Director, CRM & Lifecycle Marketing

UpSwell LLC; Marietta (GA); Hybrid; USD 140,000 - 190,000; Full time

Benefits offered by this job

Hybrid work environment

Medical, dental, vision insurance

401(k) with company matching

Paid time off and holidays

Professional development

Job summary

UpSwell Marketing is seeking a hands-on Director of CRM & Lifecycle Marketing to build a new CRM practice from the ground up. You will shape service offerings, strategy, pricing, and delivery, partnering with leadership across sales, tech, analytics, and client services to turn data into personalized, measurable experiences.

You’ll personally design lifecycle programs, lead a growing team, and drive revenue growth while leveraging AI, automation, and emerging tech to improve personalization and

Qualifications

• 7+ years of experience in CRM, lifecycle marketing, retention, or related marketing disciplines.
• Proven experience building or scaling a CRM function or service offering.
• Strong hands-on experience with CRM platforms like HubSpot, SFMC, or OneSignal.

Responsibilities

• Develop and launch UpSwell's CRM and lifecycle marketing capabilities and scalable delivery model.
• Identify opportunities within existing clients and new markets, including franchise and multi-location brands.
• Create a roadmap for pilot programs, demonstrable results, and expanding CRM services.
• Establish repeatable processes, playbooks, and standards for long-term growth and profitability.
• Design and launch customer journeys across acquisition, onboarding, engagement, retention, and loyalty.
• Build omnichannel strategies integrating email, SMS, direct mail, and paid digital channels.
• Leverage first‑party data, segmentation, automation, and predictive analytics to improve campaigns.
• Collaborate with Technology and Campaign Intelligence teams to create scalable CRM solutions.

Skills

CRM strategy

Lifecycle marketing

Entrepreneurial mindset

Project management

Presentation skills

Independent work

Communication

Education

Bachelor's degree in Marketing, Business, Communications, or related field

Tools

HubSpot

Salesforce Marketing Cloud

OneSignal

Job description

Description

Build the Future of CRM at UpSwell Marketing

UpSwell is a fast-growing marketing agency helping businesses across the country grow through innovative direct mail and digital marketing solutions. As a five-time Best and Brightest Company to Work For, we're proud of the talented people, collaborative culture, and entrepreneurial spirit that make UpSwell a great place to build a career.

We're looking for an entrepreneurial, hands‑on Director of CRM & Lifecycle Marketing to build and launch a new CRM practice from the ground up. This is a unique opportunity to create something new—not simply manage an existing department. You'll shape our CRM service offerings, develop the strategy, establish the technology and processes, launch client programs, and build a scalable, profitable business within our agency. You'll work closely with our leadership, sales, technology, analytics, and client services teams to turn customer data into personalized, measurable marketing experiences. As the practice grows, you'll have the opportunity to build and lead your own team.

We're looking for someone who combines strategic vision with hands‑on execution, thrives in an entrepreneurial environment, and has a proven track record of turning ideas into successful, revenue‑generating programs.

What You Will Do

Build & Launch Our CRM Practice

• Develop and launch UpSwell's CRM and lifecycle marketing capabilities, including service offerings, business cases, pricing recommendations, and a scalable delivery model.
• Identify opportunities within our existing client base and new markets, with a focus on franchise, multi‑location, and consumer‑focused businesses.
• Create a roadmap for launching pilot programs, demonstrating results, and expanding CRM services across client accounts.
• Establish repeatable processes, playbooks, and operational standards that support long‑term growth and profitability.

Develop & Execute CRM Strategies

• Personally design and launch customer lifecycle programs focused on acquisition, onboarding, engagement, retention, loyalty, cross‑sell, and reactivation.
• Build personalized, omnichannel marketing strategies integrating email, SMS, direct mail, paid digital, and other customer touchpoints.
• Leverage first‑party customer data, audience segmentation, marketing automation, and predictive analytics to improve campaign effectiveness.
• Partner with our Technology and Campaign Intelligence teams to develop scalable CRM solutions, integrations, and data capabilities.
• Establish testing, measurement, and optimization frameworks to continuously improve client results.

Drive Business Growth & Client Success

• Partner with Sales and Client Services to identify CRM opportunities, support new‑business pitches, and develop proposals and scopes of work.
• Serve as a trusted CRM expert, helping clients understand how lifecycle marketing can improve customer engagement, retention, and profitability.
• Translate marketing performance into meaningful business outcomes, including customer lifetime value, acquisition efficiency, incremental revenue, retention, and ROI.
• Help grow CRM into a differentiated, revenue‑generating service offering for UpSwell.

Build for the Future

• Initially serve as a hands‑on leader, personally driving strategy, implementation, and early client success.
• Identify opportunities to leverage AI, automation, and emerging technologies to improve personalization, efficiency, and campaign performance.
• Develop the processes, resources, and team structure needed to scale the practice.
• Recruit, mentor, and lead a high‑performing CRM team as the business grows.

Requirements

• 7+ years of experience in CRM, lifecycle marketing, customer retention, loyalty, or related marketing disciplines.
• Proven experience building, launching, or significantly scaling a CRM function, capability, or service offering.
• Strong hands‑on experience with CRM and marketing automation platforms such as HubSpot, Salesforce Marketing Cloud, OneSignal, or comparable technologies.
• Experience developing and executing customer journeys, segmentation strategies, marketing automation, and personalized campaigns.
• Strong understanding of first‑party data, customer lifecycle measurement, retention strategies, and customer lifetime value.
• Experience working with national franchise or multi‑location brands, including balancing brand‑level marketing strategies with local market execution, strongly preferred.
• Agency experience, particularly in digital marketing, CRM, lifecycle marketing, or integrated marketing services, strongly preferred.
• Demonstrated ability to identify business opportunities, develop scalable solutions, and deliver measurable financial results.
• Strong client‑facing communication, presentation, and consultative skills.
• An entrepreneurial mindset with the ability to work independently, solve problems, and build processes where none currently exist.
• Bachelor's degree in Marketing, Business, Communications, or a related field, or equivalent professional experience.

Why Join UpSwell?

At UpSwell, you'll have the opportunity to make a meaningful impact at a growing agency that values innovation, collaboration, and results. We offer:

• A true builder opportunity — create and shape a new business capability with visibility across the organization.
• Hybrid work environment — flexibility with opportunities for in‑person collaboration.
• Competitive compensation and opportunities for professional growth.
• Comprehensive benefits package, including medical, dental, and vision insurance.
• 401(k) retirement plan with company matching.
• Paid time off and company holidays.
• Professional development and learning opportunities.
• A collaborative, team‑oriented culture where new ideas are encouraged and individual contributions matter.
• Company events, employee recognition programs, and opportunities to connect across teams.

Work Arrangement

This is a full-time, hybrid position based in Marietta, Georgia, requiring two full days in the office each week. Core business hours are 8:00 a.m. to 5:00 p.m., with flexibility as needed to support client and business needs. Occasional travel or additional hours may be required.

Ready to Build Something Great?

If you're an experienced CRM leader who loves creating something from the ground up, thrives on turning strategy into execution, and wants to help shape the future of a growing marketing agency, we'd love to meet you.

UpSwell is proud to be an Equal Opportunity Employer. We celebrate diversity and are committed to creating an inclusive environment for all employees. We do not discriminate on the basis of race, color, religion, sex, sexual orientation, gender identity or expression, national origin, age, disability, veteran status, or any other legally protected status.