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