Director, CRM & Lifecycle Marketing

Description

UpSwell is a fast-growing marketing agency helping businesses across the country grow through innovative direct mail and digital marketing solutions. As a five-time Best and Brightest Company to Work For, we're proud of the talented people, collaborative culture, and entrepreneurial spirit that make UpSwell a great place to build a career.

• Develop and launch UpSwell's CRM and lifecycle marketing capabilities, including service offerings, business cases, pricing recommendations, and a scalable delivery model.
• Identify opportunities within our existing client base and new markets, with a focus on franchise, multi-location, and consumer-focused businesses.
• Create a roadmap for launching pilot programs, demonstrating results, and expanding CRM services across client accounts.
• Establish repeatable processes, playbooks, and operational standards that support long-term growth and profitability.

• Personally design and launch customer lifecycle programs focused on acquisition, onboarding, engagement, retention, loyalty, cross-sell, and reactivation.
• Build personalized, omnichannel marketing strategies integrating email, SMS, direct mail, paid digital, and other customer touchpoints.
• Leverage first-party customer data, audience segmentation, marketing automation, and predictive analytics to improve campaign effectiveness.
• Partner with our Technology and Campaign Intelligence teams to develop scalable CRM solutions, integrations, and data capabilities.
• Establish testing, measurement, and optimization frameworks to continuously improve client results.

• Partner with Sales and Client Services to identify CRM opportunities, support new-business pitches, and develop proposals and scopes of work.
• Serve as a trusted CRM expert, helping clients understand how lifecycle marketing can improve customer engagement, retention, and profitability.
• Translate marketing performance into meaningful business outcomes, including customer lifetime value, acquisition efficiency, incremental revenue, retention, and ROI.
• Help grow CRM into a differentiated, revenue-generating service offering for UpSwell.

• Initially serve as a hands-on leader, personally driving strategy, implementation, and early client success.
• Identify opportunities to leverage AI, automation, and emerging technologies to improve personalization, efficiency, and campaign performance.
• Develop the processes, resources, and team structure needed to scale the practice.
• Recruit, mentor, and lead a high-performing CRM team as the business grows.

Requirements

•  7+ years of experience in CRM, lifecycle marketing, customer retention, loyalty, or related marketing disciplines.
• Proven experience building, launching, or significantly scaling a CRM function, capability, or service offering.
• Strong hands-on experience with CRM and marketing automation platforms such as HubSpot, Salesforce Marketing Cloud, OneSignal, or comparable technologies.
• Experience developing and executing customer journeys, segmentation strategies, marketing automation, and personalized campaigns.
• Strong understanding of first-party data, customer lifecycle measurement, retention strategies, and customer lifetime value.
• Experience working with national franchise or multi-location brands, including balancing brand-level marketing strategies with local market execution, strongly preferred.
• Agency experience, particularly in digital marketing, CRM, lifecycle marketing, or integrated marketing services, strongly preferred.
• Demonstrated ability to identify business opportunities, develop scalable solutions, and deliver measurable financial results.
• Strong client-facing communication, presentation, and consultative skills.
• An entrepreneurial mindset with the ability to work independently, solve problems, and build processes where none currently exist.
• Bachelor's degree in Marketing, Business, Communications, or a related field, or equivalent professional experience.

This is a full-time, hybrid position based in Marietta, Georgia, requiring two full days in the office each week. Core business hours are 8:00 a.m. to 5:00 p.m., with flexibility as needed to support client and business needs. Occasional travel or additional hours may be required. 

If you're an experienced CRM leader who loves creating something from the ground up, thrives on turning strategy into execution, and wants to help shape the future of a growing marketing agency, we'd love to meet you.

UpSwell is proud to be an Equal Opportunity Employer. We celebrate diversity and are committed to creating an inclusive environment for all employees. We do not discriminate on the basis of race, color, religion, sex, sexual orientation, gender identity or expression, national origin, age, disability, veteran status, or any other legally protected status.