Sr Director of Growth & Lifecycle Marketing

Job Description

Job Description

Who We Are

Pickleball is exploding, and The Picklr is leading the movement. We're building the premier lifestyle and wellness brand in the fastest-growing sport in America — 75+ open clubs, rapid national and international expansion, and the ambition of the market leader we are.

We're building our growth function in-house to own the complete member journey, from first touch through long-term engagement. This role leads acquisition, lifecycle marketing, and member economics — with direct impact on how we scale profitably across every club.

The Role

You'll own the full member journey and the revenue engine behind it — paid acquisition and presales through conversion, retention, and win-back. You set the strategy, build the systems, and run the economics that move people through that journey at scale.

This is a new seat with the autonomy to build and run a lean, high-leverage team. Strategic enough to own the model, hands-on enough to build it yourself.

What You'll Own

Member Economics & Strategy. The funnel economics from acquisition through retention — LTV:CAC, payback, contribution per member. Segmentation and cohort analysis (RFM off check-in and programming data), LTV modeling, and the lifecycle offer strategy: onboarding, engagement, and reactivation. (Core membership and national pricing stay exec-led.)

Acquisition & Performance Marketing. Paid acquisition across Meta, Google, and TikTok, with a record of improving ROAS. Cross-channel execution — email, SMS, paid, SEO, affiliate — working as one system, not in silos. (Social sits outside this role.)

Presales & Conversion. We're moving from a 250-member founder cap to a 500-member tiered presales program with a sellout method. You'll design the offer architecture and own the funnel from first touch through the 0–90 day trial to paid — finding the drop-off points and testing your way past them.

Lifecycle, Retention & Win-Back. Monthly churn is our most important metric. You own the orchestration layer: at-risk cohort identification, automation triggers, and the offer-and-intervention model that keeps members renewing — built around programming participation (leagues, clinics), our highest-leverage retention signal. You'll also own win-back against a dormant contact base many times the size of our active membership: automation triggers an offer, BDR follows up, and you define the hot-lead scoring that routes leads to the right channel.

Automation, AI & Analytics. Own the automation roadmap in partnership with the CSO and data team — what gets built, the scoring logic, the feedback loops. Real-time dashboards and attribution in Sigma or Looker, on top of HubSpot and our member data platform (PlayByPoint), reported weekly. We expect obsession with AI, not curiosity: copy, segmentation, lead scoring, workflow building. If your team is doing manually what a well-prompted model could handle, that's a gap to close.

Team & Partnership. Build and lead a lean team (likely first hire: a growth analyst / lifecycle specialist). Partner closely with the BDR function on presales, trials, events, and win-back, and with Finance on forecasting and business cases.

Your First Year

Months 1–3 — Foundation. Audit member economics, build the segmentation and analytics frameworks off check-in and HubSpot data, and stand up the roadmap, testing agenda, and weekly reporting.

Months 4–6 — Execute & Optimize. Launch the first acquisition and lifecycle tests, ship the at-risk and win-back automations, build the 500-member presales architecture, and make your first hire.

Months 7–12 — Scale. Show measurable improvement in churn and trial-to-paid conversion, build repeatable club-by-club frameworks, and position the function — and yourself — for the VP seat.

Key Metrics You'll Drive

Monthly churn (north star)

LTV:CAC and payback period

Retention by cohort — 30, 90, 180-day

Trial-to-paid conversion

Monthly active member growth

Marketing ROI

What We're Looking For

8+ years in growth, lifecycle, CRM, or performance marketing, with team leadership

Owned both acquisition and retention — not one side. This is critical

Paid media ownership across Meta, Google, and TikTok with measurable ROAS gains

Owned a member or subscriber lifecycle from presales through win-back, with churn improvement to show for it

Strong analytical instincts — cohort analysis, LTV modeling, statistical testing — and the reporting chops to drive action, not just describe it

Hands-on in HubSpot (strongly preferred) and a BI tool — Sigma, Looker, Tableau, or similar

Deep marketing automation experience, and an opinionated point of view on where AI creates leverage

Background in subscription, membership, or multi-unit consumer business

Bonus: fitness, leisure, studio, or franchise/multi-unit experience — you know what drives in-person retention.

E04JI802mpqq4097i7k