Director, CRM & Lifecycle Marketing

Build the Future of CRM at UpSwell Marketing

UpSwell is a fast-growing marketing agency helping businesses across the country grow through innovative direct mail and digital marketing solutions. As a five-time Best and Brightest Company to Work For, we're proud of the talented people, collaborative culture, and entrepreneurial spirit that make UpSwell a great place to build a career.

We're looking for an entrepreneurial, hands-on Director of CRM & Lifecycle Marketing to build and launch a new CRM practice from the ground up. This is a unique opportunity to create something new—not simply manage an existing department. You'll shape our CRM service offerings, develop the strategy, establish the technology and processes, launch client programs, and build a scalable, profitable business within our agency. You'll work closely with our leadership, sales, technology, analytics, and client services teams to turn customer data into personalized, measurable marketing experiences. As the practice grows, you'll have the opportunity to build and lead your own team.

We're looking for someone who combines strategic vision with hands-on execution, thrives in an entrepreneurial environment, and has a proven track record of turning ideas into successful, revenue-generating programs.

What You Will Do

Build & Launch Our CRM Practice

• Develop and launch UpSwell's CRM and lifecycle marketing capabilities, including service offerings, business cases, pricing recommendations, and a scalable delivery model.
• Identify opportunities within our existing client base and new markets, with a focus on franchise, multi-location, and consumer-focused businesses.
• Create a roadmap for launching pilot programs, demonstrating results, and expanding CRM services across client accounts.
• Establish repeatable processes, playbooks, and operational standards that support long-term growth and profitability.

Develop & Execute CRM Strategies

• Personally design and launch customer lifecycle programs focused on acquisition, onboarding, engagement, retention, loyalty, cross-sell, and reactivation.
• Build personalized, omnichannel marketing strategies integrating email, SMS, direct mail, paid digital, and other customer touchpoints.
• Leverage first-party customer data, audience segmentation, marketing automation, and predictive analytics to improve campaign effectiveness.
• Partner with our Technology and Campaign Intelligence teams to develop scalable CRM solutions, integrations, and data capabilities.
• Establish testing, measurement, and optimization frameworks to continuously improve client results.

Drive Business Growth & Client Success

• Partner with Sales and Client Services to identify CRM opportunities, support new-business pitches, and develop proposals and scopes of work.
• Serve as a trusted CRM expert, helping clients understand how lifecycle marketing can improve customer engagement, retention, and profitability.
• Translate marketing performance into meaningful business outcomes, including customer lifetime value, acquisition efficiency, incremental revenue, retention, and ROI.
• Help grow CRM into a differentiated, revenue-generating service offering for UpSwell.

Build for the Future

• Initially serve as a hands-on leader, personally driving strategy, implementation, and early client success.
• Identify opportunities to leverage AI, automation, and emerging technologies to improve personalization, efficiency, and campaign performance.
• Develop the processes, resources, and team structure needed to scale the practice.
• Recruit, mentor, and lead a high-performing CRM team as the business grows.