Department: Marketing | Reports To: Chief Marketing Officer | Location: Las Colinas, TX / Hybrid
We're looking for a Director of Digital Marketing to lead our CRM, loyalty, membership sales, website, and marketing technology functions. This role owns the digital backbone of the customer experience — from how we acquire and retain members through lifecycle and loyalty programs, to driving membership conversion through our website, to the tech stack that powers it all. You'll bring together strategy, execution, and platform ownership to drive measurable growth in member acquisition, retention, and online revenue.
Key Performance Elements & Essential Functions
CRM & Lifecycle Marketing
- Own the CRM strategy and roadmap, including email, SMS, push, and other owned channels across the full member lifecycle (acquisition, onboarding, retention, win-back, renewal)
Build and optimize segmentation, personalization, and automation strategies to drive engagement, conversion, and lifetime value
- Partner with analytics to define and track key CRM KPIs (open/click rates, retention, renewal rate, LTV)
Loyalty
Lead strategy and day-to-day management of the loyalty program, including tiering, rewards structure, and member communications
- Identify opportunities to grow engagement and deepen value perception among loyalty members, in coordination with the core membership program
Partner with finance on program economics and ROI
Membership Sales (Web)
- Own the website as our primary membership sales channel — driving traffic, conversion, and sign-up volume through on-site marketing, offers, and user experience
Partner with product/UX teams on the membership sign-up funnel, pricing/offer presentation, and checkout experience to minimize friction and maximize conversion
- Own the testing roadmap (A/B and multivariate) for the membership funnel, landing pages, and promotional offers
Track and report on membership funnel performance (traffic, conversion rate, cost per acquisition, sign-up volume) and partner with analytics to identify optimization opportunities
Website Management
- Own the company website(s) as a marketing and membership-sales channel — content, performance, SEO health, and uptime/reliability in partnership with IT
Set the roadmap for site enhancements, landing pages, and content updates in collaboration with creative and brand teams
- Ensure consistent brand and UX standards across all web properties
Marketing Technology
Own the marketing technology stack (CRM/ESP, CDP, personalization, testing, loyalty, membership/billing integrations, and analytics platforms), including vendor selection, integration, and governance.
- Partner with IT/data teams to ensure clean data flow, identity resolution, and compliance (CCPA/GDPR) across platforms.
Evaluate and implement new tools to improve efficiency, personalization, and measurement capabilities.
Leadership & Cross-Functional Partnership
- Build, lead, and develop a team spanning CRM, loyalty, membership/web conversion, and MarTech functions
Partner closely with brand, performance marketing, IT, product, and analytics teams to ensure digital initiatives support broader marketing and business goals
- Manage budget and vendor/agency relationships across all owned functions
Report performance, insights, and roadmap progress to senior leadership
Requirements & Desired Traits
- 10+ years in digital marketing, with direct experience owning CRM, loyalty, or membership/subscription acquisition in a consumer environment
Proven success building and scaling lifecycle/CRM programs that drive measurable retention and renewal impact
- Experience managing loyalty programs and understanding program economics
Strong grasp of subscription/membership funnel optimization (conversion, pricing/offer testing, checkout experience) and website/content management
- Hands-on experience owning or managing a marketing technology stack (ESP/CRM platforms, CDP, testing tools, analytics, billing/membership integrations)
Data-driven decision-making skills; comfortable working with analytics teams on dashboards, attribution, and reporting
- Strong people leadership experience managing multi-disciplinary teams
Excellent cross-functional collaboration and communication skills, with experience presenting to senior leadership
- Experience managing budgets and external vendor/agency relationships
Experience with specific platforms (e.g., Hubspot, Adobe Commerce, etc.)
- Background in subscription, membership, or recurring-revenue business models
Familiarity with loyalty program platforms and personalization/CDP tools
SEO and site/funnel performance optimization experience
Flexible work from home options available.