Head of Growth & Marketing

Job Description

Royal Change is a fast-growing digital fitness, media, membership, and apparel company founded by Sydney and Dustin Houdyshell. Millions of people around the world train with Sydney through our YouTube workouts and programs, while our broader ecosystem includes Sydney Squad, our paid membership community, Royal Change apparel and ecommerce, and an expanding portfolio of fitness and wellness offerings.

We have built an enormous audience and trusted brand largely through organic growth and we believe we are only scratching the surface.

We are looking for an exceptional Head of Growth & Marketing to help build the growth engine for the next stage of Royal Change.

The Opportunity

We care much more about what you have actually grown than titles or years on a resume. If you look at an audience of millions and immediately start thinking about how to grow it, capture more of it, convert more of it, create better customer experiences, and build a significantly larger business around it, we want to talk to you.

Royal Change is headquartered in Charlotte, NC, and we would love to build this position as part of our in-person team. However, finding exceptional talent is our priority, and we are open to outstanding remote candidates.

Please be prepared to discuss specific examples of measurable growth you have personally helped create, including the starting point, results, timeframe, and your individual contribution.

What You'll Own

• Sydney Squad Growth: Develop and execute strategies to acquire, onboard, engage, and retain significantly more Sydney Squad members.
• YouTube & Organic Growth: Help grow views, watch time, subscribers, reach, and engagement while developing better ways to convert our large free audience into owned audiences, members, and customers.
• Email & Audience Capture: Dramatically grow our qualified email audience and build effective lifecycle, segmentation, automation, conversion, retention, and win-back strategies using platforms such as Klaviyo or Mailchimp.
• Ecommerce & Apparel: Grow our Shopify business through stronger launches, campaigns, merchandising, CRO, repeat purchasing, cross-selling, and customer retention.
• Paid Growth: Develop and optimize paid acquisition, retargeting, influencer, affiliate, partnership, and other customer acquisition strategies.
• Website & Conversion: Continually improve landing pages, membership pages, ecommerce experiences, funnels, messaging, and conversion rates.
• Customer Experience: Identify recurring customer confusion and support issues and solve them at the source through better communication, onboarding, self-service resources, automation, and customer journeys.
• Campaigns & Events: Help develop integrated marketing campaigns, launches, challenges, partnerships, events, and other initiatives that grow the Royal Change brand.

Who We're Looking For

We are looking for a builder and operator, not someone who simply manages a marketing calendar. You should have:

• A demonstrated track record of creating measurable growth for a consumer, ecommerce, subscription, membership, media, or creator-led business.
• Strong understanding of YouTube, organic social media, content strategy, and audience development.
• Experience with membership/subscription growth and customer retention.
• Strong DTC ecommerce and Shopify experience.
• Strong email/lifecycle marketing experience with platforms such as Klaviyo, Mailchimp, or similar.
• Strong understanding of paid acquisition, funnels, CRO, retargeting, and performance marketing.
• Comfort working with metrics including CAC, LTV, conversion rate, AOV, retention/churn, ROAS/MER, and cohort behavior.
• Strong understanding of brand, creative, customer psychology, messaging, and customer experience.
• The ability to move between strategy and hands-on execution without waiting for a large team or extensive direction.
• Exceptional initiative, curiosity, ownership, communication, and follow-through.

Experience in fitness, wellness, apparel, creator-led brands, digital media, or community-driven businesses is strongly preferred. Experience with platforms such as Mighty Networks, Circle, Uscreen, Kajabi, or custom app dev is a plus.