Job description

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. • Bachelor’s degree in Marketing, Business, or a related field; MBA preferred. • 12+ years of experience in CRM, lifecycle marketing, retention, or a related discipline, with at least 5 years in a leadership role. • Proven experience defining CRM strategies and roadmaps that drive customer engagement, retention, revenue, and channel growth. • Deep expertise in lifecycle marketing, audience segmentation, personalization, campaign planning, testing, and journey optimization. • Strong analytical skills with experience translating customer and channel performance into clear insights, priorities, and business recommendations. • Excellent leadership, communication, and cross-functional management skills, with the ability to align teams and drive execution in a complex organization. Pay Transparency: Min $200k - Max $225 + annual bonus AS A MEMBER OF THE EQUINOX TEAM YOU WILL RECEIVE: • We offer competitive salary, benefits, and industry leading commission opportunities for club employees • Complimentary Club membership • Perks and incentives with our products and services including Personal Training, Pilates, Spa and Shop NOTE: This job description is intended to describe the general requirements for the position. It is not a complete statement of duties, responsibilities or requirements. Other duties not listed here may be assigned as necessary to ensure the proper operations of the department.  Equinox is an equal opportunity employer. For more information regarding our career opportunities, please visit one of our clubs or our website at  careers.equinox.com All your information will be kept confidential according to EEO guidelines. Must have a legal right to work in the United States.

Requirements

Must-haves

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.
12+ years of experience in CRM, lifecycle marketing, retention, or a related discipline, with at least 5 years in a leadership role.
Proven experience defining CRM strategies and roadmaps that drive customer engagement, retention, revenue, and channel growth.
Deep expertise in lifecycle marketing, audience segmentation, personalization, campaign planning, testing, and journey optimization.
Strong analytical skills with experience translating customer and channel performance into clear insights, priorities, and business recommendations.
Excellent leadership, communication, and cross-functional management skills, with the ability to align teams and drive execution in a complex organization.
AS A MEMBER OF THE EQUINOX TEAM YOU WILL RECEIVE:
We offer competitive salary, benefits, and industry leading commission opportunities for club employees
Complimentary Club membership
Perks and incentives with our products and services including Personal Training, Pilates, Spa and Shop
Equinox is an equal opportunity employer. For more information regarding our career opportunities, please visit one of our clubs or our website at  https://careers.equinox.com/
All your information will be kept confidential according to EEO guidelines. Must have a legal right to work in the United States.

Nice-to-haves

Bachelor’s degree in Marketing, Business, or a related field; MBA preferred.
Pay Transparency: Min $200k - Max $225 + annual bonus

Application prep

Use the role’s language and application details while tailoring your materials.

Platform: smartrecruiters
Effort: medium