Director of Lifecycle & CRM Marketing

About the role

GetYourGuide is looking for a Director of Lifecycle & CRM to set the vision for how we use communication and engagement with our customers throughout their journey with us, over multiple trips, to increase our value as a marketplace to them. This role is accountable for setting the lifecycle strategy and owning the canonical standards for customer segmentation, journeys and states, and messaging architecture.

What you'll do

• Define the end-to-end lifecycle vision and maintain a multi-quarter roadmap across multiple directly managed and stakeholder teams to drive repeat bookings, next trip, churn prevention, and winback
• Working with key stakeholders, set standard definitions for customer segmentation, customer state, journey stages, and messaging framework that are leveraged across functions
• Build a shared data language of Lifecycle by defining KPIs and success for the domain
• Own lifecycle budgets and investment strategy
• Raise the bar on personalization and relevance, creating a clear vision around customer data, content and messaging that speaks contextually, empathetically and one-on-one with our customers
• Partner with Brand, Creative, and UX to build scalable content systems that improve quality and speed of experimentation across the organization
• Lead a stellar experimentation-driven operation, including setting the standard for good experimentation design, A/B test setup, reviewing conclusions critically and upholding high statistical and customer insight standards
• Help build and lead a world-class lifecycle team

What you'll need

• 10+ years in lifecycle/CRM/growth marketing or product, with at least several years leading scaled teams in a consumer, marketplace, travel, and/or brand-led tech environment
• Exceptional cross-functional leadership—able to align Product/UX, Marketing and Data under a shared vision and roadmap
• Proven track record owning an end-to-end lifecycle system that drove measurable, incremental business impact (not just opens/clicks)
• Deep experience in multi-channel CRM (email, push, in-app, SMS/WhatsApp) and building journeys tied with product flows and touchpoints
• Operational excellence: understands and manages modern CRM stacks and critical technical performance metrics
• Comfort working with technical partners on event schemas/instrumentation and turning messy data realities into a practical, staged plan

What they offer

• Annual personal growth budget and mentorship programs for continuous learning and development
• Work from anywhere in the world for 30 days per year
• A hybrid working approach with three days of in office collaboration and two days of optional at home focus time
• Monthly transportation and fitness budget
• Discounts for you, your friends, and family on GetYourGuide activities
• Health and wellness benefits