Customer & Lifecycle Marketing Manager in Pagosa Springs, Colorado at Wellspring Hospitality

The Springs Resort, Pagosa Springs CO · Murrieta Hot Springs Resort, Murrieta CA

WellSpring Hospitality

WellSpring Hospitality operates two geothermal wellness resorts: The Springs Resort in Pagosa Springs, Colorado, and Murrieta Hot Springs Resort in Murrieta, California. Both sell an experience people come back to enjoy. This role owns that relationship: how guests hear from us before, during and long after a visit, and what brings them back.

We are looking for a hands-on customer marketer to lead lifecycle, CRM, email, and SMS for both resorts. Someone who writes the email themselves and turns guest data into programs that build loyalty and repeat visitation.

The tools behind that work are Salesforce Marketing Cloud and Salesforce Data Cloud, fed by a middleware layer from property booking engines. For roughly the first few months, a real share of this job is finishing the data lake build: verifying the data, and holding our implementation partners to the project scope.

Once the platform is accepted and stable, the platform work shifts to data maintenance and the focus is revenue growth: understanding guest data, building segments and automated journeys, and driving repeat guest visits. If you are a customer marketer who also excels in the data layer, this role is a good fit.

Status

Full-time, exempt

Compensation

$85,000 to $105,000 annually, depending on experience

Eligible for

Benefits and annual performance bonus

Schedule

Primarily weekday hours, with occasional evening or weekend support around campaign and project deadlines

Work mode

Hybrid- if based in the Murrieta, CA or Pagosa Springs, CO area.
Remote- for strong candidates outside those areas.

Reports to

VP of Marketing

Works closely with

Property Marketing Managers, Director of Marketing, Website Specialist; Resort General Managers; our project managers; and our implementation, web, and media partners

• Lead CRM and lifecycle programs that deepen guest relationships, drive repeat visitation, and grow revenue.
• Design and execute audience segmentation, personalized journeys, and automated campaigns across email, SMS and digital channels.
• Write and oversee guest email content to a high standard. We are looking for expert-level email content creation, not oversight of someone else's copy.
• Keep guest communication running at both resorts from day one, including seasonal campaigns, promotions and on-property experiences, while the platform work is underway.
• Translate guest sentiment, NPS and survey data into insights and strategies that improve satisfaction and loyalty.
• Leverage the data lake and Salesforce to drive insights that translate into new CRM and marketing strategies.
• Build email and CRM reporting we can rely on, including a defensible revenue baseline we do not have today.
• Partner with property marketing specialists to align storytelling and offers with each resort's brand positioning.
• Build and maintain dashboard reporting on designated KPIs, including revenue, open rate, click rate and conversion rate by property.

Own ongoing data quality. Run the validation method on a regular cadence, monitor source-system feeds into Salesforce, and flag and resolve data issues before they reach segments, journeys or reporting.

Maintain brand consistency across guest communications for The Springs Resort and Murrieta Hot Springs Resort.

• Support the rollout of loyalty and membership programs across the WellSpring portfolio.
• Partner on cross-property guest retention, value-driver studies, and customer research.

Share CRM and lifecycle best practices across teams.

• Own Salesforce Marketing Cloud and Salesforce Data Cloud as the guest communication and audience layer.
• Own the Data Cloud implementation: run the vendor engagement, define the data model, and stand up the first segmentation layer, built around the segments and journeys you plan to run.
• Complete the migration of guest email off Revinate, including list integrity and consent records, and reduce Revinate to a data and survey source.
• Hold our implementation and integration partners to their statements of work. You will need to read a vendor status report, compare it against what is actually in the database, and make the case in writing when the two do not match.
• Verify that what our source systems sold matches what arrives in Salesforce by querying Opera Cloud, Maestro, Book4Time and Way directly rather than relying on a vendor's dashboard.
• Document the validation method. A documented, repeatable procedure someone else can run is a deliverable of this role.
• Enhance first-party data capture and audience accuracy across digital and on-site touchpoints.
• Translate between marketing and integration language. A good deal of friction on this project has come from those two groups talking past each other.

This role is measured on lifecycle revenue growth and the email/SMS KPIs that drive it: open rate, click rate and conversion rate. We will set targets together in your first 90 days using the best baseline the current data supports, and tighten them as the platform comes online.

The first few months also include getting the foundation in place:

1. Guest email and lifecycle programs keep running at both resorts with no gap, and with content we are proud of.

2. The data platform is accepted on documented evidence, and the validation method is documented.

3. Data Cloud is live with a segmentation model built around real guest segments and journeys.

4. KPI dashboards are live and trusted, so revenue, open, click and conversion rates can be reported by property.

5. Data quality checks run on a set cadence, and issues are caught and resolved before they affect campaigns or reporting.

Over time, we will add repeat visitation and retention to the scorecard alongside lifecycle revenue.