Director, Lifecycle Marketing

Leadership | Global Talent Acquisition & Operations Director, Marketing | Lifecycle | Repeat | Luxury Travel Kensington is seeking a strategic, data-driven Director, Lifecycle Marketing to lead our customer‑journey Centre of Excellence and drive repeat travel, direct lead growth, and customer lifetime value across all brands (Tours, Cruise, UltraLuxe, Vacations). Reporting to the VP, Marketing & Partnerships, this leader owns the end‑to‑end traveler journey—designing, automating, and optimizing personalized communications that turn first‑time clients into lifelong Kensington travelers. What You’ll Lead Retention, Loyalty & Customer Journeys Build and execute Kensington’s repeat‑traveler, loyalty, and retention strategy. Design full‑funnel journeys (pre‑trip → in‑trip → post‑trip → reactivation) with personalized touchpoints. Develop retention playbooks for key traveler segments across all brands. Partner cross‑functionally to ensure a seamless, high‑touch luxury customer experience. Oversee CRM strategy, data integrity, and all lifecycle communications. Lead the CRM & Loyalty team in building automated, segmented, and behavior‑based journeys. Strengthen CRM infrastructure (HubSpot), segmentation, reporting, and predictive modeling. Drive contact strategy improvements across email, SMS, and direct mail. Lead Kensington’s Loyalty & Gifting Program—tiers, benefits, and premium moments. Design surprise‑and‑delight experiences and post‑trip journeys that drive advocacy & rebooking. Oversee NPS/CSAT integration and high‑touch customer engagement initiatives. Lifecycle Campaigns & Automation Deliver integrated, multi‑channel lifecycle campaigns across email, paid, SMS, content, and direct mail. Scale automated workflows using AI, personalization, and dynamic content. Integrate co‑op and tourism‑board partners into lifecycle journeys. Maintain campaign calendars, A/B testing programs, and performance optimization loops. Performance & Analytics Own key lifecycle metrics: repeat rate, rebooks, retention, lead volume, loyalty engagement, CLV, data health. Build dashboards and executive scorecards; present insights quarterly to leadership. Champion a test‑and‑learn culture across CRM and lifecycle programs. Leadership & Cross‑Functional Influence Lead and grow a high‑performing CRM, loyalty, and email team. Partner with Marketing, Product, Sales, Operations, Partnerships, and Customer Care. Manage martech, CRM, loyalty, and automation vendor relationships. Advocate for customer‑centricity, personalization, and AI‑enabled marketing. What You Bring 8–10+ years in CRM, lifecycle, loyalty, or retention (luxury/premium travel or hospitality ideal). Proven success improving repeat travel, retention, or CLV at scale. Strong expertise in CRM platforms (HubSpot preferred) and marketing automation. Advanced data literacy and segmentation/personalization capability. Experience building loyalty or gifting programs. Exceptional communication and leadership skills. Passion for luxury travel and delivering unforgettable experiences. Who You Are Customer‑obsessed and energized by building loyalty through personalization and service. Strategic and hands‑on; thrives in a fast‑paced, entrepreneurial environment. Collaborative, curious, and committed to elevating the traveler experience. Lives Kensington’s values of excellence, curiosity, connection, and crafted journeys. We are committed to providing employment accommodation in accordance with the Ontario Human Rights Code and the Accessibility for Ontarians with Disabilities Act. If you require accommodation due to a disability at any stage of our hiring process, please advise us when completing your application. We thank all candidates for their interest however only those selected for an interview will be contacted. Seniority level: Director Employment type: Full‑time Job function: Marketing Industries: Travel Arrangements #J-18808-Ljbffr