The Challenge
Turo is a peer-to-peer car rental marketplace operating across 5 countries. You'll own the entire CRM lifecycle strategy-activation, retention, reactivation-driving revenue from an existing customer base that rarely transacts. This role bridges growth, product, tech, and data to scale customer engagement across email, SMS, push, and in-app.
Your Mission
Audit current CRM tech stack and MarTech/CDP capabilities; identify 3-5 quick wins for channel performance (deliverability, frequency, segmentation)
Define CRM KPI framework and establish baseline metrics for activation, retention, and reactivation across all 5 markets
Build and onboard CRM team; clarify reporting structure, stakeholder cadence, and governance playbooks
Map customer lifecycle for each market; identify top 3 reactivation and retention opportunities by segment
Launch 2-3 new CRM initiatives (referral program, loyalty program, or new channel) with documented business case, pilot results, and scale plan
Increase email/SMS/push revenue contribution by 15-25% through optimization of triggers, personalization, and cross-channel coordination
Establish hyperlocal campaign playbook for 5 markets; execute 2-3 geo/seasonal campaigns with lift measured and documented
Partner with data team to quantify incremental channel contribution and ROI of CRM initiatives; build monthly dashboard for leadership
KPIs You'll Own
CRM Revenue Contribution
Revenue generated from email, SMS, push, and in-app messaging campaigns as % of total customer revenue.
Customer Retention Rate
% of customers who transact again within defined cohort windows (30/60/90 days post-first rental).
Reactivation Rate
% of lapsed customers who return to transact after targeted reactivation campaigns.
Email/SMS Engagement & Deliverability
Open rate, click rate, conversion rate, and inbox placement rate by channel and segment.
Campaign ROI & LTV Impact
Incremental revenue and customer lifetime value lift attributed to CRM campaigns vs. control groups.
Tools & Stack
Your Team
Your Manager
Not specified; likely Chief Marketing Officer or VP Growth
Current Team
Existing CRM team (size unspecified); will report creative studio, agency resources, MarTech, Product, Engineering, and Data teams
Growing the CRM team; backfill and new headcount anticipated
The Package
Salary
$180K-$220K base
Variable
Not specified; assume 15-25% bonus typical for senior manager growth roles
Equity
Not specified; likely standard for B2C marketplace at Turo's scale
Remote
On-site in San Francisco, CA
Benefits & Perks
Company Intelligence
Turo is a peer-to-peer car rental marketplace operating in the US, Canada, UK, France, and Australia. The platform connects hosts with travelers seeking unique rental experiences. Turo operates in a high-frequency marketplace where repeat engagement and top-of-mind brand awareness are critical-cars are rented infrequently, making CRM strategy essential to driving activation and retention.
Customers
Millions of hosts and renters across 5 countries
Is This Role For You?
- You have 8+ years of CRM experience with proven leadership-ideally in B2C marketplaces, travel, or e-commerce.
- You're fluent in customer lifecycle strategy: activation, retention, reactivation, and loyalty-and can measure incremental impact.
- You can operate at the intersection of growth, product, tech, and data. You partner cross-functionally and speak fluent MarTech/CDP.
- You've launched new initiatives from concept to scale: referral programs, loyalty programs, new channels. You can define business case, pilot, measure, and iterate.
- You thrive in global, multi-market environments. You can adapt strategy for 5 regions while driving consistency and efficiency.
- You want a fully remote or hybrid role. This is on-site in SF-non-negotiable for day-to-day collaboration.
- You're uncomfortable with ambiguity in MarTech tooling or data infrastructure. You'll need to partner with teams to build foundations; this isn't a plug-and-play role.
- You view CRM as just email marketing. Turo needs someone who sees CRM as a growth lever across the full customer lifecycle and channels.
Interview Process
Recruiter Screen
30 min conversation on background, CRM leadership experience, and interest in marketplace/travel space.
Hiring Manager Deep Dive
60 min with VP/CMO covering CRM strategy case study, team-building approach, and cross-functional collaboration examples.
Cross-Functional Panel
60 min with Product, Marketing, Data, and Engineering leads to assess partnership capability and technical fluency.
Final Leadership Round
30-45 min with CEO or Chief Growth Officer to discuss vision, market context, and long-term impact.
Ready when you are
Interested in this role?
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Context
About CRM & Lifecycle roles
CRM & lifecycle marketers own the post-acquisition journey. They design onboarding sequences, retention campaigns, win-back flows, and loyalty programs that maximize customer lifetime value.