Sr. Manager, Renewal Lifecycle

Role Overview

Good Sam is seeking a Senior Manager, Renewal Lifecycle to join our team in Chicago, IL. This position will own the renewal engine across our full portfolio of Protection products, Membership and Loyalty programs, and Credit Card products, treating the end-to-end renewal process as a product to be built, monitored, and continuously improved. This role is central to our growth agenda and will directly impact how Good Sam retains millions of members and protects recurring revenue.

You will define how renewals are monitored, optimized, and scaled - from expire pool generation and data integrity, through multi-channel digital and print journeys, to conversion and revenue outcomes. The ideal candidate is equally comfortable setting strategy and driving execution, partnering across CRM Operations, Data Engineering, Business Analytics, and Digital Product to ensure the renewal engine operates with precision and improves continuously. We are seeking someone with deep experience in CRM lifecycle marketing and renewal or reactivation programs, with a product management mindset and the analytical chops to diagnose issues across complex, multi-system data flows.

This role sits between Good Sam CRM Strategy and the Digital Product Operations organization and operates at the intersection of strategy and execution, reporting to the VP of Marketing Technology and CRM.

Key Responsibilities

Renewal Process Ownership

• Own the full renewal lifecycle from expire pool generation through channel execution (email and direct mail) to conversion and revenue reporting, across all protection products (RA, TWP, TA, ESP, GSIA), Membership/Loyalty, and Credit Card products.

• Serve as the single point of accountability for renewal health. If renewal rates drop, communications aren’t going out, or data isn’t flowing correctly, you are the person who knows first and drives resolution.

• Create and own the Renewals Playbook, defining and maintaining data checkpoints, alert thresholds, escalation protocols, and operational cadences across all business lines, with a standing expectation of iteration as the platform and product portfolio grows. 

Monitoring & Analytics

• Build and maintain a Renewal Health Dashboard that tracks expire pool volumes, channel delivery rates, email send coverage, journey health, and conversion metrics across all products.

• Configuration and hands-on management of automated data alerts that detect anomalies at every system handoff, from membership platforms through marketing automation to vendor delivery.

• Investigate performance variance: diagnose whether an issue is upstream (data), mid-stream (journey logic, automation config), or downstream (vendor delivery), solution and drive the right team to fix it.

• Own and maintain campaign metadata taxonomy (Claravine) across all renewal and Welcome lifecycle campaigns, ensuring consistent tagging, lifecycle-attributed measurement, and clean campaign tracking from send through conversion. 

• Partner with Business Analytics to develop and maintain revenue-at-risk calculations and renewal conversion attribution.

CRM Journey Strategy & Execution

• Own the design, optimization, and performance of renewal email journeys in SFMC, including data fueled cadences, segmentation logic, optimization, and entry/exit criteria.

• Partner with CRM creative and content teams to ensure renewal communications are customer-centric, on-brand, and optimized for conversion.

• Drive the Good Sam personalization initiative as it applies to renewal communications, leveraging customer data, behavioral signals, and product ownership patterns to deliver more relevant, higher-converting touchpoints across the renewal journey.

• Identify and implement testing opportunities (A/B, cadence variations, channel mix) to drive measurable improvement in renewal rates.

• Ensure web-origin customers and auto-renewal versus non-auto-renewal segments are entering the correct journey paths.

Cross-Functional Coordination

• Coordinate across Data Engineering, Marketing Technology, Business Analytics, Product, and vendor partners to triage and resolve issues through structured project management and clear accountability.

• Serve as the renewal subject matter expert during platform migrations: validate data equivalence, flag gaps, and ensure monitoring is rebuilt against new systems with no loss in visibility.

• Establish and enforce data contracts with upstream systems that define expected payload schemas, field completeness requirements, and delivery SLAs.