VP, Growth Marketing

Join ABC Fitness and become part of a culture that’s as ambitious as it is authentic. Let’s transform the future of fitness—together! Our Values Best Life We believe great work begins with great people. That’s why our culture is built on respect, trust, and belonging. We create an inclusive environment where every team member can bring their authentic self to work—because diverse perspectives drive innovation and meaningful impact. Growth Mindset We are doers, thinkers, and dreamers. At ABC Fitness, your growth is our investment. Through continuous learning, mentorship, and professional development opportunities, we empower you to reach new heights—personally and professionally. One Team From day one, you’ll be part of a team that collaborates, celebrates, and cares. We move fast, support one another, and have fun along the way. Because when you thrive, we all thrive. What you’ll own 1) MRR, growth and forecast accountability Own new MRR, expansion and growth targets across ABC Trainerize and ABC FitMetrics; establish clear goals, pacing and priorities with executive, Product, Finance and Marketing stakeholders. Establish a consistent global cadence for performance review, experimentation and corrective action; ensure teams are aligned around shared definitions and measurable outcomes. Align customer segmentation, growth opportunities and product-led plays with Product, Marketing and Customer Success. Balance short-term performance with sustainable improvements in activation, adoption, conversion, retention and expansion. 2) Growth strategy across channels (execution via team + agency) Paid acquisition (SEM + Paid Social + Programmatic) — governance & outcomes: Set strategy, channel roles, investment thesis and guardrails across products and regions; lead agency selection and management; and drive budget pacing and reallocation based on performance, marginal returns and incrementality. Web + conversion rate optimization (CRO): Own the digital funnel from discovery through activation and conversion; build a CRO program with a clear hypothesis backlog, experimentation velocity and analytics hygiene, driving measurable improvements in CVR, CAC, activation, conversion and MRR. Lifecycle and marketing automation: Scale lifecycle programs that improve onboarding, activation, adoption, conversion, retention and expansion; define segmentation and personalization standards; and partner with Product, Implementation and Customer Success to turn product and customer signals into meaningful growth opportunities. SEO + AEO (LLM visibility) + content-led growth: Scale technical SEO, answer engine optimization and intent-led content performance in partnership with Marketing and content teams; build durable organic growth through comparisons, FAQs, schema, buyer-intent answers and other high-value content. Social, influencer and digital distribution: Build a stronger social, influencer, affiliate, partner and community growth motion where appropriate, with clear objectives, learning agendas and quality standards. Growth loops and emerging channels: Identify underdeveloped acquisition channels, growth loops and new revenue opportunities; test, learn and scale the channels that create sustainable customer and product growth. 3) Executive-level performance management, reporting and analytics (core) Create and own the PLG Operating System: weekly business reviews, monthly performance reviews and quarterly planning with executive, Product, Engineering and Marketing leadership. Build executive-ready reporting tying investment to outcomes: new MRR, expansion, activation, adoption, conversion, retention, CAC/payback, channel mix and forecast versus plan by product and channel. Partner with Finance and Analytics to establish a single source of truth across product, CRM and marketing platforms, including shared definitions, data quality standards and governance. Implement decision-grade measurement using attribution guardrails, incrementality and lift testing, holdouts, geo tests and standardized dashboards that highlight performance, risks and actions. Own forecasting and scenario planning across base, upside and downside cases, with explicit assumptions and spend-to-growth sensitivity. 4) Full-funnel customer journey, conversion and cross-functional alignment Improve the full customer journey from acquisition through activation, onboarding, adoption, conversion, retention and expansion. Partner with Product and Engineering to identify and remove friction in the product experience, onboarding journey and key conversion points. Use customer, product and behavioral data to identify opportunities, prioritize experiments and improve the quality and consistency of growth outcomes. Partner with Product Marketing, Content, Implementation and Customer Success on messaging, education, offers, lifecycle experiences and adoption programs that improve customer value and growth. 5) Team, vendor ecosystem and operating excellence Lead and develop a high-performing growth organization, including growth leadership, analytics, operations and channel expertise. Retain, develop and support strong existing talent while building the capabilities required for the next phase of growth. Govern a vendor ecosystem with clear scopes, scorecards and accountability rhythms. Build playbooks, documentation and a culture of experimentation, learning velocity and performance ownership. Establish scalable systems and processes that support a lean team while maintaining hands‑on execution and strategic control. 6) Portfolio growth across Trainerize and Fit Metrics Partner across ABC Trainerize and ABC FitMetrics to understand each product’s growth engine, customer journey, channel mix and revenue opportunities. Create shared approaches to measurement, experimentation, lifecycle growth and reporting while preserving the product‑specific nuances of each business. Identify opportunities to improve cross‑product learning, customer expansion, channel diversification and operating consistency. 7) Innovation and AI‑Enabled Growth Leadership Identify, operationalize and scale AI‑driven capabilities across marketing, product growth and broader business operations. Move beyond experimentation to institutionalize AI as a structural growth lever, improving productivity, personalization, experimentation, forecasting and customer journey optimization while maintaining governance and data integrity. Help define and build agentic workflows that can support growth operations, decision‑making and experimentation. Establish clear measures for AI impact and identify where human judgment remains essential. Competencies AI‑Enabled and Agentic Growth: Demonstrated ability to identify, implement and scale practical AI capabilities in a real business environment. Understands how to use AI to improve experimentation, personalization, conversion, forecasting, customer journeys and operating efficiency while maintaining appropriate governance and human oversight. Strategic Vision and Growth Planning: Ability to develop and execute a multi‑year, global PLG and growth strategy aligned to company, product and customer objectives. Leverages market, competitive, customer and product insights to identify growth opportunities, anticipate shifts in user behavior and translate strategy into clear annual and quarterly plans, investment theses and measurable targets. Global Leadership and Cross‑Cultural Competence: Proven capability to lead and maintain high‑performing teams across regions and time zones, with cultural intelligence and an inclusive mindset. Adapt communication and management style to local context while maintaining consistent global standards for growth accountability, product alignment and performance management. Executive Reporting, Analytics and Decision‑Making: Strong analytical and financial acumen to interpret complex customer, product and growth data, build forecasting and scenario models, and communicate outcomes to executive stakeholders with clarity. Establishes a single source of truth across product, CRM and marketing systems, defines KPI hierarchies and drives decisions using experimentation, attribution guardrails and incrementality testing. Comfortable leveraging AI to improve reporting speed, insight quality and operating efficiency. Product‑Led Growth and Digital Growth Expertise: Deep understanding of activation, onboarding, adoption, conversion, retention, expansion, growth loops, experimentation, lifecycle marketing, web/CRO, paid acquisition, organic growth, SEO/AEO, content, social and influencer channels. Builds a diversified growth portfolio and scales what works through disciplined experimentation. Product and Engineering Partnership: Credible working with senior Product and Engineering leaders; able to understand product nuances, translate customer and behavioral insights into growth opportunities, influence prioritization and improve the product experience without relying solely on authority. Cross‑Functional Leadership: Expert at aligning Product, Engineering, Marketing, Finance, Analytics, Implementation and Customer Success around shared growth goals. Creates clarity, removes friction and establishes shared accountability for customer and business outcomes. Operating Excellence and Vendor Governance: Ability to create a scalable operating cadence and govern a vendor ecosystem, including agencies, tools and contractors, with clear scopes, service expectations, performance scorecards and optimization roadmaps. Ensures execution quality while maintaining strategic control and measurable outcomes. Qualifications 10+ years in product‑led growth, growth marketing, product growth, digital growth or a comparable function, with experience operating at VP level and leading teams or functional owners. Proven experience owning the full customer journey and delivering measurable outcomes across activation, onboarding, adoption, conversion, retention, expansion, add‑ons, seat growth, MRR or ARR. Strong product and growth analytics orientation, including executive dashboards, forecasting, experimentation and investment decisions informed by customer and product data. Demonstrated success managing meaningful budgets across paid and non‑paid channels, internal teams and agency partners. Demonstrated ability to diversify beyond paid search into organic growth, content, social, influencer activity, SEO/AEO, lifecycle, CRO and emerging channels. Proven ability to partner closely with Product and Engineering to improve product value, activation, adoption and conversion, and to influence decisions without direct authority. Practical experience applying AI in a business or growth function, including the implementation of AI‑enabled or agentic workflows that go beyond basic content generation or productivity use cases. Experience in a mid‑sized or scaled company, with the ability to operate creatively and entrepreneurially within a larger enterprise environment. B2B SaaS, consumer, direct‑to‑consumer, subscription or marketplace experience may be relevant. Exceptional cross‑functional leadership, communication and stakeholder management skills, with the ability to remain hands‑on while building scalable systems and developing a lean, high‑performing team. Compensation for this role will be determined based on a variety of factors, including relevant experience, qualifications, skills, geographic location, and market considerations. The anticipated compensation range for this position is - USA‑based candidates $210,000 - $230,000 USD ; Canada‑based candidates $290,000 - $310,000 CAD- annually. In addition to base compensation, eligible employees may be offered other forms of compensation, such as bonuses, commissions, equity, or other incentive programs, where applicable. Compensation and benefits may vary by location and are subject to applicable legal, business, and market requirements.

WHAT’S IN IT FOR YOU:

Purpose led company with a Values focused culture – Best Life, One Team, Growth Mindset Time Off – with our open PTO policy, we offer flexibility in how and when you take PTO! Days of Disconnect – once a quarter, we take a collective breather and enjoy a day off together around the globe. #oneteam Parental & Pawternity Leave – we offer leave for when your family grows by two feet or four paws! Best Life Perk – we are committed to meeting you wherever you are in your fitness journey with a quarterly reimbursement Medical/Dental/Vision coverage EAP – we get you help when you need it. Period. Premium Calm App – enjoy tranquility with a Calm App subscription for you and up to 4 dependent over the age of 16 And more! – so many benefits we couldn’t even fit them all here! At ABC Fitness, we don’t just build technology—we build communities and transform lives. Your work matters here, your growth is supported, and your voice is heard. ABC’S COMMITMENT TO DIVERSITY, EQUALITY, BELONGING AND INCLUSION ABC is an equal opportunity employer committed to diversity, equity, and inclusion. We strive to create a workplace where every employee, client, and partner feels valued, inspired, and empowered to reach their full potential. For us, inclusion isn’t just the right thing to do—it’s a business imperative. Learn more at abcfitness.com About ABC Fitness ABC Fitness is the #1 software provider for fitness businesses of any size, all around the world. Supporting 30K clubs, 650K coaches, 40M members, and processing more than $12B in payments every year, ABC Fitness provides scalable, data‑driven solutions to simplify club management and engage members and clients. From personal trainers, boutique studios, and gyms, to international franchise health clubs, ABC Fitness will move your business forward through technology and industry insights. Innovation is at the center of everything we do, across ABC Glofox, ABC Ignite, ABC Trainerize, and ABC Evo. Let's make your fitness vision a seamless reality, together. Learn more at abcfitness.com

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