Director of Lifecycle & CRM Marketing

Change the way the world travels Join the GetYourGuide journey to connect people with unforgettable travel experiences around the world. Millions look to us for unique activities they can trust, and it’s all powered by our commitment to make every single journey extraordinary - including yours. Ready to unlock your potential with a community of fellow explorers? Find your next role at our Berlin HQ or one of our local offices around the globe, from New York to Bangkok. Head to getyourguide.careers to take the first step. Your mission 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. Along with a talented group of leaders across Creative, Data, Marketing, Product and UX, you will build the operating system and guardrails that empowers teams to bring your vision to reality and ensures we deliver a consistent, high-quality, customer-first experience as well as incremental customer lifetime value (CLV) to the business. What you’ll do Set the lifecycle strategy and own key lifecycle definitions 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 Create platforms and operating systems that power Lifecycle success 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. Partner with Data and Product to build a customer platform that teams can use across the journey to improve relevancy of touchpoints Partner with Product and Engineering to ensure lifecycle moments are integrated into the product Build a world-class CRM operations platform 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 throughout all workstreams. Establish standards on QA, deliverability, compliance/consent, preference management, incident response, etc and partner with Engineering to create the tools and platform to achieve technical excellence. Partner with Engineering and Data to design event strategy, data flows and instrumentation. Lead and influence a high-performing org Help build and lead a world-class lifecycle team Directly manage a CRM marketing team - design roles, hire and develop talent, and maintain a high performing team and culture that is driven by data, experimentation and quality. Influence and align cross-functional leaders in Product, Data, Creative, UX, Brand, Marketing, Pricing and Engineering Establish and manage the strategic and governance processes with the cross-functional leadership to maintain agility and executional success What success looks like (first 12 months) A clearly articulated lifecycle north star with defined customer segmentation, a customer-state model, and prioritization framework adopted across stakeholders. A unified journey architecture across channels with collision management, governance, and systems driving meaningful improvements in customer experience. A clear playb