Director / Sr. Director Growth and Lifecycle Marketing
SoulCycle
New York, NY$140,000 - $180,000 a yearFull Time
Job 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/.
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/.