Director, Customer Lifecycle Marketing

Director, Customer Lifecycle Marketing

Denver

At FareHarbor, our mission is to make experiences better for everyone. Founded in 2013 in Hawaii and acquired by Booking Holdings in 2018, FareHarbor creates powerful tools that enable our clients (think boat rentals, museums, food tours, events and more!) to operate and grow.

With over 20,000 clients across 90+ countrieswe're the largest in our industry and shaping the future of travel, together.

Our team is an 'Ohana of 1,000+ people around the world. We're passionate about pioneering an industry, embracing challenges with open arms, and delivering value to the experiences industry.

FareHarbor Core Values:

• Think Client First
• We Are One 'Ohana
• Be Curious and Learn
• Own It.
• Act With Integrity
• Embrace the Challenge

Why FareHarbor?

Founding FareHarbor required unwavering passion. Turning a start-up into the world's leading and largest reservation software for tours, activities, and attractions required relentless dedication and vision. To date, we've helped over 20,000 global businesses operate successfully and are proud to have played a role in enabling business owners to live their dreams.

And since day one, we've known that our real success lies in our peoplethe Ohana.

With each new feature launched and new client onboarded, there is a team of incredible people behind the scenes who are full of dedication, passion, energy, and the will to succeed. We encourage everyone to bring their whole selves to workto believe in their abilities, to freely express their creativity, and to contribute with their own uniqueness by wearing their true colors. We take care of one another and always prioritize health and wellbeing. We give our people the space and trust to learn, to try, to succeed, to collaborate, to think outside of the box, to make mistakes, and even to fail. And then we come together to try again.

From the minute you join, you have a voice. You find your space. You make an impact. We celebrate our victories, shout our successes, and are always eager to tackle new challenges. And we can't wait to see all that's to come.

About the Role

The Director of Customer Lifecycle Marketing is the front-line owner of marketing's contribution to Net Revenue Retention (NRR) at FareHarbor. This role is responsible for building and leading the systems, programs, and team that drive client engagement, product adoption, retention, expansion, and advocacy across the client lifecycle.

As a key leader within the Marketing organization, you will transform client lifecycle marketing into a strategic growth engine that strengthens relationships, increases platform adoption, creates expansion opportunities, and reinforces FareHarbor's position as the long-term platform of choice for operators around the world.

You will define how FareHarbor engages clients at every stage of their journeyfrom onboarding and activation through adoption, renewal, expansion, and advocacy. Working closely with Account Management, Creative, Sales, Onboarding, Product Marketing, Growth Marketing, Community, Partnerships, and Revenue Operations, you will create scalable programs that complement human-led account management while delivering measurable impact on client growth outcomes.

This role requires a systems thinker who can connect client insights, segmentation, automation, content, and cross-functional collaboration into a unified lifecycle strategy. You will guide FareHarbor beyond a system that relies heavily on one-size-fits-all communications toward highly targeted, personalized experiences that help clients realize more value from the platform, grow their businesses, and deepen their partnership with FareHarbor.

What You'll Do Here:

• Lead lifecycle marketing's contribution to Net Revenue Retention (NRR), product adoption, client engagement, expansion pipeline, and expansion revenue
• Develop and execute a client lifecycle strategy that supports activation, adoption, retention, expansion, and advocacy
• Build scalable programs that influence client behavior and drive measurable business outcomes across the client journey
• Partner with Account Management, Sales and Onboarding teams to support expansion opportunities, adoption initiatives, and risk mitigation efforts
• Create programs that reinforce FareHarbor's value proposition and strengthen long-term client loyalty

Define & Optimize the Client Journey

• Define and continuously optimize the client journey across onboarding, adoption, renewal, expansion, and advocacy
• Identify key lifecycle moments that drive retention, product engagement, expansion readiness, and client satisfaction
• Use client insights, behavioral data, and engagement patterns to uncover opportunities to improve the client experience, differentiated by their segment
• Continuously evaluate where client experiences break down and partner cross-functionally to improve them

Build the Lifecycle Marketing Engine

• Design and scale a cohesive lifecycle marketing system across campaigns, client communications, product launches, events (including our annual Spark user conference) adoption programs, community engagement and expansion initiatives
• Establish segmentation, personalization, automation, AI enhancements and journey orchestration capabilities that improve relevance and efficiency at scale
• Lead the evolution of lifecycle marketing from reactive communications to strategic, behavior-based client engagement
• Create testing and experimentation frameworks that continuously improve lifecycle performance
• Ensure lifecycle marketing investments are aligned to measurable client and business outcomes

Partner Across the Business

• Partner closely with Account Management, Sales and Onboarding, Product Marketing, Growth Marketing, Community, Partnerships, Creative Services, Product, and Revenue Operations
• Align on client engagement definitions, expansion signals, adoption indicators, and retention risk factors
• Surface client insights that inform product strategy, positioning, go-to-market planning, and client experience improvements
• Ensure visibility into client lifecycle performance across segments, regions, products, and stages
• Use data to challenge assumptions and help the organization make better decisions about where to invest

Drive Client-Led Growth

• Build programs that turn engaged clients into advocates, referral sources, references, reviewers, and community champions
• Identify opportunities to leverage client success stories, testimonials, and proof points to support both client expansion and new client acquisition
• Partner with Growth and Product Marketing to create stronger connections between client marketing and demand generation efforts
• Help FareHarbor evolve toward a more unified revenue operating model where client growth and new business growth reinforce one another

Lead & Develop a High-Performing Team

• Lead, develop, and inspire a team of 4-5 lifecycle marketers
• Establish clear priorities, operating rhythms, and accountability frameworks that improve execution and impact
• Build organizational capabilities in lifecycle strategy, client segmentation, marketing automation, journey design, and client growth marketing
• Drive strategic thinking, planning, measurement, and performance across the function
• Foster a culture of experimentation, client obsession, collaboration, and continuous improvement
• Identify areas of opportunity for process improvement based on integration of AI; lead team in adoption of AI tools and practices

Success in This Role Looks Like:

• Increased Net Revenue Retention and expansion revenue
• Increased client engagement and product adoption across key segments
• Stronger lifecycle performance across all relevant metrics
• Growth in client advocacy, referrals, reviews, and client-generated proof points
• Increased effectiveness and scalability of lifecycle marketing programs
• Strong alignment across Marketing, Client Success, Commercial, Product, and Revenue Operations
• A client lifecycle engine that is viewed as a strategic driver of client growth and company performance

Requirements:

• 8-10+ years of experience in demand generation, lifecycle marketing, client/customer marketing, or retention marketing in B2B environments, preferably in the technology sector
• Have built and run lifecycle marketing systems that connect segmentation, campaign sequencing, and measurement into a repeatable engine
• Strong grasp of lifecycle math: retention rates, expansion conversion, revenue per member, and how to use those numbers to prioritize programs
• Experience building multi-touch campaign sequences across the member journey, not just individual sends
• Strong understanding of segmentation strategy and how to tailor communications to different personas, roles, regions and lifecycle stages
• Experience