Head of Customer Lifecycle & Data Activation

Virgin Hotels

Miami (FL)

On-site

USD 180,000 - 240,000

Full time

12 days ago

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Job summary

Virgin Hotels Collection seeks a Senior Director of Customer Lifecycle Marketing to drive a data-driven guest lifecycle program. You will lead IRU adoption, govern guest data, and translate insights into revenue and retention improvements across loyalty, marketing, and guest services.

You will manage a small specialist team and influence broader activation ecosystems including paid media, analytics, and property teams.

Qualifications

10-12+ years in CRM, lifecycle marketing or customer data.
Experience owning a CDP or guest identity build end-to-end.
Hospitality or multi-property loyalty experience preferred.
Proven revenue outcomes from data initiatives.
Hybrid commercial and technical fluency.

Responsibilities

Own the IRU implementation roadmap with IRU, IT/data engineering.
Define guest identity framework across loyalty, authentication, CRM, booking, mobile and on-property systems.
Stand up governance: consent, retention policies, access control and GDPR alignment.
Translate segments into lifecycle activation with marketing automation and paid media.
Run a test-and-learn program across lifecycle journeys and predictive capabilities.
Lead a small team of two to three specialists in CRM, data & analytics, and loyalty ops.
Manage the IRU commercial relationship and vendor accountability.