Crunch+ Digital Marketing Director

Crunch is seeking a dynamic, creative, and data-driven leader for its Crunch+ Digital Marketing Director role. This individual will focus on growing the Crunch+ streaming workout platform subscriber base. Success will come from owning and executing the marketing acquisition strategies among existing Crunch members and external retail subscribers while driving retention among all subscribers. This highly collaborative and cross-functional role requires a strong mastery of data and analytics, and one should have hands-on experience developing, planning, launching, and analyzing acquisition and retention programs to drive sustainable and efficient CAC/CPA at scale. This individual is expected to grow subscriber lifetime value through relevant marketing touchpoints to optimize win-back, upsell, and cross-sell strategies. The ability to analyze, interpret and apply performance data is critical, digital subscriber marketing experience is required, and streaming and app experience is a plus.

Specific duties of the role include:

Acquisition Strategy & Execution

The strategy, planning, execution, and measurement of campaigns that drive subscriber acquisition.

Developing, executing, and managing Crunch+'s mobile App growth strategy, including App Store Optimization (ASO) tactics around ratings and reviews, search optimization, freemium strategies, and app store visual content.

Leverage referral strategies to new and existing subscribers to acquire customers, drive conversion, mitigate churn, and generate win-back.

Create, manage, and test new user acquisition performance marketing channels & campaigns.

Work closely with media agencies to develop objectives, set goals and KPIs, and measure and track all campaigns and tactics.

Identify opportunities to use first-party data to inform decisions and activate against key cohorts.

Retention

Deepen relationships with subscribers and build retention-driving behaviors.

Leverage data to focus on the most predictive KPIs of retention and identify optimization priorities

Assist leadership in establishing the internal Crunch+ roadmap (content, technology enhancement, subscriber engagement)

Collaboration

Partner with creative and brand marketing teams to develop strong messaging and storytelling that is cohesive and consistent across marketing touchpoints

Work with cross-functional teams to prioritize initiatives, set goals, execute campaigns, and measure marketing effectiveness.

Reporting / Analysis

Report on and analyze campaign performance to drive continuous improvement

Make recommendations for future testing/optimization on offer, copy/messaging, targeting and segmentation, creative, and communication touchpoints

Continuously analyze the efficiency of strategies and allocate budgets to the highest value opportunities; evaluate results in the context of broader business goals; and make recommendations on how to move the business forward.

Qualifications:

7+ years of proven experience in marketing, digital strategy role, or relevant experience in subscription/product marketing, preferably growing mobile app user base.

Bachelor's degree required; MBA preferred

Demonstrated experience driving customer acquisition and revenue growth through the implementation of digital and traditional media strategies

Subscription, direct-to-consumer, and streaming knowledge; strong hands-on experience with mobile app ad platforms, tools, and technology, including App Store and Google Play.

Strong collaboration and influencing skills, ability to work side-by-side clearly and consistently across functions and departments, synthesizing multiple points of view into a coherent action plan with senior leaders

Ability to interpret data and develop hypotheses to drive customer engagement/ monetization and evolving subsequent testing phases based on new insights, preferably in connection with a subscription service

Strong analytical and quantitative skills with a demonstrated ability to interpret and use data to drive decision making

An understanding of how media is consumed in today’s world and how we can create added value to drive engagement with our products

Excellent communication and interpersonal skills, both written and oral, with the ability to tailor presentations based on audience

Advanced knowledge in Word, Excel, PowerPoint, data visualization tools, and marketing automation (HubSpot) preferred

An entrepreneurial mindset, a flexible teammate with a sense of urgency, and the ability to roll up your sleeves and tackle whatever comes your way

This is a hybrid role. Must be able to commute to the NYC office 2-3 days/ week

Crunch believes that all persons are entitled to equal employment opportunity and does not discriminate against nor favor any applicant because of race, color, religion, sex, age, veteran status, disability, national origin, or any other legally protected status. Equal employment opportunity will be extended in all aspects of the employer-employee relationship, including, but not limited to, recruitment, hiring, training, promotion, transfer, demotion, compensation, benefits, layoff, and termination. In addition, Crunch will make reasonable accommodations to known physical or mental limitations of an otherwise qualified applicant with a disability, unless the accommodation would impose an undue hardship on the operation of our business.

Flexible work from home options available.