Director - Digital Marketing

Benefits:

401(k)

Dental insurance

Health insurance

Paid time off

Vision insurance

Department: Marketing | Reports To: Chief Marketing Officer | Location: Las Colinas, TX / Hybrid

We're looking for a Director of Digital Marketing to lead our CRM, loyalty, membership sales, website, and marketing technology functions. This role owns the digital backbone of the customer experience — from how we acquire and retain members through lifecycle and loyalty programs, to driving membership conversion through our website, to the tech stack that powers it all. You'll bring together strategy, execution, and platform ownership to drive measurable growth in member acquisition, retention, and online revenue.

Key Performance Elements & Essential Functions
CRM & Lifecycle Marketing

Own the CRM strategy and roadmap, including email, SMS, push, and other owned channels across the full member lifecycle (acquisition, onboarding, retention, win-back, renewal)

Build and optimize segmentation, personalization, and automation strategies to drive engagement, conversion, and lifetime value

Partner with analytics to define and track key CRM KPIs (open/click rates, retention, renewal rate, LTV)

Loyalty

Lead strategy and day-to-day management of the loyalty program, including tiering, rewards structure, and member communications

Identify opportunities to grow engagement and deepen value perception among loyalty members, in coordination with the core membership program

Partner with finance on program economics and ROI

Membership Sales (Web)

Own the website as our primary membership sales channel — driving traffic, conversion, and sign‑up volume through on‑site marketing, offers, and user experience

Partner with product/UX teams on the membership sign‑up funnel, pricing/offer presentation, and checkout experience to minimize friction and maximize conversion

Own the testing roadmap (A/B and multivariate) for the membership funnel, landing pages, and promotional offers

Track and report on membership funnel performance (traffic, conversion rate, cost per acquisition, sign‑up volume) and partner with analytics to identify optimization opportunities

Website Management

Own the company website(s) as a marketing and membership‑sales channel — content, performance, SEO health, and uptime/reliability in partnership with IT

Set the roadmap for site enhancements, landing pages, and content updates in collaboration with creative and brand teams

Ensure consistent brand and UX standards across all web properties

Marketing Technology

Own the marketing technology stack (CRM/ESP, CDP, personalization, testing, loyalty, membership/billing integrations, and analytics platforms), including vendor selection, integration, and governance.

Partner with IT/data teams to ensure clean data flow, identity resolution, and compliance (CCPA/GDPR) across platforms.

Evaluate and implement new tools to improve efficiency, personalization, and measurement capabilities.

Leadership & Cross-Functional Partnership

Build, lead, and develop a team spanning CRM, loyalty, membership/web conversion, and MarTech functions

Partner closely with brand, performance marketing, IT, product, and analytics teams to ensure digital initiatives support broader marketing and business goals

Manage budget and vendor/agency relationships across all owned functions

Report performance, insights, and roadmap progress to senior leadership

Requirements & Desired Traits

10+ years in digital marketing, with direct experience owning CRM, loyalty, or membership/subscription acquisition in a consumer environment

Proven success building and scaling lifecycle/CRM programs that drive measurable retention and renewal impact

Experience managing loyalty programs and understanding program economics

Strong grasp of subscription/membership funnel optimization (conversion, pricing/offer testing, checkout experience) and website/content management

Hands‑on experience owning or managing a marketing technology stack (ESP/CRM platforms, CDP, testing tools, analytics, billing/membership integrations)

Data‑driven decision‑making skills; comfortable working with analytics teams on dashboards, attribution, and reporting

Strong people leadership experience managing multi‑disciplinary teams

Excellent cross‑functional collaboration and communication skills, with experience presenting to senior leadership

Experience managing budgets and external vendor/agency relationships

Experience with specific platforms (e.g., Hubspot, Adobe Commerce, etc.)

Background in subscription, membership, or recurring‑revenue business models

Familiarity with loyalty program platforms and personalization/CDP tools

SEO and site/funnel performance optimization experience

Flexible work from home options available.

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