Director of Lifecycle Marketing (CRM)

About Us

G Adventures is the world’s largest small-group adventure travel company and we’ve been making epic travel memories happen on all seven continents for over 30 years.
Our mission is simple: to change lives through travel. And not just our travelers’ either. Since day one, our tours have been built to establish meaningful relationships with local communities, directly benefiting the people and places we visit at every step of our tours.
With the demand for travel coming back strong, we are set up and excited for this next chapter in our company’s story — and we’d love for you to be a part of it.
Our DNA revolves around building, nurturing, and developing a diverse culture of people and a true sense of belonging, where everyone is encouraged to bring their authentic self to work each and every day. You’ll have the opportunity to grow your career, and yourself, alongside a passionate, talented, and welcoming community that works hard to spread goodness around the world.
If all that sounds like your kind of thing, well, we can’t wait for you to join us.

About the Role:

The Digital Marketing & E-commerce team is on the hunt for a Director of Lifecycle Marketing (CRM).  In this newly created role, we’re seeking a CRM leader to guide strategy & creative to acquire, nurture, convert and retain travellers through each step of our customer journey.

You will lead a team, and work closely with other departments to bring multi-channel programs to life across email, mobile app notifications, SMS, and direct mail. 

What you’ll be doing:

• Lead and mentor a team of Marketing Automation lifecycle marketers 

• Own B2C/B2B database and contact strategy

• Build category-leading marketing programs for consumers and travel agents 

• Develop and optimize dreaming / researching content for newsletters and travel destination nurture programs  

• Build compelling programs to foster loyalty, and drive repeat purchase 

• Lead and optimize our VIP program

• Lead the strategy for salesforce marketing cloud implementation

• Own lead scoring models, customer segmentation to optimize campaign performance  

• Support Regional Marketing Teams and their lead generation programs with onboarding programs for new leads 

• Partner with the Product Manager, Mobile on app notification programs

• Work closely with the Product Manager, Customers Systems to optimize post-booking and upsell communications

• Maintain data quality across our B2C/B2B database with the support of our Data Team, Salesforce Team
    

Desired Skills & Experience:

• College or university degree in business, marketing, travel and tourism or a related field

• 8+ years of experience managing customer lifecycle programs on either the client or agency side

• 5+ years experience leading a team

• Demonstrated experience running programs across the entire customer journey: acquisition, onboarding, nurturing, converting, driving repeat purchases 

• Good understanding of loyalty programs

• Understanding of CRM software (Salesforce preferred) and Marketing Automation tools (Marketo, Salesforce Marketing Cloud, etc)

• Demonstrated ability to work well with other internal stakeholders across departments

• A proven track record of leveraging data and analytics to drive results for customer lifecycle programs

• Experience with data visualization tools an asset (Looker preferred)

• Problem solver, ability to test and learn on your own, and stay on top of the latest trends

• Knowledge of email and privacy laws ​​(CAN-SPAM, CASL, GDPR, CCPA, etc.), compliance an asset

• Knowledge of Salesforce Marketing Cloud preferred

What do we offer you?

• Competitive salary commensurate with the role

• Competitive benefits package 

• Birthday day off

• Vacation time for you to recharge

• Enhanced Parental Leave

• Learning and growth opportunities

• Employee Resource Groups

*Applicable based on location*

G Adventures is an equal opportunity employer committed to fostering a diverse and inclusive work environment. We consider all qualified applicants.