Email Marketing & Lifecyle Manager

GENERAL SUMMARY

We are seeking a strategic, execution-oriented Email & Lifecycle Marketing Manager to scale our email performance and lifecycle programs, positioning email as a primary driver of new memberships, retention, and lifetime value, while supporting paid email and direct mail acquisition efforts. 

The right person for this role thinks strategically, moves quickly, and takes pride in the quality of every send. You will own the email calendar, lifecycle journeys, and campaign strategy while directing AI agents to produce copy, briefs, and campaign calendars that you review and approve before deployment. This role reports to the SVP of CRM and works closely with the AI Marketing Specialist and email platform team in a fast-paced, multi-campus environment. 

This is a full-time, in-office role with weekend support as needed 

Our Culture

Our unique culture is at the heart of all we do and is guided by our values and behaviors. It’s what we expect of ourselves and each other every day. We call it our “Code of Culture”.

Our Code of Culture includes Our Mantra, Our Actions We Live By, and Pete’s Promise:

Our Mantra:

Respect The Past

Accept Responsibility

Pay it Forward

Our Actions We Live By:

Actions We Live By. It’s who we are when we step into our full power.

Keep It Real. Always. We need open and honest discussions. We need courage to speak up and to call things out that aren’t good enough. And we navigate tough conversations with empathy and grace.

Think Ahead. Be An Owner. Always be proactive, not reactive; be on the front foot. If we want to be an owner of this business, we must act like it!

Stay Humble. Hustle Harder. Show up and do the hard work. Be a gritty, roll-up-your-sleeves kind of crew. Know it’s never about one person–we are a part of a powerful team.

One Team. One Voice. Be ONE united team. When we move in the same direction, there are no limits to what we can accomplish.

Be Curious. Ask Why. Stay member curious. We seek to understand, and we never settle. We ask questions to truly understand the core of a matter.

Pete’s Promise:

Service Forward

Ruthlessly Consistent

Do the Right Thing 

Nothing in this job description restricts management’s right to assign or reassign duties and responsibilities to this job at any time.

KEY RESPONSIBILITIES

Email Growth & Lifecycle Strategy

• Develop and execute email marketing strategy across content, cadence, segmentation, and personalization.
• Own promotional, transactional, triggered, and automated journey execution across the lead and member funnel.
• Drive retention, re-engagement, and cross-sell initiatives.
• Monitor campaign performance, identify trends, and apply insights to continuously improve results. 

AI-Directed Campaign Execution

• Brief, direct, and QA AI agents to produce email copy, subject lines, and campaign calendar builds, refining output for audience, offer, and compliance before every deployment.
• Maintain prompt frameworks, brand guidelines, and content standards that feed AI workflows.
• Identify opportunities to improve AI output quality and expand agent use across campaign formats. 

Paid Email & Direct Mail

• Define strategy, audience targeting, and messaging for paid email and direct mail programs.
• Manage vendor relationships, evaluate ROI and incrementality, and optimize spend within budget. 

Automation & Personalization Strategy

• Build lifecycle journey automation strategy, defining trigger logic, timing, segmentation rules, and personalization requirements.
• Identify personalization opportunities to capture first-party data and drive engagement.
• Define attribution frameworks and surface actionable performance insights. 

Channel Reporting & Performance Analysis

• Own email channel reporting: open rates, CTR, conversion, deliverability, unsubscribe trends, and revenue attribution.
• Conduct quarterly hindsight analysis, extracting and analyzing data to identify trends and deliver forward-looking channel recommendations.
• Maintain a structured A/B testing roadmap; translate results into clear optimization actions.

Deliverability, Compliance & Governance

• Maintain deliverability standards: list hygiene, sender reputation, suppression management, and engagement monitoring.
• Ensure compliance with CAN-SPAM, GDPR, and applicable regulations.
• Partner with the AI Marketing Specialist to align cross-channel contact strategy and cadence governance.

MINIMUM QUALIFICATIONS

To perform this job successfully, an individual must be able to perform each primary job function satisfactorily.  The requirements listed below are representative of the knowledge, skill and/or ability required.  Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions.

QUALIFICATIONS

• 3-5 years in email marketing, lifecycle marketing, or CRM marketing with demonstrated ownership of multi-touch campaigns.
• Proven ability to drive conversion, retention, and revenue impact through owned email channels.
• Strong familiarity with segmentation, journey design, automation strategy, deliverability, and A/B testing.
• Comfortable directing and QA-ing AI agents to produce on-brand content at scale; this is a core job function.
• Analytical mindset: extracts insights from campaign data and translates them into clear strategic recommendations.
• Highly organized with the ability to manage shifting priorities in a high-volume, fast-paced environment.
• Salesforce Marketing Cloud experience preferred.

SKILLS & KNOWLEDGE

• Business and Management Principles - Knowledge of business and management principles involved in strategic planning, resource allocation, leadership, and coordination of people and resources. Includes the ability to interpret policy and think globally with an “out of box” perspective to achieve results autonomously.
• Policies and Regulations — Knowledge of company polices, federal, state, and local laws, government regulations and agency rules that pertain to properties managed.
• Sales and Marketing — Knowledge of principles and methods for showing, promoting, and selling services. This includes marketing strategy and tactics, and sales techniques.
• Problem Anticipation/ Deductive Reasoning — Ability to tell when something is wrong or is likely to go wrong and then apply general rules to specific problems to produce answers that make sense. Uses logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems and considers the relative costs and benefits of potential actions to choose the most appropriate one.
• Written Comprehension and Expression — Ability to read, understand and communicate information and ideas in writing so others will understand.   
• Oral Comprehension and Expression —Ability to understand and communicate so others can understand ideas and information.
• Computer – Ability to develop and maintain computer records in Word, Excel and other software required by TBCC and regulatory agencies. Ability to develop tracking and report forms in Word and Excel as needed.

WORKING CONDITIONS/ PHYSICAL REQUIREMENTS

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job.  Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. 

• This position may interact with outside personnel such as residents and clients, with contact in various forms such as in person, phone and email.   
• This is a hybrid role.
• Extreme environmental conditions do not exist.   
• It is sometimes necessary to deal with unpleasant or angry people with the need to problem solve difficult situations.
• It is necessary to adapt to a frequently changing environment.
• Sitting and standing is as needed. 
• It may be necessary for the position to travel independently to property locations.

JOB DESCRIPTION REVISION

This is not necessarily an exhaustive list of all responsibilities, skills, duties, requirements, efforts or working conditions associated with this job.  While this job description is intended to be an accurate reflection of the current job, management reserves the right to revise the job or to require that other or different tasks be performed when circumstances change.  This job description replaces all previous descriptions for this position.

An Equal Opportunity Employer 

The Bay Club Company (“TBCC”) provides equal employment opportunities without regard to race (and all traits historically associated with race, including but not limited to, hair texture and protective hairstyles), color, religion, creed (including, but not limited to, religious dress and grooming practices), sex (including pregnancy, childbirth or related medical conditions, and breastfeeding, and other related medical conditions), sexual orientation and identity, gender, gender identity, gender expression, actual or perceived national origin/ancestry, accent or ability to speak English, age, disability, marital/familial status, source of income, veteran status, citizenship status, political activities or affiliations, medical condition, genetic information, persons with AIDS or AIDS-related condition, or persons who are victims of domestic violence.