Director​/Sr. Director and Lifecycle Marketing

WHO WE ARE

The first of its kind boutique fitness experience, Soul Cycle 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, Soul Cycle rides connect our community through the experience and energy of the room.

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.

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.

• 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

• 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

• 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

• 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

• 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

• 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

• 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

• 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

• 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…