements
• Champion integrated storytelling that connects loyalty program performance to paid media efficiency and customer lifetime value

Talent & Commercial Bench Development

• Identify and develop commercial talent within the CLM practice across all four capability pillars
• Build the next generation of pursuit-capable solutions leads with fluency in loyalty economics, promotions architecture, and first-party data strategy

Qualifications:

• 12+ years of experience in CRM, loyalty, lifecycle marketing, or marketing technology, including a minimum of five years in a commercial, practice leadership, or client partnership role at a services firm
• Demonstrated track record of owning or co-owning a practice revenue target, pipeline number, or growth responsibility in a consulting, agency, or services environment
• Direct experience in loyalty strategy and program design (earn/burn, tiered, coalition, and experiential models), loyalty technology platform selection or implementation (e.g., Salesforce Loyalty, Talon.One, Punchh, or Kognitiv), and program economics including breakage and ROI modeling
• Experience designing or selling promotional strategy, offer architecture, or gamified CRM experiences at scale, including incrementality measurement and offer personalization
• Working knowledge of one or more lifecycle marketing/ESP platforms (Braze, Salesforce Marketing Cloud, Adobe Journey Optimizer, Iterable, or Klaviyo) at the level of scope definition and program performance benchmarking
• Familiarity w