Director, CRM and Lifecycle Marketing

About the Role

Good Sam is looking for a Director, CRM and Lifecycle Marketing to own campaign strategy and revenue outcomes across our Membership/Loyalty and Protection Products portfolios, spanning the full customer lifecycle. This is a high-visibility role for a marketer who thrives at the intersection of strategy and performance, builds programs with rigor, and obsesses over what moves the needle. If you're a leader who brings structure to ambiguity and gets energized by owning outcomes end-to-end, we'd love to meet you. This is a hybrid position based out of our Chicago, IL office.

Responsibilities

• Full-Lifecycle Campaign Strategy (30%)
  • Translate business priorities into campaigns that drive customer action, owning strategy from brief to performance read.
  • Build and execute campaign plans across Email, Direct Mail, SMS, and Events aligned with product and growth objectives.
  • Develop and own personalization strategy across all channels, using data-driven decisioning beyond basic merge fields.
  • Partner with Product Marketing to align campaign sequencing with go-to-market priorities.
  • Drive measurable outcomes across Acquisition, Renewal, Win-back, Cross-sell, Engagement, and Ad Hoc programs, each with defined success metrics.
  • Maintain a rolling prioritization view to flag capacity constraints and sequencing risks, ensuring campaigns enter the queue with clear ownership, KPIs, and requirements.
• Performance Ownership & Revenue Accountability (35%)
  • Own the campaign revenue scorecard across all lifecycle programs, tracking attributed revenue, transaction and quote volume, and channel-level performance.
  • Produce and present a weekly performance narrative grounded in business outcomes, focusing on revenue impact rather than engagement metrics.
  • Diagnose performance gaps quickly and implement revised strategies in-market.
  • Run at least one structured A/B test per product line per month with clean holdout design, using results to inform strategy.
  • Communicate results clearly to senior leadership and the Camping World C-suite with a pre-calibrated point of view and pivot plan.
• Channel Execution Partnership (15%)
  • Deliver complete, well-defined campaign briefs to Email, Direct Mail, SMS, and Event channel leads, including channel plan, audience logic, success metrics, and timeline.
  • Maintain outcome accountability for revenue driven by in-scope campaigns while channel leads own execution.
  • Lock CID structure and campaign taxonomy before production to ensure attribution integrity.
• Team Leadership (20%)
  • Lead and develop direct reports across Loyalty/Membership and Protection Product CRM campaign lanes, providing structure and coaching for growth.
  • Set high standards for segmentation logic, offer design, and measurement rigor, reviewing work before it reaches leadership.
  • Coach a performance-first mindset, ensuring every tactic connects to a revenue or growth outcome.
  • Model and set expectations for using AI tools like Claude Enterprise as standard productivity tools in the team's workflow.

What Success Looks Like

• Year-over-year improvement in CRM email's share of Protection Products and Membership revenue, tracked and reported.
• Every campaign has a defined revenue outcome metric, with current performance at your fingertips.
• Rapid signal identification, root cause diagnosis, and revised strategy implementation.
• One clean A/B test per product line per month, with results directly feeding strategy.
• Campaign briefs handed to channel leads are complete on receipt, with no rework or missing CIDs at launch.
• Direct reports actively use Claude Enterprise, with at least one net-new Claude Skill built per quarter.
• Leadership receives clear, pre-calibrated performance narratives with no surprises.

Requirements

• 10-15+ years of CRM lifecycle experience at enterprise scale, with direct revenue accountability across complex, multi-product customer bases.
• Proven ability to build frameworks, processes, and operating rhythms that turn execution into repeatable, scalable programs.
• Deep fluency in full lifecycle architecture: acquisition funnels, renewal programs, win-back sequences, upgrade and cross-sell design.
• Multi-channel experience: Email and Direct Mail required; SMS and Event a strong plus.
• Strong command of audience segmentation, suppression logic, and attribute-based audience construction in a data warehouse environment.
• Proficiency in SFMC or comparable enterprise ESP, including journey logic and data extension structure.
• Ability to partner with Product Marketing to translate business priorities into campaign execution plans.
• Structured A/B testing methodology with clean holdout design and results-to-strategy discipline.
• Data-first working style with the ability to pull and interpret your own campaign reports.
• Demonstrated, repeatable AI-assisted workflows using LLM tools; active Claude Enterprise user preferred.
• Strong written communication tailored to different audiences: operational detail for the team, business narrative for leadership, concise framing for the C-suite.
• Experience managing channel leads and team members across Email, Direct Mail, and other owned channels, with a track record of setting clear priorities and removing blockers.

Pay

The pay range for this role is $147,800.00 - $226,600.00 annually, considering factors such as skill sets, experience, training, and other business needs.

Benefits

• Paid Time Off
• 401(k)
• Employee Assistance Program
• Good Sam Roadside Assistance
• Discounts
• Paid parental leave (if eligibility is met)
• Tuition Reimbursement (if eligibility is met)
• On-the-job training opportunities
• Comprehensive benefit package including medical, dental, and vision for full-time associates
• Dental and vision coverage for part-time associates