Director of Lifecycle Marketing

Lucky Strike Entertainment; Miami (FL); On-site; USD 140,000 - 200,000; Full time

Job summary

Lucky Strike Entertainment is seeking a Director of Lifecycle Marketing to build and lead the strategy turning first-time guests into loyal fans. Reporting to the Chief Digital Officer, this leader owns CRM and omnichannel programs from acquisition through win-back to grow visit frequency and guest lifetime value.

You will own the lifecycle roadmap, craft personalized journeys across email, SMS, push, and paid media, and collaborate with cross-functional teams to align campaigns with promotions

Qualifications

• Bachelor's degree in Marketing, Business, or a related field; MBA a plus.
• 8+ years of lifecycle, CRM, or retention marketing experience, including 3+ years leading teams.
• Proven record of growth through personalization and lifecycle programs in hospitality, entertainment, restaurants, retail, or other multi-location brands.
• Hands-on expertise with CRM/marketing automation platforms (e.g., Salesforce Marketing Cloud, Braze, Klaviyo, Iterable) and customer data platforms.
• Strong analytical skills, with fluency in SQL, BI tools, and test-and-learn measurement.
• Excellent communication, cross-functional leadership, and executive presence; comfortable on-site at corporate office and visiting centers.

Responsibilities

• Own the end-to-end customer lifecycle strategy across acquisition, onboarding, engagement, retention, and win-back.
• Build and manage the CRM roadmap and omnichannel program with personalized journeys.
• Develop segmentation and propensity models with Data and Analytics to grow visits and loyalty.
• Plan and run testing (A/B and multivariate) with KPIs like retention and CLV.
• Coordinate with Operations, Events, F&B, Brand, and Revenue teams for campaigns and promotions.
• Manage martech and CRM platforms, vendors, data quality, deliverability, and privacy/compliance.
• Report performance to executive leadership and translate data into recommendations.
• Lead, coach, and develop a team of lifecycle, CRM, and email/SMS marketers.

Skills

Lifecycle marketing

CRM

Retention marketing

Team leadership

Data-driven decision making

Executive communication

Education

Bachelor's degree in Marketing/Business

MBA

Tools

Salesforce Marketing Cloud

Braze

Klaviyo

Iterable

CDP / Customer data platforms

Job description

The Director of Lifecycle Marketing builds and leads the strategy that turns first-time guests into loyal, repeat Lucky Strike fans. Reporting to the Chief Digital Officer, this leader owns CRM and omnichannel programs from acquisition through win-back, using data and testing to grow visit frequency, retention, and guest lifetime value.

What You'll Do

• Own the end-to-end customer lifecycle strategy across acquisition, onboarding, engagement, retention, and win-back for bowling, entertainment, events, and loyalty programs
• Build and manage the CRM roadmap and omnichannel program (email, SMS, push, and paid/owned media) with personalized, behavior-triggered journeys
• Develop segmentation, audience, and propensity models with Data and Analytics to grow visit frequency, spend per guest, and membership/pass participation
• Plan and run testing and experimentation (A/B and multivariate) with clear KPIs: retention, repeat rate, CLV, and incremental revenue
• Partner with Operations, Events, Food & Beverage, Brand, and Revenue teams to align lifecycle campaigns with center capacity, promotions, and seasonal demand
• Manage martech and CRM platforms, vendors, and agency partners; ensure data quality, deliverability, and privacy/compliance (CAN-SPAM, TCPA, CCPA)
• Report performance to the Chief Digital Officer and executive leadership, translating data into clear recommendations
• Lead, coach, and develop a team of lifecycle, CRM, and email/SMS marketers

What You'll Bring

• Bachelor's degree in Marketing, Business, or a related field; MBA a plus
• 8+ years of lifecycle, CRM, or retention marketing experience, including 3+ years leading teams
• Proven record of driving measurable growth through personalization and lifecycle programs, ideally in hospitality, entertainment, restaurants, retail, or other multi-location consumer brands
• Hands-on expertise with CRM/marketing automation platforms (e.g., Salesforce Marketing Cloud, Braze, Klaviyo, Iterable) and customer data platforms
• Strong analytical skills, with fluency in SQL, BI tools, and test-and-learn measurement
• Excellent communication, cross-functional leadership, and executive presence; comfortable working on-site at the corporate office and occasionally visiting centers