Lifecycle Maximization Marketing Director

Groundworks; Dallas (TX); On-site; USD 145,000 - 200,000; Full time

Benefits offered by this job

Employee ownership

Training programs

Leadership development

Comprehensive benefits

Award-winning culture

Job summary

Groundworks is seeking a Director of Lifecycle Maximization Marketing to design and lead customer journey strategies that boost engagement, retention, and lifetime value across channels. This role blends data-driven insights with creative execution to personalize communications and maximize revenue.

Based in Dallas, TX or Virginia Beach, VA, you will own lifecycle programs, oversee multi-channel campaigns (email, SMS, in-app, push), and collaborate with marketing, analytics, and operations to

Qualifications

• 10+ years of lifecycle, CRM, retention, or growth marketing.
• Proven track record of improving retention, engagement, and lifetime value.
• Strong analytical skills and data visualization experience (Looker, Tableau, GA).
• Hands-on experience with marketing automation and CRM tools at scale (Braze, Iterable, Salesforce, HubSpot).
• Excellent communication with a customer-centric mindset.
• Ability to manage multiple projects in a fast-paced environment.

Responsibilities

• Own the customer journey lifecycle: develop and manage marketing strategies across all stages - acquisition, onboarding, engagement, retention, and reactivation.
• Segmentation & personalization: use data to build targeted lifecycle campaigns that increase engagement and conversion.
• Campaign execution: manage multi-channel lifecycle campaigns (email, SMS, in-app, push, owned channels, retargeting) with focus on automation.
• Customer insights: analyze metrics (churn, CLV, engagement, repeat purchases) to identify growth opportunities.
• Optimization: conduct A/B and multivariate testing to refine messaging, timing, and channel mix.
• Cross-functional collaboration: partner with ops, sales, analytics, creative, and brand/performance teams.
• Technology & tools: develop and manage marketing automation platforms (Cordial, Braze, HubSpot, Salesforce Marketing Cloud, Klaviyo).
• Customer feedback loop: lead journey research to improve satisfaction and loyalty.
• Retention & loyalty programs: design and optimize rewards initiatives to reduce churn.

Skills

Lifecycle marketing

CRM tools

Retention optimization

Data analytics

Cross-functional collaboration

Education

Bachelor's degree in Marketing/Business/Communications

MBA preferred

Tools

Braze

Iterable

Salesforce

HubSpot

Klaviyo

Job description

Ready to build your future? We’re Groundworks, North America’s leading foundation repair and water management specialist. We’re more than a company - we’re a team driven by purpose. As a Top Workplace, we’re looking for top talent to fuel our mission: to protect, repair, and improve our customers’ greatest asset - their home.

But what makes us a great place to work? Here, you’ll find real career growth, comprehensive and affordable benefits, a culture that values hard work and innovation, and company ownership equity. Whether you’re starting your career or looking for your next big move, we offer hands-on training, advancement opportunities, and the chance to make a real impact every day.

Groundworks is searching for a skilled Director of Lifecycle Maximization Marketing to join our team in Virginia Beach, VA or Dallas, TX!

The Director, Lifecycle Maximization Marketing, is responsible for designing, executing, and optimizing marketing strategies that drive customer engagement, retention, and lifetime value across the entire customer journey. This role combines data-driven insights with creative execution to ensure customers receive personalized, timely, and impactful communications that deepen loyalty and maximize revenue.

Duties and Responsibilities

• Own the customer journey lifecycle: Develop and manage marketing strategies across all stages - acquisition, onboarding, engagement, retention, and reactivation.
• Segmentation & personalization: Use behavioral, transactional, and demographic data to build targeted lifecycle campaigns that increase engagement and conversion.
• Campaign execution: Create and manage multi-channel lifecycle campaigns (email, SMS, in-app, push, owned channels, paid media retargeting, etc.) with a focus on automation and scalability.
• Customer insights: Analyze performance metrics (e.g., churn rate, CLV, engagement rates, repeat purchase rate) to identify opportunities for growth.
• Optimization: Conduct A/B and multivariate testing to continuously refine messaging, timing, and channel mix for maximum impact.
• Cross-functional collaboration: Partner with operations, sales, analytics, creative, and brand and performance teams to ensure a seamless customer experience across touchpoints.
• Technology & tools: Develop and manage marketing automation platforms (e.g., Cordial, Braze, HubSpot, Salesforce Marketing Cloud, Klaviyo) to execute campaigns efficiently.
• Customer feedback loop: Lead development and analysis of customer journey research to improve satisfaction and loyalty.
• Retention & loyalty programs: Design and optimize retention and rewards initiatives to enhance customer stickiness and reduce churn.
• It is an essential function of this job that the employee regularly and reliably reports to work on time each working day.

Qualifications

• Bachelor’s degree in Marketing, Business, Communications, or a related field (MBA preferred).
• 10+ years of experience in lifecycle, CRM, retention, or growth marketing.
• Proven track record of driving measurable improvements in customer retention, engagement, and lifetime value.
• Strong analytical skills and experience with data visualization tools (e.g., Looker, Tableau, Google Analytics).
• Hands-on experience with marketing automation and CRM tools at scale (e.g., Braze, Iterable, Salesforce, HubSpot).
• Excellent communication skills and a customer-centric mindset.
• Ability to manage multiple projects in a fast-paced environment.
• This role is both strategic and hands-on, requiring creative thinking, technical expertise, and performance analysis to drive customer engagement and retention. KPI’s will include customer conversion and retention, lifetime value, customer engagement, etc.

Working Conditions

• Full-time onsite at our Corporate Headquarters in Virginia Beach, VA or Dallas, TX.
• The pay range for this role is $145,000-$200,000 based on experience and location.
• Occasional periods extended hours during key marketing initiatives or seasonal peaks
• Occasional travel for meetings, conferences, or company events

What We Provide

• Competitive Pay
• Employee Company Ownership Opportunities
• Industry Leading Training Programs
• Leadership Development and Career Growth Tracks
• Comprehensive and Affordable Benefits Package
• Top Workplace with Award Winning Culture