Director of Retention Marketing, CRM

VICI

. Build the customer journey by leading retention marketing strategies and the CRM channel .

Posted 10/2/2026full-timeWalnut Creek • California • United StatesLead💰 $160,000 - $180,000 per yearWebsite

Core Competencies

Role fit

Core Competencies

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Demonstrates expertise in lifecycle and retention marketing strategies, including email, CRM, and loyalty program management. Proven ability to analyze data for optimizing customer journeys and driving engagement, retention, and revenue growth.

Highest-signal resume keywords

Lifecycle MarketingRetention StrategyEmail Campaign ManagementLoyalty Program OwnershipData Analysis

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills

Customer SegmentationA/B TestingMultivariate TestingAutomated ProgramsEmail Deliverability MonitoringCampaign OptimizationRetention TacticsWinback StrategiesPerformance ReportingKPI Management

Soft Skills

Project ManagementTeam LeadershipAnalytical SkillsCommunication SkillsCollaboration

Tools & Technologies

ESP PlatformsSMS PlatformsCRM SystemsLoyalty Technology Vendors

Certifications & Qualifications

BA/BS in BusinessBA/BS in MarketingBA/BS in Analytics

Industry Keywords

Direct-to-Consumer MarketingCustomer JourneyChurn PreventionSubscriber ConversionEngagement KPIsRetail EnvironmentCompliance RegulationsCAN-SPAMTCPA

About the role

Key responsibilities & impact

Build the customer journey by leading retention marketing strategies and the CRM channel
Manage email, SMS, app and web push, and loyalty programs
Own the end-to-end customer journey from onboarding through repeat purchases, lapsed-customer winback, and loyalty performance
Grow the active customer file, subscriber conversion, and churn-prevention tactics to increase purchase frequency and lifetime value
Own list growth, subscriber conversion, retention strategy, segmentation, and the active customer file across retention channels
Build and manage A/B and multivariate testing roadmaps across the customer lifecycle, winback, and loyalty programs
Develop winback strategies and targeted reactivation campaigns
Lead email and SMS campaign strategy, segmentation, execution, testing, deployment, analysis, and optimization
Increase purchase frequency and lifetime value through lifecycle campaigns, personalization, and journey optimization
Own the loyalty program structure, enrollment growth, utilization, tier progression, rewards, promotion calendar, and optimization
Use sales and campaign data to drive revenue, repeat purchase, retention/lapse, list growth, engagement, and loyalty KPIs; report proactively to leadership
Collaborate with eCommerce, Social, and Paid Media leads to optimize customer experience and coordinate brand narratives and promotion calendars
Manage ESP, SMS, and loyalty technology vendors
Lead and develop a team of two while assigning responsibilities, setting objectives, monitoring progress, and providing feedback

Requirements

What you’ll need

8+ years of direct-to-consumer marketing experience in lifecycle and retention marketing, including email, CRM, loyalty, and customer segmentation
Proven experience owning loyalty program strategy and performance, including program setup, driving enrollment, utilization, and tier progression
Experience managing a high-volume email/SMS program with complex, layered segmentation strongly preferred
Demonstrated ownership of program performance, including setting targets, reporting results transparently, and course-correcting based on data
Experience monitoring email/SMS deliverability and ensuring compliance with applicable regulations (e.g., CAN-SPAM, TCPA) across a high-volume sending program
Hands-on ESP and SMS platform experience, including building automated/triggered programs within platform capabilities
Prior people management experience required
BA/BS in business, marketing, analytics, or related field (or equivalent experience)
Strong analytical and commercial instincts
Proven people leadership and team development experience
Executive-ready written and verbal communication skills
Excellent project management skills
Ability to work in a fast-paced, high-growth retail environment with competing priorities and tight timelines
Works in an indoor office/home office environment; able to sit for long periods, stand and walk intermittently, use office equipment, and occasionally lift or pull up to 20 pounds