Director Customer Marketing

Role Summary The Director of Customer Marketing is a strategic leadership role within the newly established Marketing Center of Excellence (CoE), reporting directly to the SVP of Growth Marketing. Serving as the enterprise lead for customer lifecycle, retention, and loyalty strategies across all portfolio brands and 1,100+ franchise locations, this position leads a 6-person team consisting of 2 CRM & Email Marketing Analysts, 1 Loyalty/Membership Marketing Analyst, and 3 Print & Direct Mail Campaign Analysts.

The Director will drive the enterprise-wide rollout and migration to HubSpot for marketing CRM and email capabilities, establishing standardized automation, segmentation, and multi-channel retention programs. By uniting digital channels with localized direct mail print campaigns and loyalty structures, the Director maximizes customer lifetime value (LTV), repeat booked jobs, and cross-brand revenue opportunities. Responsibilities Enterprise CoE Leadership & Team Governance: Direct, mentor, and manage a 6-person team (2 CRM & Email Analysts, 1 Loyalty/Membership Analyst, 3 Print & Direct Mail Analysts), establishing operational SLAs, campaign SOPs, and cross-channel execution benchmarks.

HubSpot Enterprise Rollout & Technical Governance: Collaborate with IT to oversee the technical integration, migration, and enterprise rollout of HubSpot as the primary marketing CRM and email platform (for 12 of 14 brands) and 1,100+ franchise locations, ensuring data hygiene, workflow logic, and platform scalability. Full Lifecycle & Cross-Sell Retention Strategy: Design and execute end-to-end customer lifecycle programs, including lead conversion, onboarding, Winback, cross-sell, and recurring service reminder workflows, to maximize customer retention and lifetime value (LTV).

Direct Mail & Print Campaign Operations: Oversee the print and direct mail campaign unit, integrating localized physical mailings with digital CRM triggers to drive omnichannel campaign efficiency and franchisee adoption. Loyalty & Membership Program Development: Architect and scale membership and loyalty frameworks across brand databases, optimizing program mechanics to increase repeat booked jobs and customer advocacy.

Data Segmentation & Personalization: Leverage customer data, behavioral triggers, and advanced segmentation models to deliver highly personalized, hyper-local marketing messages across email, SMS, and direct mail channels. A/B Testing & Channel Analytics: Establish rigorous A/B testing frameworks, channel-level targets, and executive dashboards to continually measure, report, and optimize campaign ROI, open rates, conversion rates, and repeat revenue.

Cross-Functional & Franchise Alignment: Partner closely with Brand Marketing, Field Marketing, IT/Data, and Franchise Advisory Councils to align customer marketing initiatives with brand guidelines and operational capacity. Success Measures (KPIs) System-Wide Retention & Repeat Revenue: Measurable increase in repeat booked jobs, customer retention rates, cross-brand customer migration, and overall Customer Lifetime Value (LTV) across all 1,100+ locations.

HubSpot Rollout & SLA Efficiency: On-time, on-budget deployment of Enterprise HubSpot across all brand properties with high platform adoption and zero downtime in campaign operations. Multi-Channel Campaign ROI: Achievement of revenue and conversion targets across email automation, SMS, loyalty programs, and print/direct mail campaigns. Team Throughput & Accuracy: High execution accuracy, ticket resolution efficiency, and data hygiene across all internal analyst workflows.

Experience & Qualifications 8–10 years of progressive experience in CRM, customer marketing, lifecycle automation, and direct response channels; at least 3+ years managing direct reports and cross-functional teams. Proven track record leading enterprise-level CRM implementations, workflow migrations, and marketing automation governance; HubSpot or Service Titan Enterprise experience/certification strongly preferred. Deep domain knowledge across email marketing, SMS automation, loyalty/membership mechanics, and high-volume print/direct mail execution.

Strong technical understanding of CRM integrations, data architecture, trigger logic, custom objects, and data privacy regulations (e.g., CCPA/CAN-SPAM). Demonstrated success building centralized Center of Excellence (CoE) functions for multi-location, franchise, or multi-brand business models supporting 500+ locations.