WHO WE ARE
We have 75+ clubs, 400K+ contacts, a monthly churn that needs a systematic owner, and a member economics function that doesn't exist yet. This role builds it.
The Picklr is America's 43rd fastest-growing company and the leading pickleball club brand in the country. We're building our growth function in-house to own the complete member journey — from first touch through long-term engagement. This role leads acquisition, lifecycle marketing, and member economics, with direct impact on how we scale profitably across every club.
This is a Sr. Director seat, depending on experience, with a clear path to VP of Growth.
—
WHY THIS ROLE
The infrastructure is early-stage. The data asset is real. You'll have the autonomy to build the model, the team to run it, and a direct path to the VP seat. We move fast. If you want to own a revenue function — not inherit someone else's system — this is it.
—
WHAT YOU'LL OWN
Member Economics & Strategy The funnel economics from acquisition through retention — LTV:CAC, payback, contribution per member. Segmentation and cohort analysis off check-in and programming data, LTV modeling, and the lifecycle offer strategy for onboarding, engagement, and reactivation.
Acquisition & Performance Marketing Paid acquisition across Meta, Google, and TikTok. Cross-channel execution — email, SMS, SEO, affiliate — working as one system. Spot the opportunity, test it, measure it, scale what works. (Social sits outside this role.)
Presales & Conversion We're moving from a 250-member founder cap to a 500-member tiered presales program. You'll design the offer architecture and own the funnel from first touch through the 0–90 day trial to paid — finding the drop-off points and testing your way past them.
Lifecycle, Retention & Win-Back Monthly churn is our north star metric. You own the at-risk cohort identification, automation triggers, and the intervention model that keeps members renewing — built around programming participation, our highest-leverage retention signal. Win-back against a dormant contact base many times the size of our active membership: automation triggers an offer, BDR follows up, and you define the lead scoring that routes contacts to the right channel.
Automation, AI & Analytics Own the automation roadmap in partnership with our CSO and data team. Real-time dashboards and attribution in Sigma or Looker, on top of HubSpot and PlayByPoint, reported weekly. We expect AI obsession, not curiosity — copy, segmentation, lead scoring, workflow building. If your team is doing something manually that a well-prompted model could handle, that's a gap to close.
Team & Partnership Build and lead a lean team (first hire likely a growth analyst / lifecycle specialist). Partner closely with the BDR function on presales, trials, and win-back, and with Finance on forecasting and business cases.
—
YOUR FIRST YEAR
Months 1–3: Audit member economics, build the segmentation and analytics frameworks off HubSpot and check-in data, and stand up the roadmap, testing agenda, and weekly reporting.
Months 4–6: Launch the first acquisition and lifecycle tests, ship the at-risk and win-back automations, build the 500-member presales architecture, and make your first hire.
Months 7–12: Show measurable improvement in churn and trial-to-paid conversion, build repeatable club-by-club frameworks, and position the function — and yourself — for the VP seat.
—
METRICS YOU'LL OWN
Monthly churn (north star) · LTV:CAC and payback period · Retention by cohort (30/90/180-day) · Trial-to-paid conversion · Monthly active member growth · Marketing ROI
—
WHAT WE'RE LOOKING FOR
- 8+ years in growth, lifecycle, CRM, or performance marketing — with team leadership
- Owned both acquisition and retention — not one side. This is critical.
- Paid media ownership across Meta, Google, and TikTok with measurable ROAS gains
- Owned a member or subscriber lifecycle from presales through win-back, with churn improvement to show for it
- Strong analytical instincts — cohort analysis, LTV modeling, statistical testing — and the reporting chops to drive action, not just describe it
- Hands-on in HubSpot (strongly preferred) and a BI tool — Sigma, Looker, or Tableau
- Deep marketing automation experience and an opinionated point of view on where AI creates leverage
- Background in subscription, membership, or multi-unit consumer business
- Bonus: fitness, leisure, studio, or franchise experience — you understand what drives in-person retention