Director / Sr. Director Growth and Lifecycle Marketing

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

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

​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

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/.