Vice President of CRM, Lifecycle & Automation

Position: Vice President of CRM, Lifecycle & Automation Status: Full-Time / Permanent / Exempt Reports To: Chief Growth Officer Location: Remote (U.S.) Salary: $200,000-$240,000 Per Year Incentives: Annual Bonus + Equity The Opportunity This is a new, senior role reporting directly to the Chief Growth Officer, building and owning the CRM, lifecycle, and marketing-automation engine for the SavATree brand. Where our demand team fills the top of the funnel, you own what happens next with your northstar metric being long-term customer lifetime value (LTV). You will set the lifecycle and retention strategy that moves it, across a strong foundation of retention above 80% and over a third of revenue already recurring. You will operate as a super-senior individual contributor — owning strategy and driving execution yourself. This isn't for everyone, but for the right person it's the way they prefer to work. You'll stand up and in some cases modify our lifecycle programs end to end — email and SMS journeys, retention and prepay campaigns, cross-sell and reactivation, winback, and automated review generation — on a modern stack (Braze, Dynamics, Hatch), pulling the data you need yourself from Snowflake. A defining feature of this role: because so much of our customer experience happens at the local level, your work drives action well beyond the inbox. The lead scores and signals you build will trigger not just emails and texts, but actions taken at the branch and in the field. We're looking for someone who sees around corners on how AI and automation reshape the funnel and the customer experience, and who has the taste and technical depth to build this function from the ground up. What you'll own The LTV mandate & strategy Own long-term customer LTV as your core KPI and set the lifecycle and retention strategy to move it Own cancellation / winback timing and approach company-wide, and measure the outcomes Establish lead scoring that drives action across the org, which will drive not just emails and texts but also call center and local salesperson prioritization and action Operationalize personalization and segmentation so the right SMS/email/call reaches the right customer at the right time Set direct-mail strategy for retention and winback, activated by the growth channel leader Programs, platform & measurement Email / SMS lifecycle programs and customer journeys Retention, prepay, cross-sell, and reactivation programs Marketing automation & administration (Braze, CDP) Customer data, audiences, segmentation & suppression Identify any gaps in event streams needed for triggers and partner with Technology team to stand them up Automated customer notifications that improve the service experience (appointment and service scheduling, reminders, post-service notification) AI embedded into flows, reporting, and creative generation Automated review-generation engine Measurement on all lifecycle campaigns – focusing on sales activity (appointments and purchases, not open rates and clicks) NPS / CSAT measurement and closed-loop learning Where you'll partner You'll collaborate across the business to action the plan that maximizes LTV and growth: VP Growth: fills the top of the funnel and activates the retention/winback direct mail you set strategy for Director of Brand & Integrated Marketing: owns the campaign calendar, offers, and creative you deploy through lifecycle channels Technology team: Snowflake, data pipelines, and the ERP/CRM systems your programs run on Sales & Operations: local actions your lead scores trigger Finance: LTV measurement Your team This role is built for a super-senior individual contributor: you'll own strategy and drive execution yourself, with contractor and agency support (including existing Braze support) and deep enough data and technical chops to unblock yourself. You can leverage agency/contractor support as needed. We’ll expect that you’ll eventually take on CRM & Lifecycle for our Thrive house of brands division (20+ lawn care focused brands), which would come with bringing on additional support for you. Why you'll love this role You get to build. This is a greenfield opportunity to stand up the lifecycle and CRM engine for a scaling, category-leading company that has the data that has high growth expectations and the organizational ability to move quickly. We are data-driven, with access to the data you'll need to succeed. This role's executive sponsor operates with a highly aligned, loosely coupled approach to people management — the person in this role will have the latitude to move fast because they exhibit superior judgment and strategic thinking behind their decisions. The right candidate has expertise in: Retention, lifecycle, loyalty, or subscriber marketing — with a quantifiable track record of moving LTV via xsell/upsell/winback Standing up lifecycle where the data wasn't ready — scoping a minimum viable event set, partnering with data engineering, and shipping flows off clean triggers Designing and building email/SMS journeys, segmentation, and personalization that drive conversion and retention Using AI in production — not just in experiments — to automate flows, reporting, or personalization Enterprise CRM (e.g., Salesforce, Microsoft Dynamics) and a modern ESP (e.g., Braze, Klaviyo, Iterable) Deep data and technology chops to unblock yourself — using data tables in Snowflake to build the audiences you need and the pipelines to your tools Retention and lifetime-value programs — prepay, cross-sell, reactivation, referral, winback Review-generation / reputation automation (a plus) B2C multi-location / field-based business (a huge plus) Qualifications Bachelor's degree 8+ years in retention, lifecycle, loyalty, or subscriber marketing Has operated as a senior leader (Sr. Director / VP or equivalent) in a B2C environment Quantifiable track record of moving a primary LTV or retention metric at scale Deeply analytical — lifetime value, cohort / retention, funnel conversion, and incrementality Hands-on with a modern martech stack (enterprise CRM + ESP) and comfortable in a data warehouse (Snowflake) Strong project-management skills and attention to detail, with the ability to run many programs simultaneously Excellent written and verbal communication skills — experienced in executive presentation Track record collaborating with cross-functional teams — Technology, Sales, Marketing, and Finance Approach to the role Treats LTV like their own P&L and works backward from it relentlessly Sees the full customer journey, not just the inbox Ships and tests fast Strong judgment: a clear point of view on what good lifecycle looks like that is founded on customer strategy Comfortable as a super-senior individual contributor: owns strategy and drives execution, and prefers to work that way Creates lightweight process where needed to simplify Low ego: you focus on team wins and care little who gets credit High ambition: you do great work because it’s core to who you are Thrives in ambiguity and a fast-changing environment