Director of Marketing, Sales and Retention

Job Description

Job Description

About the Role

COPA STC is seeking a Director of Marketing, Sales & Retention to lead our full customer journey from first inquiry through long-term membership engagement. This person will oversee marketing strategy, sales/Player Development Coordinator performance, HubSpot and CRM automation, lead conversion, retention initiatives, and member lifecycle communication.

This role is ideal for a commercially minded growth leader who can connect marketing, sales, systems, content, and member experience into one coordinated revenue engine. The Director will manage the Sales/PDC team and the Marketing Manager responsible for digital content creation, ensuring both teams are aligned around lead generation, conversion, retention, and brand storytelling.

What You Will Own

• Lead COPA STC marketing strategy across paid ads, email, website, social, content, print, community, and seasonal campaigns.
• Manage the Marketing Manager responsible for digital content creation, including social media, email content, website updates, campaign assets, photo/video storytelling, and day-to-day brand content execution.
• Manage and coach the Sales/PDC team, setting clear expectations, sales processes, KPIs, follow-up standards, and accountability rhythms.
• Own HubSpot strategy and execution, including workflows, automations, segmentation, lifecycle stages, forms, lists, pipelines, dashboards, lead nurturing, and retention campaigns.
• Improve full-funnel performance, including lead generation, speed to lead, trial booking, trial show rate, close rate, reactivation, referrals, and member retention.
• Oversee Google Ads, Meta Ads, retargeting, audience strategy, budget recommendations, creative testing, and campaign optimization.
• Build retention systems that improve onboarding, member communication, proactive check-ins, cancellation saves, win-back campaigns, and member longevity beyond minimum commitment periods.
• Create incentive programs that motivate the Sales/PDC and Marketing teams to achieve goals tied to sales, conversion, referrals, reactivation, retention, and member experience.
• Develop sales playbooks, email/text templates, lead follow-up standards, objection-handling guides, and member communication workflows.
• Report regularly on marketing ROI, lead sources, sales pipeline, conversion rates, campaign performance, churn, retention, reactivation, and incentive program results.

Key Success Measu res

• Increased lead volume and improved lead source attribution.
• Faster and more consistent lead follow-up by the Sales/PDC team.
• Improved inquiry-to-trial, trial-to-membership, and reactivation conversion rates.
• Stronger HubSpot workflows, dashboards, data hygiene, and automation.
• Clearer reporting on marketing, sales, retention, and campaign ROI.
• Improved member onboarding, retention communication, cancellation save rate, referrals, and member longevity.
• A motivated team with clear goals, transparent incentive tracking, and stronger accountability.

Who You Are

• A strategic growth leader with strong marketing, sales, CRM, and retention experience.
• A HubSpot expert who understands workflows, automations, segmentation, pipelines, reporting, and lifecycle marketing.
• A data-driven operator who can identify gaps, build systems, and improve team performance.
• A people leader who can manage, coach, motivate, and hold teams accountable.
• A strong communicator who can align content, campaigns, sales messaging, and member communication.
• Comfortable balancing strategy with hands-on execution in a fast-paced, entrepreneurial environment.

Qualifications

• 5-8+ years of experience in marketing, growth, sales enablement, lifecycle marketing, CRM, customer success, or a related field.
• Experience managing people, teams, or cross-functional initiatives.
• Advanced HubSpot experience, including marketing automation, CRM management, reporting, sales pipelines, workflows, lists, and lifecycle stages.
• Experience managing or overseeing Google Ads and Meta Ads.
• Strong understanding of full-funnel marketing, lead conversion, sales process, and retention strategy.
• Experience building team incentives, sales contests, commission structures, bonus programs, or performance-based goals preferred.
• Experience in youth sports, fitness, recreation, hospitality, education, memberships, or family-focused services is a plus.

COPA Soccer Training Center (COPA STC) is a state-of-the-art soccer training and assessment facility dedicated to revolutionizing player identification and development in the sport of soccer through a data-driven approach. Built at the intersection of sport, science, and technology, COPA integrates proprietary data systems, advanced performance testing, world-class training methodology, and a mission-driven development model to objectively identify, develop, and unlock player potential. With more than 750,000 annual visitors, COPA STC serves as a highly active hub for innovation and athlete development. We serve athletes and families through memberships, training, camps, events, leagues, and community programming.

Company Description

COPA Soccer Training Center (COPA STC) is a state-of-the-art soccer training and assessment facility dedicated to revolutionizing player identification and development in the sport of soccer through a data-driven approach. Built at the intersection of sport, science, and technology, COPA integrates proprietary data systems, advanced performance testing, world-class training methodology, and a mission-driven development model to objectively identify, develop, and unlock player potential. With more than 750,000 annual visitors, COPA STC serves as a highly active hub for innovation and athlete development. We serve athletes and families through memberships, training, camps, events, leagues, and community programming.