Lifecycle Maximization Marketing Director

Groundworks; Virginia Beach (VA); On-site; USD 145,000 - 200,000; Full time

Benefits offered by this job

Competitive pay

Employee ownership

Training programs

Leadership development

Career growth

Job summary

Groundworks, a leading foundation repair and water management company in the United States, seeks a Director of Lifecycle Maximization Marketing to own the end-to-end customer journey and drive engagement, retention, and lifetime value. This role requires strategic and hands-on execution across acquisition, onboarding, and loyalty programs.

The position is based in Virginia Beach, VA or Dallas, TX, with a strong emphasis on data-driven campaigns, personalization, and cross-functional leadership.

Qualifications

• Bachelor’s degree in Marketing, Business, Communications, or related field; MBA preferred.
• 10+ years in lifecycle, CRM, retention, or growth marketing.
• Proven track record of improving retention, engagement, and lifetime value.
• Strong analytical skills and experience with data visualization tools.

Responsibilities

• Own the customer journey lifecycle across acquisition, onboarding, engagement, retention, and reactivation.
• Design segmentation and personalization campaigns using behavioral, transactional, and demographic data.
• Execute multi-channel lifecycle campaigns (email, SMS, in-app, push, paid media) with automation.
• Analyze performance metrics to identify opportunities for growth and optimization.
• Collaborate cross-functionally with operations, sales, analytics, creative, and brand teams.

Skills

Lifecycle marketing

CRM

Retention

Growth marketing

Data analysis

Education

Bachelor's degree in Marketing/Business/Communications

MBA preferred

Tools

Cordial

Braze

HubSpot

Salesforce Marketing Cloud

Klaviyo

Google Analytics/Looker/Tableau

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.Join us and lay the foundation for your success. Apply today!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 ResponsibilitiesOwn 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.QualificationsBachelor’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 ConditionsFull-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 peaksOccasional travel for meetings, conferences, or company eventsWhat We ProvideCompetitive PayEmployee Company Ownership OpportunitiesIndustry Leading Training ProgramsLeadership Development and Career Growth TracksComprehensive and Affordable Benefits PackageTop Workplace with Award Winning Culture