Director, CRM and Lifecycle Marketing

Director, CRM and Lifecycle Marketing

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 will be a hybrid position based out of our office in Chicago, IL. This is a high-visibility role for a marketer who loves the intersection of strategy and performance, builds programs with rigor, and never stops at "it went out the door."

If you're the kind of leader who obsesses over what moved the needle, brings structure to ambiguity, and gets energized by owning outcomes end-to-end, we'd love to meet you.

What You'll Own

Full-Lifecycle Campaign Strategy (30%)

You'll translate business priorities into campaigns that move customers, and you'll own the strategy from the first brief to the final performance read.

• Build and execute campaign plans across Email, Direct Mail, SMS, and Events that map directly to product and growth objectives. Every channel has a purpose; nothing runs without rationale.
• Own personalization strategy across all four channels and continuously evolve the growth plays that bring it to life. Personalization here means data-driven decisioning, not just a first-name merge field.
• Partner with Product Marketing to keep campaign sequencing aligned to active go-to-market priorities.
• Drive measurable outcomes across the full lifecycle: Acquisition, Renewal, Win-back, Cross-sell, Engagement, and Ad Hoc programs. Each motion has defined success metrics, and you own them.
• Maintain a rolling prioritization view that flags capacity constraints and sequencing risks. Your team should never be surprised by what is coming.
• Every campaign entering the queue arrives with a clear owner, defined KPI metrics, and requirements plan.

Performance Ownership & Revenue Accountability (35%)

You'll be the keeper of the number. That means owning the campaign revenue scorecard across all lifecycle programs and knowing, at any moment, how your channels are performing against it.

• Own attributed revenue, transaction and quote volume, and channel-level performance reporting for all lifecycle campaigns.
• Produce and present a weekly performance narrative grounded in business outcomes. Engagement metrics are context, not the story.
• When performance gaps emerge, you diagnose fast and have a revised strategy in the market as quickly as possible.
• Run at least one structured A/B test per product line per month, with clean holdout design and results that directly feed your next move.
• Communicate results clearly and confidently to Good Sam senior leadership and the Camping World C-suite, with a pre-calibrated point of view and plan to pivot.

Channel Execution Partnership (15%)

Strategy without clean execution is just a slide deck. You'll own the handoff and hold the outcome.

• Deliver complete, well-defined campaign briefs to Email, Direct Mail, SMS, and Event channel leads. Complete means channel plan, audience logic, success metrics, and timeline, before it touches a single resource.
• Hold outcome accountability for revenue driven by in-scope campaigns. The channel leads own execution; you own the number.
• Lock CID structure and campaign taxonomy before anything enters production. Attribution integrity starts here, and you'll protect it.

Team Leadership (20%)

We have a strong team. Your job is to lead them and ensure they are focused on our shared priorities.

• Lead and develop direct reports across the Loyalty/Membership and Protection Product CRM campaign lanes. These are talented people who want to grow; give them the structure and coaching to do it.
• Set the quality bar on segmentation logic, offer design, and measurement rigor. You're the last reviewer before anything reaches leadership, and that standard should be felt throughout the work.
• Coach a performance-first mindset across the team. Every tactic connects to a revenue or growth outcome. If it doesn't, it doesn't ship.
• Model and set the expectation that Claude Enterprise and other AI products are standard productivity tools in this team's workflow.

What Success Looks Like

• YoY improvement in CRM email's share of Protection Products and Membership revenue. Tracked and reported.
• Every campaign has a defined revenue outcome metric. You can cite current performance without looking it up.
• Signal identified, root cause diagnosed, revised strategy in market fast.
• One clean A/B test per product line per month. Results feed directly into strategy, not a deck.
• Briefs handed to channel leads are complete on receipt. No rework. No missing CIDs at launch.
• Direct reports are active Claude Enterprise users. At least one net-new Claude Skill built per quarter.
• Leadership receives clear, pre-calibrated performance narrative. No surprises.

What You'll Bring

• 10-15+ years of CRM lifecycle experience at enterprise scale, with direct, demonstrable revenue accountability across complex, multi-product customer bases. You can cite outcomes from prior roles.
• Proven ability to build the frameworks, processes, and operating rhythms that turn one-time execution into repeatable, scalable programs. This role builds the CRM system and runs it.
• Deep fluency in full lifecycle architecture: acquisition funnels, renewal programs, win-back sequences, upgrade and cross-sell design.
• Multi-channel scope: 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.
• SFMC or comparable enterprise ESP proficiency. Familiar with journey logic and data extension structure.
• Proven 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. You pull and interpret your own campaign reports.
• Demonstrated, repeatable AI-assisted workflows using LLM tools. Active Claude Enterprise user preferred.
• Strong written communication calibrated by audience: operational detail for the team, business narrative for leadership, concise framing for the C-suite.
• Experience managing a group of channel leads and team members across Email, Direct Mail, and other owned channels, with a track record of setting clear priorities, removing blockers, and creating the conditions for your team to do their best work.

General Compensation Disclosure

The pay range for this role considers several factors in making compensation decisions including but not limited to skill sets; experience and training; licensure and certifications; and other business and organizational needs. At Camping World, it is not typical for an individual to be hired at or near the top of the range for their role and compensation decisions are dependent on the factors stated. A reasonable estimate of the current range is listed below.

Pay Range:

$147,800.00-$226,600.00 Annual

In addition to competitive pay, we offer Paid Time Off, 401(k), an Employee Assistance Program, Good Sam Roadside Assistance, discounts, paid parental leave (if eligibility is met), Tuition Reimbursement (if eligibility is met), and on the job training opportunities. Full-time associates are offered a comprehensive benefit package including medical, dental, vision and more! Part-time associates are offered access to dental & vision coverage! For more information please visit: www.mycampingworldbenefits.com

We are an equal employment opportunity employer. The Company's policy is not to discriminate against any applicant or employee based on race, color, sex, sexual orientation, gender identity, religion, national origin, age (40 and over), disability, veteran or uniformed service-member status, genetic information, or any other basis protected by applicable federal, state, or local laws.