Manager, Digital Marketing Lifecycle Strategy

The Manager of Lifecycle Strategy plays a critical role in defining how customers and prospects are engaged across the lifecycle to increase relevance, conversion, retention, and long-term customer value. This individual will own engagement recency strategy, journey development, audience planning, persona activation, journey reporting, and the lifecycle roadmap, translating customer insights and business priorities into clear strategies for activation across digital channels.

The ideal candidate combines strategic lifecycle marketing expertise, customer and audience insight, analytical rigor, and strong cross-functional leadership. This role requires a strategic thinker who can connect customer needs with business objectives, establish scalable planning frameworks, guide channel and activation teams, and continuously improve lifecycle performance through data-driven insights and experimentation.

Lifecycle Strategy & Roadmap

• Own and evolve the lifecycle strategy and roadmap, aligning priority journeys, audiences, personas, and engagement opportunities to business objectives and customer needs.
• Define lifecycle stages, strategic use cases, decision frameworks, and sequencing initiatives to guide annual and quarterly planning.
• Lead engagement recency strategy by establishing contact and eligibility approaches based on customer behavior, lifecycle stage, channel activity, and communication history.
• Define personalization requirements for creative, offers, content, and customer experiences.
• Identify gaps and growth opportunities across the customer lifecycle, then translate them into prioritized strategic initiatives, requirements, and measurable outcomes.
• Partner with channel, product, analytics, customer experience, operations, and technology stakeholders to align the lifecycle roadmap with organizational priorities, dependencies, and delivery plans.
• Lead enterprise conversion optimization efforts across prospect and Owner digital experiences.
• Design and manage experimentation programs focused on increasing conversions, engagement, customer acquisition, and customer retention.
• Develop testing roadmaps aligned with business objectives and digital strategy initiatives.
• Analyze test results and provide actionable recommendations to executive stakeholders.
• Establish optimization best practices and experimentation frameworks across the organization.

Experimentation & Conversion Rate Optimization (CRO)

Customer Data Platform (CDP) Collaboration

• Partner closely with CDP leadership and technical teams to leverage customer profiles, audience segmentation, behavioral data, and personalization use cases.
• Help define requirements for customer data activation strategies supporting personalization initiatives.
• Ensure alignment between personalization of roadmaps and CDP investments.
• Identify opportunities to improve customer journey orchestration through better use of customer data.

Analytics & Measurement

• Work closely with GA4 stakeholders and analytics teams to establish measurement frameworks supporting personalization and optimization initiatives.
• Define KPIs, dashboards, attribution models, and reporting standards.
• Utilize insights across multiple platforms and dashboards to evaluate experiment effectiveness and customer behavior trends.
• Establish data-driven decision-making practices across personalization and optimization programs.

Cross-Functional Leadership

• Collaborate with Marketing, Product, Analytics, Development, Customer Experience, and CDP teams.
• Influence stakeholders and drive alignment across multiple business functions.
• Translate business objectives into actionable personalization and optimization initiatives.
• Present recommendations, results, and roadmap updates to leadership teams.

To fulfill this role successfully, you must possess the following minimum qualifications and experience:

• 5+ years in Lifecycle Marketing, CRM, Loyalty, Retention Marketing, Customer Marketing, or related disciplines.
• 3+ years of experience leading enterprise personalization programs
• Experience building lifecycle strategies, not just executing campaigns.
• Experience managing customer journeys and automated programs.
• Experience building and managing experimentation programs including A/B testing and multivariate testing.
• Experience supporting AI-driven marketing initiatives.
• Strong understanding of Customer Data Platforms (CDP), audience segmentation, customer profiles, and customer activation strategies.
• Strong understanding of customer journey mapping and personalization frameworks.
• Ability to build business cases and quantify optimization opportunities.
• Excellent communication, presentation, and stakeholder management skills

When you join Hilton Grand Vacations, you join a group of Team Members dedicated to helping Owners and Guests around the world make every vacation they take a memorable one. Hilton Grand Vacations is a leading vacation ownership company bringing our Guests vacation dreams to life.

We are an equal opportunity employer and value diversity at our company. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status.

We will ensure that individuals with disabilities are provided reasonable accommodation to participate in the job application or interview process, to perform essential job functions, and to receive other benefits and privileges of employment. Please contact us to request accommodation.