Senior Director, CRM & Lifecycle Marketing – CRM Lifecycle Marketing Strategy

Job Description

Sr. Director, CRM & Lifecycle Marketing | Equinox

The Tone:
This is a full-time role at Equinox, located in New York, NY. Equinox focuses on engaging members throughout their lifecycle, and this role is crucial for defining how members interact with the brand post-acquisition. The Senior Director will lead efforts to deepen member engagement, drive retention, and increase revenue by bringing audience and channel expertise to key initiatives.

The TL;DR
• Role: Full Time
• Type: Full-time
• Location: In-person, New York, NY
• Pay: $200000–$225000 yearly
• Team: Leads the CRM team and partners closely with Brand & Member Marketing, Growth, Data & Analytics, and Technology teams.
• Mission: Owns driving member engagement, retention, and revenue through CRM strategy and lifecycle marketing.

What You’ll Actually Do
• Lead Strategy: Define annual CRM priorities, strategies, and performance targets to strengthen member engagement and retention, increase revenue per member, and drive growth across owned channels.
• Execute Roadmap: Translate CRM priorities into a clear strategic roadmap and lead the team in executing key initiatives across lifecycle marketing, broadcast campaigns, and triggered communications.
• Optimize Journeys: Lead the development and optimization of lifecycle journeys across lead nurturing, conversion, onboarding, engagement, retention, and win-back, and scale triggered campaigns for relevance.
• Channel Management: Develop the communication plan for owned channels (email, SMS, app messaging) to support key marketing campaigns, member initiatives, and local activations.
• Ensure Execution & Reporting: Ensure best-in-class campaign execution through rigorous planning, audience strategy, briefing, QA, testing, and post-campaign analysis, while monitoring and reporting channel performance.
• Team Leadership & Expertise: Build and manage a high-performing CRM team, providing clear direction, coaching, and development, and serve as the CRM and lifecycle marketing subject matter expert to senior leadership.

The Must-Haves
• Background: Bachelor’s degree in Marketing, Business, or a related field; Director-level experience in CRM and lifecycle marketing.
• Experience: 12+ years of experience in CRM, lifecycle marketing, retention, or a related discipline, with at least 5 years in a leadership role. Proven experience defining CRM strategies and roadmaps that drive customer engagement, retention, revenue, and channel growth.
• Skills: Deep expertise in lifecycle marketing, audience segmentation, personalization, campaign planning, testing, and journey optimization. Strong analytical skills with experience translating performance into insights and recommendations. Excellent leadership, communication, and cross-functional management skills.
• Bonus: MBA preferred.