Director / Sr. Director Growth and Lifecycle Marketing

Equinox•New York, NY

29d•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