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Agent guide: [/agents.md](https://www.wearedevelopers.com/agents.md). --- # Customer Lifecycle Marketing Practice Lead - **Company:** Dentsu Aegis Network - **Location:** New York, NY, United States - **Experience:** Expert - **Salary:** $235,500.0 - $330,500.0 - **Contract:** Permanent contract - **Skills:** Amazon Web Services, Customer Data Management, Program Design Languages, Salesforce.Com, Klaviyo Email and SMS Marketing, Data Strategy, Adobe, Data Analytics, User Identification - **Published:** October 3, 2026 - **Apply:** https://dentsuaegis.wd3.myworkdayjobs.com/DAN_GLOBAL/job/New-York---150-E-42nd/Customer-Lifecycle-Marketing-Practice-Lead_R1132234 ## About the Role * 12+ years of experience in CRM, loyalty, lifecycle marketing, or marketing technology, including a minimum of five years in a commercial, practice leadership, or client partnership role at a services firm * Demonstrated track record of owning or co-owning a practice revenue target, pipeline number, or growth responsibility in a consulting, agency, or services environment * Direct experience in loyalty strategy and program design (earn/burn, tiered, coalition, and experiential models), loyalty technology platform selection or implementation (e.g., Salesforce Loyalty, Talon.One, Punchh, or Kognitiv), and program economics including breakage and ROI modeling * Experience designing or selling promotional strategy, offer architecture, or gamified CRM experiences at scale, including incrementality measurement and offer personalization * Working knowledge of one or more lifecycle marketing/ESP platforms (Braze, Salesforce Marketing Cloud, Adobe Journey Optimizer, Iterable, or Klaviyo) at the level of scope definition and program performance benchmarking * Familiarity with first-party data strategy, identity resolution, and clean room use cases (e.g., LiveRamp, AWS Clean Rooms, Google ADH), and how CRM data activates into paid media channels * Ability to articulate and sell the strategic connection between loyalty data, CRM audiences, and paid media efficiency to CMO and VP Media buyers; direct experience managing or co-selling this connection is strongly preferred * Experience leading or materially contributing to competitive RFP responses for loyalty, CRM, or lifecycle marketing mandates, including commercial pricing, scope defense, and executive presentation * A hunter orientation, with a proven ability to build pipeline across a full capability spectrum rather than manage within a single sub-domain, paired with the commercial rigor to read a P&L, build a pricing model, and defend deal economics * Comfortable operating in CMO, SVP CRM, VP Loyalty, and VP MarTech conversations without a delivery lead or subject-matter specialist present * Bachelor's Degree required; MBA or equivalent graduate degree preferred but not required if offset by a clear track record * Willingness to travel based on client and business needs ## Description The Customer Lifecycle Marketing (CLM) Practice Lead, reporting to the President, Data-Driven Marketing, serves as the commercial owner and market-facing leader of Merkle's CLM practice. This leader operates as a mini-P&L owner across four interconnected capability areas: lifecycle marketing and email/CRM platform execution, loyalty strategy and technology, promotions and gamified experiences, and the first-party data and identity infrastructure that connects them. The role sits at the intersection of go-to-market strategy, offer development, and senior client leadership, and forms one leg of the practice's leadership team. This is a commercial leadership role, not a delivery management role. It requires the credibility to engage CMOs and VP-level buyers across the full spectrum, from loyalty program economics to first-party data strategy to paid media activation. Success is measured through practice revenue and pipeline growth, win rate, cross-practice attach, and the strength of Merkle's market position in loyalty, lifecycle marketing, and data-driven CRM. Description & Responsibilities: Practice Growth & Commercial Ownership * Own commercial performance of the CLM practice, including revenue, pipeline, forecast accuracy, and margin contribution across all four capability pillars * Develop and maintain the annual CLM growth plan, aligned to organizational go-to-market priorities and key vertical and platform opportunities * Approve commercial scope, pricing, and deal economics on CLM-led pursuits, engaging senior sales leadership on larger or cross-practice opportunities Offer Development & Market Positioning * Own the CLM offer portfolio across lifecycle marketing, loyalty, promotions, and first-party data/identity, in partnership with strategy and solutions teams * Articulate Merkle's integrated CLM story to the market: how loyalty strategy, promotions design, journey orchestration, and paid media activation combine into a customer equity growth system * Maintain external market positioning through analyst relationships, industry events, and published thought leadership on the convergence of loyalty, promotions, and paid media * Partner with strategy teams to translate platform partner developments into updated offer packages, and represent the practice in partner co-sell conversations Pursuit Leadership & Commercial Execution * Lead the CLM-specific pursuit motion across loyalty RFPs, lifecycle marketing retainers, promotions engagements, and first-party data strategy mandates * Build pursuit teams that draw on the full CLM capability stack to ensure proposals reflect Merkle's integrated breadth * Coordinate with demand generation and sales teams on origination specific to CLM buyer personas (e.g., VP CRM, VP Loyalty, VP Marketing Technology, Chief Digital Officer) * Represent the practice at partner events, client advisory boards, and industry conferences as a named commercial voice on loyalty, lifecycle marketing, and data-driven CRM Senior Client Engagement & Cross-Practice Orchestration * Maintain executive-level relationships with the CLM practice's primary buying personas across a portfolio of key accounts * Serve as executive sponsor on flagship CLM accounts, supporting retention, expansion, and reference development * Bring the CLM practice into integrated pursuits where loyalty, promotions, or first-party data activation is the commercial entry point for broader engagements * Champion integrated storytelling that connects loyalty program performance to paid media efficiency and customer lifetime value Talent & Commercial Bench Development * Identify and develop commercial talent within the CLM practice across all four capability pillars * Build the next generation of pursuit-capable solutions leads with fluency in loyalty economics, promotions architecture, and first-party data strategy