Sr. Director, CRM & Lifecycle Marketing

The Senior Director, CRM & Lifecycle Marketing will lead the development and execution of Equinox’s CRM strategy across lifecycle marketing, owned channel expansion, and scalable personalization implementation to drive member engagement, retention, and revenue. This role will define annual CRM priorities and targets, translate them into a clear strategic roadmap, and lead the team in designing new lifecycle programs, scaling trigger campaigns, and optimizing broadcast execution. The Senior Director will get the opportunity to shape how Equinox engages members throughout their lifecycle and be a key strategic advisor to the business by bringing their audience and channel expertise to ensure key campaigns and initiatives reach their goals. They will partner closely with Brand & Member Marketing, Growth, Data & Analytics, and Technology teams to deliver relevant and personalized experiences with measurable impact in order to deepen member engagement and support the company’s growth ambition. The ideal candidate will bring deep expertise in CRM strategy, lifecycle marketing and audience segmentation, campaign planning, testing, analytics, and team leadership. 

Key responsibilities 

• Define annual CRM priorities, strategies, and performance targets to strengthen Members engagement and retention, increase revenue per Member, and drive growth across owned channels 

• Translate CRM priorities into a clear strategic roadmap and lead the team in executing key initiatives across lifecycle marketing, broadcast campaigns, and triggered communications 

• Lead the development and optimization of lifecycle journeys across lead nurturing, conversion, onboarding, engagement, retention, and win-back 

• Scale triggered campaigns to increase relevance of communication, facilitate member experience and journeys and support growth of ancillary business 

• Develop the communication plan for owned channels to support key marketing campaigns, Member initiatives and local activations  

• Ensure best-in-class campaign execution through rigorous planning, audience strategy, briefing, QA, testing, and post-campaign analysis. 

• Monitor and report on the health and performance of owned channels, including email, SMS, and app messaging, and proactively identify opportunities to generate incremental revenue and deepen Member engagement. 

• Establish a structured measurement and hindsighting approach to evaluate performance, capture learnings, and continuously improve CRM strategy and execution. 

• Partner with Data, Analytics, and Technology teams to strengthen audience segmentation, measurement, and the capabilities required to deliver the CRM roadmap. 

• Build and manage a high-performing CRM team, providing clear direction, coaching, and development opportunities while fostering strong operating discipline. 

• Serve as the CRM and lifecycle marketing subject matter expert, providing insights and recommendations to senior leadership and cross-functional partners.