Director of CRM & Lifecycle Marketing

About the Role: 

We're looking for a strategic, hands-on Director of CRM and Lifecycle Marketing to own our CRM program, every email, push, and SMS we send to millions of theatre and event-goers, and to lead the team that runs it. CRM is how we turn interest into action across a customer's life with us: getting new customers to their first show, keeping our best customers coming back, and winning back the ones who've drifted. You'll own that messaging end to end and be the person the company trusts on anything CRM.

Our CRM already drives a large share of our business. Now we want to make it one of the smartest, most automated programs out there. We're building toward a Next Best Action model where automation and AI decide the right message, moment, and channel for each customer, at scale. We want someone genuinely energized by that: who sees automation and AI as the core of how a modern CRM program runs, and who will keep pushing what's possible, including piloting new channels and surfaces, like WhatsApp.

This is a role for someone who thrives on full end-to-end ownership. You'll set the strategy, bring the ideas, and run the program without waiting to be told what to do.

If you thrive in a fast-paced, collaborative environment and are energized by data, automation, and building programs that scale, we'd love to hear from you.

Please note: This is a full-time role and qualified candidates must be based in the greater New York City or London area. We encourage collaboration by working a minimum of 3 days per week in the office, while also offering flexibility for employees to choose where they work for the rest of the week.

What Success Looks Like:

• Repeat purchase and retention climb among addressable customers.

• More new customers make a first and second purchase, and make it sooner, as onboarding messaging turns a trial into a habit.

• Revenue from CRM channels grows as a share of total and is trusted as incremental, not just attributed.

• A Next Best Action model is live and increasingly automated. The model is choosing the right message, moment, and channel for messages.

• You've become the company's clear owner of CRM: leadership sets the goals, and the strategy, roadmap, and day-to-day calls are yours.

What You'll Do:

• Own the CRM program end to end - set the strategy and roadmap for every email, push, and SMS, generate the ideas that move it forward, and be the person the company trusts to make the call.

• Make AI and automation core - push the program from batch campaigns to an automated, AI-driven Next Best Action model that picks the right message, moment, and channel for each customer.

• Lead full-lifecycle messaging - from user onboarding through repeat, winback, and loyalty, with repeat purchase as the core goal.

• Explore new channels and surfaces - pilot opportunities like WhatsApp and in-app messaging in partnership with product, and scale the ones that work.

• Lead and develop the team - coach the CRM team, prioritize sharply, and raise the bar on both execution and analysis.

• Make CRM provably incremental - establish holdout testing and reporting so the program’s revenue impact is measurable.

• Partner closely with product and data - work hand in glove to connect CRM messaging with the wider customer experience.

Note: This list represents the highest-priority focus areas for this role. Responsibilities will naturally evolve as the business grows and shifts - candidates should expect the scope to develop over time.

We're Looking For Someone With:

• 8+ years in CRM, lifecycle, or messaging marketing, including experience leading and developing a team.

• A track record of driving repeat purchase, retention, and LTV ideally at a marketplace or other high-frequency consumer business.

• Proven experience moving a program beyond batch-and-blast to triggered, automated, decisioned messaging and the appetite to push further with AI.

• Hands-on depth with a modern CRM/messaging platform (we use Iterable) and strong customer segmentation.

• An enthusiasm for leveraging AI and emerging technologies to innovate our CRM strategies and enhance both team and individual productivity.

• Strong analytical rigor. Comfortable defining success metrics, using modern analytics tools, running experiments and tests, and judging true incremental impact

• A full-ownership mindset. You set the agenda rather than wait for direction, and you’ve run a program where the strategy was yours to define, not just deliver.

• Bonus: A genuine interest in theatre, live events, and the performing arts orexperience in an environment with constantly evolving inventory, where what customers can buy is always changing.