Senior Director, CRM & Lifecycle Marketing

📌 Core Information

🔹 Job Title: Senior Director, CRM & Lifecycle Marketing

🔹 Company: Upside

🔹 Location: New York, United States

🔹 Job Type: Full-Time, Hybrid

🔹 Category: Marketing

🔹 Date Posted: July 15, 2025

🔹 Experience Level: 12+ years

🔹 Remote Status: Hybrid (In-office: Monday, Tuesday, Thursday)

🚀 Job Overview

Key aspects of this role include:

• Developing and leading Lifecycle Marketing and CRM strategies to drive consumer engagement and retention
• Collaborating with cross-functional teams to integrate lifecycle messaging into product launches and improve campaign efficiency
• Analyzing consumer data and behaviors to identify trends and targeted communication strategies
• Managing and growing a high-performing CRM and Lifecycle Marketing team

ASSUMPTION: This role requires a strategic mindset, strong leadership skills, and a deep understanding of consumer behavior and data analytics.

📋 Key Responsibilities

✅ Develop dynamic CRM and Lifecycle Marketing strategies that align with Upside's multi-vertical objectives

✅ Build and maintain alignment for quarterly project roadmaps to ensure completion and support channel growth

✅ Collaborate closely with Acquisition, Brand, Product, Research, Data, and other critical teams to drive CRM growth strategy

✅ Establish clear metrics to measure campaign efficiency and guide data-informed decision-making

✅ Analyze consumer data and behaviors to identify trends, opportunities for advanced segmentation, and highly targeted communication strategies

✅ Ensure the successful delivery of multi-channel marketing campaigns that consistently resonate with consumers and grow engagement

✅ Stay updated on changes in CRM technology and identify standard processes, bringing new, innovative ideas to fruition

ASSUMPTION: This role involves a mix of strategic planning, team management, and hands-on campaign execution, requiring strong organizational skills and the ability to balance multiple priorities.

🎯 Required Qualifications

Education: Bachelor's degree in Marketing, Business Administration, or a related field

Experience: 12+ years of progressive experience in Lifecycle Marketing and CRM within a relevant B2C/consumer industry

Required Skills:

• Proven track record of increasing consumer engagement and retention
• Proficiency in CRM software and related technologies (e.g., Iterable, Segment)
• Deep knowledge of marketing automation tools and consumer data analytics platforms
• Strong affinity for numbers and expert understanding of consumer insights
• Extensive experience successfully managing and growing a Lifecycle Marketing or CRM team
• Collaborative approach with a proven ability to build strong, impactful partnerships across diverse teams

Preferred Skills:

• Experience with AI/ML integration in marketing strategies
• Familiarity with Snowflake, Email on Acid, Census, and Neustar/TransUnion Data Clean Rooms

ASSUMPTION: Candidates with experience in e-commerce, retail, or similar industries may have an advantage in understanding Upside's consumer base and business model.

💰 Compensation & Benefits

Salary Range: $217,000 - $239,000 + equity + benefits

Benefits:

• Medical, dental, and vision coverage starting on Day 1
• Equity (ISOs)
• 401(k) program
• Family planning programs + paid parental leave
• Physical fitness and wellness memberships
• Emotional and mental health support programs
• Unlimited PTO + 10 paid federal holidays + annual week-long Winter Break
• Flexible work environment
• Lunch reimbursement for in-office employees
• Employee Resource Groups
• Learning and Development stipend
• Transparent culture

Working Hours: Full-time, with in-office attendance required on Monday, Tuesday, and Thursday

ASSUMPTION: The salary range provided is based on Upside's compensation structure for similar roles and may vary based on individual qualifications and market conditions.

📌 Applicant Insights

🔍 Company Context

Industry: Upside operates in the e-commerce and retail technology sector, focusing on transforming brick-and-mortar commerce by providing users with more value on their everyday purchases and helping businesses earn measurable profit.

Company Size: Upside is a mid-sized company with a growing team, offering opportunities for growth and impact.

Founded: Upside was founded in 2015, with a mission to transform brick-and-mortar commerce using the sophistication of online retail.

Company Description:

• Upside uses profit measurement, attribution, and incrementality to provide users with more value on their everyday purchases and help businesses earn measurable profit.
• The platform has helped millions of users earn 2 to 3 times more cashback than any other product and hundreds of thousands of brick-and-mortar businesses earn measurable profit.
• Billions of dollars in commerce run through the Upside platform every year, with that value going directly back to retailer partners, consumers, and important sustainability initiatives.

Company Specialties:

• E-commerce technology
• Retail transformation
• Consumer engagement
• Sustainability initiatives

Company Website: upside.com

ASSUMPTION: Upside's focus on sustainability and positive impact on both consumers and businesses sets it apart in the e-commerce and retail technology space.

📊 Role Analysis

Career Level: This role is at the senior director level, reporting directly to the VP of Growth Marketing.

Reporting Structure: The Senior Director, CRM & Lifecycle Marketing will lead a team of marketing professionals responsible for developing and executing lifecycle marketing strategies.

Work Arrangement: This is a hybrid role, with in-office attendance required on Monday, Tuesday, and Thursday, and the possibility of increased in-office days based on project-based needs and changes to Upside's in-office policy over time.

Growth Opportunities:

• As Upside continues to grow, there will be opportunities for the successful candidate to expand their team and take on additional responsibilities.
• This role offers the chance to work closely with senior leadership and influence the company's growth strategy.
• Upside's transparent culture and emphasis on employee development provide ample opportunities for professional growth.

ASSUMPTION: The growth opportunities in this role are closely tied to Upside's overall growth and success in the market.

🌍 Location & Work Environment

Office Type: Upside's headquarters is in New York City, with a flexible, hybrid work arrangement.

Office Location(s): 121 Seamans Neck Road, Mattituck, NY 11952

Geographic Context:

• New York City offers a vibrant, multicultural environment with numerous amenities and attractions.
• The office is located in a suburban area with easy access to public transportation and nearby parks.
• The region experiences all four seasons, with mild winters and warm summers.

Work Schedule: Full-time, with a flexible work arrangement that allows for remote work on certain days of the week.

ASSUMPTION: The hybrid work arrangement offers a good balance between in-office collaboration and remote flexibility.

💼 Interview & Application Insights

Typical Process:

• Phone or video screen with the hiring manager
• Technical assessment or case study
• On-site or virtual interview with the team
• Final interview with senior leadership

Key Assessment Areas:

• Strategic thinking and problem-solving skills
• Leadership and team management abilities
• Technical proficiency in CRM software and marketing automation tools
• Data analysis and consumer insights expertise
• Cultural fit and alignment with Upside's mission and values

Application Tips:

• Highlight your experience in developing and executing successful lifecycle marketing strategies
• Demonstrate your ability to analyze consumer data and identify trends and opportunities for targeted communication
• Showcase your experience managing and growing a high-performing marketing team
• Tailor your resume and cover letter to emphasize your relevant skills and experiences for this role

ATS Keywords: Lifecycle Marketing, CRM, Consumer Engagement, Data Analysis, Team Leadership, Marketing Strategy, Consumer Insights, Marketing Automation, AI/ML Integration

ASSUMPTION: Upside's hiring process is designed to assess candidates' skills and cultural fit, with a focus on strategic thinking, leadership, and technical proficiency.

🛠️ Tools & Technologies

• Iterable
• Email on Acid
• Snowflake
• Segment
• Census
• Neustar/TransUnion Data Clean Rooms

ASSUMPTION: Familiarity with these tools is not required but may be beneficial for candidates with relevant experience.

👔 Cultural Fit Considerations

Company Values:

• Customer-centric
• Data-driven
• Inclusive
• Collaborative
• Innovative

Work Style:

• Strategic and data-driven
• Collaborative and inclusive
• Adaptable and innovative
• Results-oriented and accountable

Self-Assessment Questions:

• How have you used data to drive consumer engagement and retention in previous roles?
• Can you describe a time when you successfully led a team to execute a complex marketing campaign?
• How do you approach continuous learning and professional development?

ASSUMPTION: Upside values candidates who are passionate about their work, committed to continuous learning, and aligned with the company's mission and values.

⚠️ Potential Challenges

• Managing a team remotely and balancing in-office attendance requirements
• Keeping up with the latest trends and technologies in CRM and lifecycle marketing
• Balancing strategic planning with hands-on campaign execution
• Adapting to Upside's growing and evolving business model

ASSUMPTION: These challenges can be overcome with strong leadership, adaptability, and a commitment to continuous learning.

📈 Similar Roles Comparison

• This role is unique in its focus on transforming brick-and-mortar commerce and driving consumer engagement through data-driven strategies.
• Compared to other lifecycle marketing roles, this position offers a unique opportunity to work at the intersection of e-commerce, retail, and sustainability.
• Career progression in this role may involve expanding the team and taking on additional responsibilities as Upside grows.

ASSUMPTION: Candidates with experience in e-commerce, retail, or similar industries may find this role particularly appealing due to its unique focus and growth opportunities.

📝 Sample Projects

• Developing and executing a targeted email campaign to re-engage inactive users and drive repeat purchases
• Analyzing consumer data to identify trends and opportunities for advanced segmentation and personalized communication strategies
• Collaborating with the product team to integrate lifecycle messaging into new feature launches and improve campaign efficiency

ASSUMPTION: These sample projects illustrate the strategic, data-driven, and collaborative nature of the role's responsibilities.

❓ Key Questions to Ask During Interview

• How does Upside measure the success of its lifecycle marketing campaigns, and how can I contribute to improving these metrics?
• Can you describe the team structure and dynamics within the CRM and Lifecycle Marketing team, and how does this team collaborate with other departments?
• How does Upside support the professional development and growth of its employees, particularly in the marketing department?
• What are the most significant challenges facing the CRM and Lifecycle Marketing team currently, and how can this role address them?
• How does Upside's hybrid work arrangement support employee productivity and work-life balance?

ASSUMPTION: These questions demonstrate a candidate's interest in Upside's culture, team dynamics, and growth opportunities.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your relevant skills and experiences for this role
• Prepare for the interview process by researching Upside's mission, values, and recent projects
• Follow up with the hiring manager after your interview to express your enthusiasm for the role and reiterate your qualifications
• If you haven't heard back after two weeks, politely follow up with the hiring manager to inquire about the status of your application

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.