Director / Sr. Director Growth and Lifecycle Marketing at Equinox

New York, New York, United States -

Full Time

Start Date

Immediate

Expiry Date

07 May, 26

Salary

180000.0

Posted On

06 Feb, 26

Experience

5 year(s) or above

Remote Job

Yes

Telecommute

Yes

Sponsor Visa

Skills

Customer Economics, Acquisition Strategy, Lifecycle Marketing, P&L Accountability, Offer Strategy, LTV Modeling, Paid Media, Creative Strategy, Team Building, Cohort Analysis, Statistical Testing, Looker, Braze, Branch, Voucherify, Mparticle

Industry

Wellness and Fitness Services

Description

Company Description WHO WE ARE The first of its kind boutique fitness experience, SoulCycle revolutionized the fitness industry. Our signature 45-minute indoor cycling class is an immersive and intense mind-body-soul workout, where legendary instructors guide riders through class – helping them lose themselves in the ride, the music, the experience. Taking place in dark, candlelit studios, allowing riders to be grounded in the moment, SoulCycle rides connect our community through the experience and energy of the room. OUR MISSION To foster an open, diverse, & inclusive community – while embracing each unique individual exactly as they are. We empower each other by listening with an open mind, finding ways to learn and grow together, and always nurturing a sanctuary of trust Job Description Title: Director / Sr. Director Growth and Lifecycle Marketing (Level dependent on experience) 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. What You'll Own: 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 Role Expectations: Success in Year One: Months 1-3: Foundation Audit customer economics and identify highest-leverage opportunities Build robust segmentation and analytics frameworks Develop strategic roadmap and testing agenda Establish key metrics and reporting cadence Months 4-6: Execute & Optimize Launch acquisition and lifecycle optimization tests Implement new customer programs and pricing strategies Hire initial team member (growth analyst or specialist) Expand in-house marketing capabilities Establish external strategic partnerships to drive acquisition at scale among new audiences and consumer segments Months 7-12: Scale Demonstrate measurable improvements in key customer metrics Build repeatable frameworks for growth and optimization Position function and team for next phase of growth Establish as strategic partner to CEO and leadership team Key Metrics You'll Drive: Customer acquisition efficiency and quality Engagement and retention across customer lifecycle (30-day, 90-day, and 180-day retention rates by cohort) LTV:CAC ratio and payback period optimization Monthly active rider growth Marketing ROI and budget efficiency Qualifications What Makes You Great at This: 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 What Sets Apart Great from Good: 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 Bonus Points: 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 Why Join Us? Impact: Shape the growth trajectory of an iconic brand with a passionate community. Ownership: Build the growth function with CEO partnership and autonomy to make strategic decisions. Growth trajectory: Clear path from Director to VP of Growth as we scale. Challenge: Strategic problem-solving role requiring analytical rigor, creative thinking, and operational excellence. Compensation & Benefits Base salary: $140k-$180k (dependent on experience) Eligible for an annual performance bonus targeted at 10% of base salary, based on achievement of growth and efficiency metrics Comprehensive health, dental, vision, 401k Unlimited SoulCycle rides Additional Information SoulCycle is an equal opportunity employer. For more information regarding our career opportunities, please visit one of our clubs or our website at https://www.soul-cycle.com/careers/.

Responsibilities

This role is responsible for owning the complete customer journey, leading acquisition strategy, lifecycle marketing, and customer economics to scale the business profitably. Key duties include managing customer economics, building in-house acquisition capabilities, leading lifecycle marketing efforts, and managing the growth team and budget.