Senior Director, Direct to Consumer Marketing and Membership Growth

This is a Full Time Job

Senior Director DTC Marketing & Member Growth (Fandango/GolfNow)

Company Description

Job Description

We are seeking a data-driven, strategic, and consumer-focused Senior Director of DTC Marketing & Membership Growth to lead all growth, retention, and loyalty marketing efforts across our direct-to-consumer businesses. This role will oversee the strategy and execution of integrated marketing campaigns, customer lifecycle programs, and membership initiatives aimed at driving sustainable growth and maximizing customer lifetime value. Working closely with Portfolio Marketing, Brand Marketing, Revenue, Finance, Product and Technology teams, this leader will play a pivotal role in shaping the customer experience across every touchpoint-awareness, acquisition, onboarding, engagement, retention, and reactivation.

Key Responsibilities:

1. Growth Strategy & Acquisition Marketing
• Develop and lead the growth strategy for all DTC products and membership businesses, focusing on efficient customer acquisition across digital and traditional channels.
• Partner with Portfolio Marketing team on paid media strategy (search, social, programmatic, affiliate, etc.), ensuring campaign performance meets or exceeds CAC and ROI goals.
• Partner with Brand Marketing and Creative to develop compelling campaigns that drive awareness, consideration and conversion.
• Build scalable acquisition programs and own day-to-day management of strategic partnerships.
• Working with product and BI teams, drive full funnel conversion optimization across website and app(s).

2. Lifecycle & Retention Marketing
• Lead the development and continuous improvement of the customer lifecycle, from onboarding through renewal and win-back, with tailored messaging and personalized journeys.
• Partner with Portfolio Marketing & CRM teams to design and execute multichannel CRM strategies (email, push, in-app, SMS) to deepen engagement and reduce churn.
• Partner with the retention and engagement teams to constantly analyze performance data to continuously optimize flows, offers, and segmentation strategies.

3. Loyalty & Membership Program Marketing
• Oversee day-to-day marketing of loyalty and membership programs, ensuring alignment with overall business strategy and member value proposition.
• Collaborate with Portfolio and other brand marketing teams to drive awareness, understanding and engagement with loyalty programs.
• Partner with Product and Insights teams to identify enhancements, develop new features, and track member satisfaction.
• Develop go-to-market strategies for new benefits, partnerships, and tier structures.

4. Performance Management & Team Leadership
• Define, monitor, and report on KPIs related to acquisition, engagement, retention, and customer LTV.
• Lead and mentor a high-performing team of marketers and analysts.
• Foster a test-and-learn culture with rapid iteration and data-backed decision-making.

Qualifications

Required Qualifications
• 7 years of progressive experience in DTC, subscription, or membership marketing.
• Proven track record in growth and lifecycle marketing with measurable impact on acquisition and retention.
• Strong understanding of digital marketing channels, marketing tech stacks, and CRM platforms. Proficiency in marketing analytics tools (e.g., Google Analytics, Tableau, Looker) and A/B testing platforms.
• Experience with customer data platforms, segmentation tools, and personalization engines. Demonstrated success in scaling DTC businesses subscription/membership models.
• Experience leading cross-functional teams and influencing senior stakeholders.

Desired Characteristics
Passion for building exceptional consumer experiences and turning insights into action.
• Comfort with ambiguity and ability to pivot strategies based on performance and market dynamics. Global marketing experience or familiarity with international DTC growth strategies
• Ability to thrive in a fast-paced, cross-functional environment with strong analytical and communication skills.

Additional Job Requirements Hybrid: This position has been designated as hybrid, generally contributing from the office a minimum of three days per week. Must be willing to work in Orlando, FL Travel may be required for this position for company or department meetings.

Additional Information

As part of our selection process, external candidates may be required to attend an in-person interview with a VERSANT Media employee at one of our locations prior to a hiring decision.

VERSANT Media is not accepting unsolicited assistance from search firms for this employment opportunity. All resumes submitted by search firms to any employee at VERSANT via-email, the Internet, or in any form and/or method without a valid written Statement of Work in place for this position from VERSANT's Talent Acquisition team will be deemed the sole property of VERSANT. No fee will be paid in the event the candidate is hired by VERSANT as a result of the referral or through other means.