Senior Manager, Digital & Lifecycle Marketing

Job Type: Full-Time

Team: Marketing, Support Center, Pet Resorts

Reports To: Director, Marketing Pet Resorts

Are you passionate about pets, marketing, driving business growth and leading a team? NVA Pet Resorts is looking for a Senior Manager to lead and scale a data-driven marketing team that drives brand awareness, customer acquisition, and retention across NVA Pet Resorts’ multi-brand portfolio.

About NVA

National Veterinary Associates (NVA) is a leading global veterinary community of more than 1,500 independently managed veterinary hospitals providing specialty, emergency, and general practice medical care and pet resorts, united in the love of animals and the people who love them. With its mission to improve the comfort and well-being of pets by providing progressive and compassionate care, NVA is committed to innovating and serving the needs of pet owners in its local communities around the world.

About Pet Resorts and PetSuites

For over 20 years, NVA has been the leader of the pack in pet resorts, offering exceptional services for both dogs and cats. Our trusted team of professionals delivers memorable experiences with personalized service, making our resorts a loving and fun home away from home for pets.

With +150 locations, service offerings include boarding, daycare, training, and grooming. Guests stay happy with premium amenities including large play yards, water features, and unique play structures. PetSuites of America is the leading brand with +75 locations nationwide. The remainder are a collection of popular local and regional brands.

Job Summary

The Senior Manager, Digital & Lifecycle Marketing is responsible for leading the strategy, execution, and performance of customer engagement and retention marketing across loyalty programs, mobile app, website/SEO, lifecycle marketing, and referral programs. In addition, this leader will collaborate and ideate on delivering a marketing technology roadmap to support maturing marketing capabilities over time.  This role manages a team of 3 focused on driving engagement, retention, and lifetime value through digital channels and customer programs.

This position requires a strategic, analytical, and tech savvy marketing leader who can build programs and capabilities, improve digital experiences, optimize lifecycle communications, and develop loyalty and referral initiatives that drive measurable business growth.

Key Responsibilities

Website, SEO & Marketing Technology

• Collaborate with IT to define a martech roadmap to unlock scalable delivery of marketing campaigns particularly to create efficiency in email, SMS, and push
• Oversee website strategy, content, SEO, and conversion optimization.
• Improve search rankings, organic traffic, and website conversion rates.
• Partner with internal teams on SEO, site updates, and content strategy.
• Ensure website supports marketing campaigns, promotions, and customer experience initiatives.

Loyalty & Retention Programs

• Lead the strategy, development, and optimization of the company’s loyalty and membership programs.
• Develop initiatives that increase customer retention, visit frequency, and lifetime value.
• Partner with Operations, Finance, and Analytics to design loyalty program structure, rewards, and promotions.
• Track and report loyalty program performance, engagement, and ROI.
• Identify and drive opportunities to extend client adoption across NVA business units (i.e., NVA General Practice and Specialty businesses)

Mobile App & Digital Experience

• Drive app adoption, engagement, and usage through marketing campaigns and product improvements.
• Own the marketing strategy and collaborate on customer experience for the mobile app.
• Partner with product, IT, and external vendors to prioritize app features and enhancements.
• Collaborate with IT to optimize digital customer journey from discovery to booking to post-visit engagement.

Lifecycle Marketing (Email, SMS, CRM)

• Lead lifecycle marketing strategy and execution leveraging owned channels.
• Develop automated customer journeys across the lifecycle (new customer, active customer, lapsing, win-back, loyalty members).
• Drive personalization and segmentation strategies to improve engagement and conversion.
• Monitor lifecycle performance metrics including open rates, conversion rates, retention, and revenue per customer.

Referral Program

• Develop and manage customer referral programs to drive new customer acquisition.
• Test and optimize referral incentives, messaging, and customer experience.
• Track referral program performance and cost per acquisition.

Team Leadership & Cross-Functional Collaboration

• Manage and develop a team responsible for loyalty, digital, lifecycle, and referral marketing.
• Set team priorities, goals, and KPIs aligned with company growth and retention goals.
• Partner closely with Operations, Product, IT, Finance, and Analytics teams.
• Manage external agencies and marketing technology vendors where applicable.

Qualifications

• 7–10+ years of marketing experience, with experience in digital, CRM, loyalty, or lifecycle marketing.
• Experience managing marketing teams and cross-functional projects.
• Experience with marketing technology platforms and analytics tools, CRM/email platforms, marketing automation, SEO, and digital analytics tools.
• Strong analytical mindset and experience using data to drive decisions.
• Experience managing agencies, vendors, or marketing technology platforms.
• Strong communication and leadership skills.

• Demonstrated ability to translate strategy into execution and results
• Excellent communication and executive stakeholder management skills
• Bachelor’s degree

Preferred

• Experience in multi-location, retail, hospitality, services, or consumer businesses preferred.
• Entrepreneurial mindset with strong operational judgment

Leadership Profile

• Strategic, results-oriented leader with strong execution bias, data-driven mindset, and deep connection to business, team, and customer needs
• Coach and developer of people who champions a positive, resilient and can-do culture
• Comfortable leading through change and ambiguity. Balance test and learn innovation with ruthless prioritization
• Eye towards efficiency and scalability
• Collaborative, low-ego leader with executive presence
• Passion for pets and delivering exceptional customer experiences