Head of Marketing, Hospitality

Job Description

Director of Retention Marketing COMPANY: The Health Institute
Full-Time Employee
The Health Institute is seeking a Director of Retention Marketing to own the strategy and execution of our customer lifecycle, with accountability for retention revenue, customer lifetime value (LTV), subscription retention, and the performance of our owned marketing channels.
This is a highly commercial leadership role at the intersection of marketing, analytics, customer experience, and revenue growth. You will own strategies across Email, SMS, Direct Mail, lifecycle marketing, subscriptions, segmentation, reactivation, and customer engagement.
You will also play a critical role in supporting our Sales organization and practitioners by ensuring leads and customers receive the right communication at the right time throughout the customer journey.
The ideal candidate combines commercial instincts, analytical rigor, customer empathy, strategic thinking, and exceptional execution. You should be comfortable owning meaningful revenue, managing a high-performing team, and moving quickly in a fast-paced, entrepreneurial environment.

What You’ll OwnRetention Revenue & Customer LTV
Own the company’s retention marketing strategy and customer lifetime value.
Drive revenue through Email, SMS, Direct Mail, lifecycle marketing, subscriptions, repeat purchases, cross-sells, upsells, and reactivation.
Establish and manage retention revenue goals and forecasts.
Identify opportunities to increase retention, LTV, and profitable customer growth.
Understand the relationship between CAC, retention, LTV, and overall marketing economics.
Partner with Growth and Finance to establish LTV targets and measure performance.

Email, SMS & CRM
Own strategy, performance, and execution across Email, SMS, and Direct Mail.
Develop channel strategies aligned to revenue and customer engagement goals.
Develop sophisticated segmentation based on customer behavior, lifecycle stage, purchase history, engagement, interests, and program participation.
Build personalized customer journeys rather than relying on one-size-fits-all communication.
Own testing across messaging, offers, segmentation, frequency, timing, creative, CTAs, personalization, and customer journeys.
Lifecycle & Marketing Automation
Build and continuously optimize automated customer journeys.
Identify gaps and friction throughout the customer journey.
Develop behavior-based triggers and automated experiences that improve conversion, retention, and customer experience.

Identify leading indicators of churn and develop interventions for at-risk customers.
Analyze why customers cancel and translate those insights into retention strategies.
Partner with Product and Operations when churn is driven by customer experience or operational issues.
Own lifecycle communication supporting the sales pipeline.
Support practitioners and sales teams with timely customer and prospect communications.
Build journeys based on lead source, interests, customer needs, and sales stage.
Translate common customer objections into effective lifecycle messaging.
Establish a clear process for updating customer communications as programs, products, pricing, and operational processes evolve.

Identify opportunities across retention, reactivation, cross-sell, subscription, and high-value customer segments.
Coordinate audience selection, creative, offers, production, and measurement.
Customer Research & Insights
Own the company’s customer survey and research strategy.
Develop ongoing programs to understand customer:
Turn customer feedback into actionable business recommendations.
Identify recurring themes and communicate insights to Marketing, Operations, Product, Sales, and leadership.
Partner with Operations to ensure customer feedback translates into meaningful improvements.

Customer Experience
Partner with Operations to improve the end-to-end customer experience.
Identify customer pain points through behavioral data, surveys, support feedback, churn data, and lifecycle performance.
Develop communication solutions for customer confusion, education, and expectation-setting.
Ensure customers receive communications that accurately reflect the experience they ultimately receive.

Partner on lead-generation campaigns, landing pages, lead magnets, quizzes, offers, and educational content.
Develop nurture strategies that convert leads into customers over time.
Analyze lead quality and downstream customer value by acquisition source.
Create feedback loops between acquisition and retention to help the business acquire higher-LTV customers.

Own performance reporting across retention revenue, LTV, Email, SMS, Direct Mail, subscriber growth, churn, repeat purchase, reactivation, lifecycle conversion, list growth, engagement, and deliverability.
Analyze customer cohorts to understand retention and LTV trends.
Partner with Analytics/BI to ensure reporting is accurate and actionable.
Present clear performance narratives to leadership, including what happened, why it happened, and what should happen next.

Lead, develop, and manage a small, high-performing retention marketing team.
Establish clear ownership, priorities, goals, and performance expectations.
Identify opportunities to leverage agencies, freelancers, technology, and automation.

8+ years of experience in retention marketing, CRM, lifecycle marketing, Email/SMS, subscription marketing, or a related discipline.
~3+ years of experience managing and developing marketing teams.
~ Demonstrated experience owning a meaningful retention revenue target.
~ Advanced experience with segmentation, lifecycle automation, CRM, and customer journeys.
~ Demonstrated success improving customer retention and LTV.
~ Experience supporting sales funnels or longer consideration-cycle customer journeys strongly preferred.
~ Strong analytical capabilities, including cohort and customer-level analysis.
~ Experience developing customer surveys and translating research into business recommendations.
~ We’re looking for a commercially minded retention marketing leader who knows how to turn customer behavior, data, and insights into measurable revenue growth.
Has deep expertise in Email, SMS, CRM, lifecycle marketing, segmentation, and automation.
Is highly analytical and comfortable using data to identify opportunities and drive decisions.
Understands customer behavior and knows how to turn insights into stronger retention and customer experiences.
Is an exceptional cross-functional leader who can partner with Sales, Paid Media, Creative, Operations, Product, and Analytics.
Has experience building and leading a high-performing team.

Most importantly, this person sees retention as a growth engine and is excited to build the strategies, systems, and customer experiences that drive long-term revenue and customer value.
Apply below to be considered for the Director of Retention Marketing position.