Director of App Growth & Membership | Lonely Planet
About The Position
At Lonely Planet, we exist to connect the world through the joy of travel. With a legacy of inspiring exploration for over 50 years, we’re reimagining how we guide travelers in the digital age. Our new digital products and engagement programs are at the heart of that transformation — and we’re looking for a dynamic growth leader to help us bring them to life. We’re seeking a Director of App Growth & Membership to lead the acquisition, monetization, and retention strategy for Lonely Planet’s new app. Reporting to the VP of Digital, this role will drive user growth, engagement, and subscription performance — connecting app marketing to our broader brand calendar and ecosystem. You’ll shape and execute growth plans, evolve our membership product and pricing, and partner closely across teams to turn data, creativity, and storytelling into measurable business impact.
Requirements
- 6+ years of professional experience, with expertise in app growth and subscription commercialization.
- Proven success scaling consumer apps or membership products.
- Bias for action and comfortable with autonomy to build something from 0-1.
- Strong analytical thinker with fluency in growth metrics (CAC, LTV, ARPU, churn).
- Experience with pricing, promotions, and monetization levers.
- Skilled collaborator who can influence across marketing, product, and brand teams.
- Confident communicator who can turn data into compelling stories.
- Entrepreneurial, curious, and passionate about helping people explore the world.
Nice To Haves
- RevenueCat and AppFlyer experience a plus.
Responsibilities
- Develop and execute growth strategies that drive app installs, engagement, and paid conversion, working closely with and through our marketing channel teams.
- Own and optimize KPIs across acquisition, retention, ARPU, and LTV.
- Lead day-to-day marketing and performance decisions across paid, owned, and earned channels through partnership with channel owners and brand team.
- Evolve Lonely Planet’s membership product and offering, including defining pricing, packaging, and promotions, and working with cross-functional teams to define membership benefits across our products.
- Collaborate directly with Product leadership to connect market needs with product development and feature prioritization.
- Partner closely with the Editorial team to align timing and user experience with content publishing schedule and priorities.
- Present performance insights and recommendations in addition to financial forecasting to senior leadership in partnership with the VP.
Benefits
- Health Insurance Coverage (medical, dental, and vision)
- Life Insurance
- Short and Long-Term Disability Insurance
- Flexible Spending Accounts
- Holiday Pay
- 401(k) with match
- Employee Assistance Program
- Paid Parental Bonding Benefit Program
- Flexible Paid Time Off (PTO): We believe time to rest and recharge is essential. That’s why we offer a generous and flexible PTO policy. Full-time employees accrue 20 days of PTO for a full calendar year annually, with an increase to 25 days after five years of service.
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What This Job Offers
Job Type
Full-time
Career Level
Director
Education Level
No Education Listed
Number of Employees
1,001-5,000 employees
