Job Description

We're looking for a Director of Customer Retention & Loyalty Marketing to help build the brand and business for one of our luxury travel brands, Kensington Tours. Reporting to the Head of Marketing, you will be responsible for building and implementing strategies to retain our existing customer base, enhance customer loyalty, and drive customer engagement. This position requires a results-driven individual with a deep understanding of the travel industry, consumer behavior, and customer relationship management. As the director, you will lead a team dedicated to creating personalized communications to foster long-term relationships, and maximize customer lifetime value.


  • Develop and manage our customer retention strategy and optimize key performance indicators including customer lifetime value and retention/churn levels
  • Dive into customer data and craft high-impact retention growth strategies at key points in the user funnel; using data, define customer segments that you'll use to power personalized CRM and loyalty campaigns, driving growth from first time users and power users alike
  • Work closely with our marketing, product and research teams to build and iterate on retention marketing campaigns across key channels such as email, push/in-app, social and other forms of marketing
  • Conduct, analyze, and present customer retention research on a regular basis to drive data-driven decisions as well as inform other key stakeholders of key strategic insights
  • Collaborate on marketing strategies to grow the business based on solid analysis, including: client behavior, purchase propensity, channel optimization, etc.
  • Effectively communicate strategy, objectives, and performance results cross-functionally
  • Ensure product communications align accordingly with Client experience and communication strategy
  • Improve product cross-sell rates through efficient targeting and communications
  • Optimization, profiling and segmentation to drive message relevance
  • Manage implementation of the growth and retention marketing plan and manage expenses versus plan
  • Lead the development of engagement initiatives such as personalized communications, surveys, and feedback loops to enhance customer satisfaction and improve the overall customer experience.
  • Rapidly develop and launch qualitative and quantitative A/B and multivariate tests and continuously apply learning
  • Recommend product and feature utilization through a structured program of education, communication, incentives, tools and ?wow? moments

Your skills and experience:

  • 5+ years of digital mobile, desktop, and in-app performance marketing with a focus on user retention and subscription/membership services
  • You live and breathe a deep understanding of customer retention metrics and measurement
  • You have a love for offering travel experiences that change your view of the world
  • Focus on using analysis and insight to drive change and performance improvement
  • Proven experience and knowledge of Salesforce and marketing tech stacks
  • Experience in a dynamic, startup environment
  • An enthusiastic team player who is comfortable working with all department leaders
  • Results driven marketer with a proven quantitative and analytical skills; should be extremely comfortable with Excel and analytics reporting tools and Hubspot CRM platform
  • A proven track record of designing and delivering customer journeys that have measurable improvement on lead conversion, customer retention, and customer spend

The person who will love this job...

  • Have passion for the consumer; be an insights-driven marketer.
  • Bring a data first approach.
  • Thrives in a fast-paced, high-performance entrepreneurial environment with the ability to roll up their sleeves and get to work with minimal oversight.
  • Is a team player: able to manage and motivate people and build strong relationships with partners and business stakeholders.
  • Personally appreciates travel and luxury, and is passionate about the powerful emotional and cultural drivers in the space.


  • 7-10 years' experience building retention and loyalty marketing plans and teams.
  • Demonstrable experience of influencing growth.
  • Fluency in CRMs, audience segmentation strategies, and aligning audiences to objectives - and has used HubSpot or something similar.
  • Strong analytical capabilities with proven expertise in problem solving and multiple project management.
  • Strong understanding of ad metrics. You've run A/B tests, and are comfortable reporting and building dashboards to show RoAS, etc.
  • Experience in a premium/luxury business. Understands luxury clientele with a clear sense of the style and brand consistency required to attract them.
  • In depth experience developing and executing marketing plans
  • Exceptional interpersonal skills with the ability to create strong working relationships based on trust and confidence.
  • Strong communication skills: you can present information (both written and oral) clearly and concisely across all levels within the organization.
  • Travel industry experience a plus.
  • Bachelor's degree, college diploma, or other relevant post-secondary achievement.

We are committed to providing employment accommodation in accordance with the Ontario Human Rights Code and the Accessibility for Ontarians with Disabilities Act. If you require accommodation due to a disability at any stage of our hiring process, please advise us when completing your application.

Additional Information

Toronto, ON
Is this business right for you?

Learn more about the employer

Send my application

(NB: A new window will open and will lead you to the site where the employer wishes to receive the applications.)


Add to "my applied jobs"

More from the employer