Growth Director, Retention Marketing & CRM

Applied Labs; Walnut Creek (CA); On-site; USD 150,000 - 200,000; Full time

Job summary

VICI is seeking a Director of Retention Marketing & CRM to own the end-to-end customer journey across email, SMS, app, and web push, driving retention, loyalty, and repeat purchases.

You will lead a small team and collaborate across Ecommerce, Social, and Paid Media to deliver a cohesive brand narrative and promotion calendar. Strong emphasis on data-driven decision making and scalable testing strategies.

Qualifications

• 8+ years of direct-to-consumer marketing experience in lifecycle and retention marketing.
• Proven experience owning loyalty program strategy and performance, including enrollment, utilization, and tier progression.
• Experience managing a high-volume email/SMS program with complex, layered segmentation preferred.
• Demonstrated ownership of program performance with targets, reporting, and data-driven adjustments.
• Experience monitoring email/SMS deliverability and regulatory compliance (CAN-SPAM, TCPA).
• Hands-on ESP and SMS platform experience.

Responsibilities

• Own end-to-end retention and loyalty programs across email, SMS, app, and web push.
• Develop and manage testing roadmap across lifecycle, winback, and loyalty programs.
• Build winback strategies to reduce churn and recover revenue.
• Lead end-to-end email and SMS campaigns with complex segmentation.
• Improve purchase frequency and lifetime value through lifecycle campaigns.
• Oversee loyalty program structure, enrollment, rewards, and promotions calendar.
• Utilize sales and campaign data daily to drive revenue and retention KPIs.
• Collaborate with Ecommerce, Social, and Paid Media to deliver cohesive brand narratives.
• Manage ESP, SMS, and loyalty technology vendors.
• Lead and develop a team of two; set objectives and monitor progress.

Skills

Lifecycle marketing

Retention marketing

Email marketing

CRM

Loyalty programs

Customer segmentation

Strategic thinking

People leadership

Team collaboration

Executive communication

Operational excellence

Innovation and growth

Bias for action

Education

BA/BS in business, marketing, analytics, or related field

Tools

ESP platforms

SMS platforms

Marketing automation

Job description

VICI is seeking a Director of Retention Marketing & CRM to own the end-to-end customer journey across email, SMS, app, and web push, driving retention, loyalty, and repeat purchases.

You will lead a small team and collaborate across Ecommerce, Social, and Paid Media to deliver a cohesive brand narrative and promotion calendar. Strong emphasis on data-driven decision making and scalable testing strategies.