Director / Sr. Director Growth and Lifecycle Marketing
Equinox Holdings, New York, NY, United States
Company DescriptionWHO 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 MISSIONTo 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 trustJob DescriptionTitle: 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 & StrategyP&L accountability from acquisition through retentionAcquisition offer strategy and testing frameworksLifecycle pricing strategy: onboarding programs, engagement offers, reactivation campaignsCustomer segmentation, cohort analysis, and LTV modelingAcquisition & Performance MarketingBuild in-house acquisition capability across paid media, partnerships, and emerging channelsOwn creative strategy and performance testingManage agency and vendor relationshipsScale efficient acquisition while optimizing for customer qualityLifecycle Marketing & EngagementLead Lifecycle Marketing Manager and build team capabilitiesDesign activation and engagement programs that drive long-term rider habitsOwn triggered campaigns, segmentation, and personalizationDevelop customer journey optimization and testing roadmapTeam & Budget ManagementBuild high-performing growth team (initial hire: analyst/pricing specialist)Partner with Finance on customer forecasting and business casesCollaborate with Brand Marketing, Product, and Studio OperationsRole Expectations:Success in Year One:Months 1-3: FoundationAudit customer economics and identify highest-leverage opportunitiesBuild robust segmentation and analytics frameworksDevelop strategic roadmap and testing agendaEstablish key metrics and reporting cadenceMonths 4-6: Execute & OptimizeLaunch acquisition and lifecycle optimization testsImplement new customer programs and pricing strategiesHire initial team member (growth analyst or specialist)Expand in-house marketing capabilitiesEstablish external strategic partnerships to drive acquisition at scale among new audiences and consumer segmentsMonths 7-12: ScaleDemonstrate measurable improvements in key customer metricsBuild repeatable frameworks for growth and optimizationPosition function and team for next phase of growthEstablish as strategic partner to CEO and leadership teamKey Metrics You'll Drive:Customer acquisition efficiency and qualityEngagement and retention across customer lifecycle (30-day, 90-day, and 180-day retention rates by cohort)LTV:CAC ratio and payback period optimizationMonthly active rider growthMarketing ROI and budget efficiencyQualificationsWhat Makes You Great at This:7-10 years in growth/lifecycle marketing, with 3+ years leading teamsExperience 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 teamsBackground in subscription, membership, or high-frequency purchase businesses (boutique fitness, DTC, SaaS, or similar)Resourceful operator who maximizes impact with thoughtful budget allocationPlayer-coach mentality: strategic thinker who is hands-on as neededExperience with Soul's tech stack: Braze, Branch, Voucherify, mParticleAvailability to be in-office 4 days/week in NYCWhat Sets Apart Great from Good:You've optimized complex customer journeys with multiple touchpointsYou understand habit formation and community-driven business modelsYou've scaled marketing programs by proving incrementality and ROIYou're skilled at presenting customer economics to executive leadershipYou can attract and develop high-potential team membersYou thrive in environments where you build infrastructure while executingBonus Points:Experience with physical retail, studios, or location-based businessesWorked in high-growth environments balancing building and doingStrong consumer brand intuition and understanding of premium fitness/wellnessWhy 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 & BenefitsBase 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 metricsComprehensive health, dental, vision, 401kUnlimited SoulCycle ridesAdditional InformationSoulCycle 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/.SummaryType: Full-timeFunction: OtherExperience level: Not ApplicableIndustry: Health, Wellness And Fitness
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 & StrategyP&L accountability from acquisition through retentionAcquisition offer strategy and testing frameworksLifecycle pricing strategy: onboarding programs, engagement offers, reactivation campaignsCustomer segmentation, cohort analysis, and LTV modelingAcquisition & Performance MarketingBuild in-house acquisition capability across paid media, partnerships, and emerging channelsOwn creative strategy and performance testingManage agency and vendor relationshipsScale efficient acquisition while optimizing for customer qualityLifecycle Marketing & EngagementLead Lifecycle Marketing Manager and build team capabilitiesDesign activation and engagement programs that drive long-term rider habitsOwn triggered campaigns, segmentation, and personalizationDevelop customer journey optimization and testing roadmapTeam & Budget ManagementBuild high-performing growth team (initial hire: analyst/pricing specialist)Partner with Finance on customer forecasting and business casesCollaborate with Brand Marketing, Product, and Studio OperationsRole Expectations:Success in Year One:Months 1-3: FoundationAudit customer economics and identify highest-leverage opportunitiesBuild robust segmentation and analytics frameworksDevelop strategic roadmap and testing agendaEstablish key metrics and reporting cadenceMonths 4-6: Execute & OptimizeLaunch acquisition and lifecycle optimization testsImplement new customer programs and pricing strategiesHire initial team member (growth analyst or specialist)Expand in-house marketing capabilitiesEstablish external strategic partnerships to drive acquisition at scale among new audiences and consumer segmentsMonths 7-12: ScaleDemonstrate measurable improvements in key customer metricsBuild repeatable frameworks for growth and optimizationPosition function and team for next phase of growthEstablish as strategic partner to CEO and leadership teamKey Metrics You'll Drive:Customer acquisition efficiency and qualityEngagement and retention across customer lifecycle (30-day, 90-day, and 180-day retention rates by cohort)LTV:CAC ratio and payback period optimizationMonthly active rider growthMarketing ROI and budget efficiencyQualificationsWhat Makes You Great at This:7-10 years in growth/lifecycle marketing, with 3+ years leading teamsExperience 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 teamsBackground in subscription, membership, or high-frequency purchase businesses (boutique fitness, DTC, SaaS, or similar)Resourceful operator who maximizes impact with thoughtful budget allocationPlayer-coach mentality: strategic thinker who is hands-on as neededExperience with Soul's tech stack: Braze, Branch, Voucherify, mParticleAvailability to be in-office 4 days/week in NYCWhat Sets Apart Great from Good:You've optimized complex customer journeys with multiple touchpointsYou understand habit formation and community-driven business modelsYou've scaled marketing programs by proving incrementality and ROIYou're skilled at presenting customer economics to executive leadershipYou can attract and develop high-potential team membersYou thrive in environments where you build infrastructure while executingBonus Points:Experience with physical retail, studios, or location-based businessesWorked in high-growth environments balancing building and doingStrong consumer brand intuition and understanding of premium fitness/wellnessWhy 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 & BenefitsBase 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 metricsComprehensive health, dental, vision, 401kUnlimited SoulCycle ridesAdditional InformationSoulCycle 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/.SummaryType: Full-timeFunction: OtherExperience level: Not ApplicableIndustry: Health, Wellness And Fitness