Vice President of Lifecycle and CRM

About the Role

Much of our growth opportunity is already in our customer base. Millions of small businesses buy their domain name from us, and many have not yet bought what comes next: a website, professional email, security and protection for their name. Turning that first purchase into a lasting, multi-product relationship is central to our growth.

The Head of Lifecycle and CRM owns that work across Network Solutions and Domain.com: onboarding, activation, product adoption, cross-sell and upsell. Reporting to the CMO and serving on the marketing leadership team, this leader turns customer data, personalization and AI into journeys customers value and revenue we can prove.

Leading a team of seven plus agency partners, this leader is accountable for approximately $34 million in annual revenue from existing customers, with real room to build new programs and capabilities.

Title and level will reflect the experience and scope the successful candidate brings.

Key Responsibilities

Customer Growth Strategy

Own the strategy for growing customer value after the first purchase, from onboarding and activation through adoption and expansion. Build cross-sell and upsell programs, bring new products and offers to the existing base, and make it easy for customers to add more as their business grows. Partner with Storefront and Discovery on cross-sell on our sites, from in-cart offers to personalized recommendations, so on-site and off-site journeys work as one.

Key Moments and Retention Partnership

Turn key moments in the customer relationship into chances to add value and sell. Partner closely with the Retention team on renewal communications, auto-renew and save programs so lifecycle and retention work as one customer journey, and with Finance, Sales and Customer Care on offers, pricing and policies.

CRM, Decisioning, and Personalization

Set the strategy for segmentation, journeys and personalized engagement across our brands, using customer data, propensity models, next-best-offer decisioning and AI. Equip Sales and Customer Care with the right offer for each customer. Own the business requirements for CRM and our customer data platform (CDP) with Marketing Operations and Analytics, use it to personalize every channel, including our sites, and lead CRM and loyalty agency partners.

Owned Channels and Measurement

Own email, SMS and other owned channels as the primary way we reach existing customers. Set channel strategy, audiences, communications planning, deliverability and consent. Build a measurement culture using cohorts, experiments and holdout groups to prove incremental revenue, not just activity.

Leadership and Cross-Functional Partnership

Lead and develop the team across customer value and channels. Partner with Product, Storefront and Discovery, Media, Retention, Finance, Sales, Customer Care, Brand, Marketing Operations and Analytics to align priorities across the customer journey. Set clear goals, run a regular business review and advise the CMO and executive leadership on growth opportunities and investment priorities.

How Success Is Measured

• Revenue:revenue from existing customers (cross-sell and upsell)

• Activation:activation rate and time to first value for new customers

• Expansion:cross-sell revenue, attach rate and products per customer

• Retention:contribution to renewal and churn goals, shared with the Retention team

• Value:customer lifetime value

• Proof:incremental revenue measured against holdout groups

• Channel health:email and SMS deliverability, engagement, list growth, and opt-out and complaint rates