Director / Sr. Director Growth and Lifecycle Marketing

Equinox • New York, NY

23d • $140,000 - $180,000 • Onsite

About The Position

We're building our growth marketing function in-house to own the complete customer journey - from first ride through long-term engagement. You'll lead acquisition strategy, lifecycle marketing, and customer economics, with direct impact on how we scale the business profitably.

This role is based out of our Headquarters in NYC and reports to the CEO and will evolve into a VP of Growth as the business continues to scale. You'll have autonomy to build your team and shape our growth strategy.

Requirements

• 7-10 years in growth/lifecycle marketing, with 3+ years leading teams
• Experience owning both acquisition AND retention (not just one side - this is critical)
• Strong analytical skills: cohort analysis, LTV modeling, statistical testing, data-driven decision making (familiarity with BI tools, specifically Looker or similar)
• Experience building in-house marketing capabilities and scaling teams
• Background in subscription, membership, or high-frequency purchase businesses (boutique fitness, DTC, SaaS, or similar)
• Resourceful operator who maximizes impact with thoughtful budget allocation
• Player-coach mentality: strategic thinker who is hands-on as needed
• Experience with Soul's tech stack: Braze, Branch, Voucherify, mParticle
• Availability to be in-office 4 days/week in NYC

Nice To Haves

• You've optimized complex customer journeys with multiple touchpoints
• You understand habit formation and community-driven business models
• You've scaled marketing programs by proving incrementality and ROI
• You're skilled at presenting customer economics to executive leadership
• You can attract and develop high-potential team members
• You thrive in environments where you build infrastructure while executing
• Experience with physical retail, studios, or location-based businesses
• Worked in high-growth environments balancing building and doing
• Strong consumer brand intuition and understanding of premium fitness/wellness

Responsibilities

• Customer Economics & Strategy
• P&L accountability from acquisition through retention
• Acquisition offer strategy and testing frameworks
• Lifecycle pricing strategy: onboarding programs, engagement offers, reactivation campaigns
• Customer segmentation, cohort analysis, and LTV modeling
• Acquisition & Performance Marketing
• Build in-house acquisition capability across paid media, partnerships, and emerging channels
• Own creative strategy and performance testing
• Manage agency and vendor relationships
• Scale efficient acquisition while optimizing for customer quality
• Lifecycle Marketing & Engagement
• Lead Lifecycle Marketing Manager and build team capabilities
• Design activation and engagement programs that drive long-term rider habits
• Own triggered campaigns, segmentation, and personalization
• Develop customer journey optimization and testing roadmap
• Team & Budget Management
• Build high-performing growth team (initial hire: analyst/pricing specialist)
• Partner with Finance on customer forecasting and business cases
• Collaborate with Brand Marketing, Product, and Studio Operations

Benefits

• Comprehensive health, dental, vision, 401k
• Unlimited SoulCycle rides
• Eligible for an annual performance bonus targeted at 10% of base salary, based on achievement of growth and efficiency metrics

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Education Level: No Education Listed