VP, Growth Marketing

ABC Fitness is hiring a VP, Growth Marketing to lead growth strategy and performance across ABC Trainerize and ABC FitMetrics. The role owns MRR growth, full-funnel marketing, analytics and forecasting, cross-functional alignment, team development, and AI-enabled growth initiatives.

Responsibilities:

• Own new MRR, expansion and growth targets across ABC Trainerize and ABC FitMetrics; establish clear goals, pacing and priorities with executive, Product, Finance and Marketing stakeholders
• Establish a consistent global cadence for performance review, experimentation and corrective action; ensure teams are aligned around shared definitions and measurable outcomes
• Align customer segmentation, growth opportunities and product-led plays with Product, Marketing and Customer Success
• Balance short-term performance with sustainable improvements in activation, adoption, conversion, retention and expansion
• Paid acquisition (SEM + Paid Social + Programmatic) — governance & outcomes: Set strategy, channel roles, investment thesis and guardrails across products and regions; lead agency selection and management; and drive budget pacing and reallocation based on performance, marginal returns and incrementality
• Web + conversion rate optimization (CRO): Own the digital funnel from discovery through activation and conversion; build a CRO program with a clear hypothesis backlog, experimentation velocity and analytics hygiene, driving measurable improvements in CVR, CAC, activation, conversion and MRR
• Lifecycle and marketing automation: Scale lifecycle programs that improve onboarding, activation, adoption, conversion, retention and expansion; define segmentation and personalization standards; and partner with Product, Implementation and Customer Success to turn product and customer signals into meaningful growth opportunities
• SEO + AEO (LLM visibility) + content-led growth: Scale technical SEO, answer engine optimization and intent-led content performance in partnership with Marketing and content teams; build durable organic growth through comparisons, FAQs, schema, buyer-intent answers and other high-value content
• Social, influencer and digital distribution: Build a stronger social, influencer, affiliate, partner and community growth motion where appropriate, with clear objectives, learning agendas and quality standards
• Growth loops and emerging channels: Identify underdeveloped acquisition channels, growth loops and new revenue opportunities; test, learn and scale the channels that create sustainable customer and product growth
• Create and own the PLG Operating System: weekly business reviews, monthly performance reviews and quarterly planning with executive, Product, Engineering and Marketing leadership
• Build executive-ready reporting tying investment to outcomes: new MRR, expansion, activation, adoption, conversion, retention, CAC/payback, channel mix and forecast versus plan by product and channel
• Partner with Finance and Analytics to establish a single source of truth across product, CRM and marketing platforms, including shared definitions, data quality standards and governance
• Implement decision-grade measurement using attribution guardrails, incrementality and lift testing, holdouts, geo tests and standardized dashboards that highlight performance, risks and actions
• Own forecasting and scenario planning across base, upside and downside cases, with explicit assumptions and spend-to-growth sensitivity
• Improve the full customer journey from acquisition through activation, onboarding, adoption, conversion, retention and expansion
• Partner with Product and Engineering to identify and remove friction in the product experience, onboarding journey and key conversion points
• Use customer, product and behavioral data to identify opportunities, prioritize experiments and improve the quality and consistency of growth outcomes
• Partner with Product Marketing, Content, Implementation and Customer Success on messaging, education, offers, lifecycle experiences and adoption programs that improve customer value and growth
• Lead and develop a high-performing growth organization, including growth leadership, analytics, operations and channel expertise
• Retain, develop and support strong existing talent while building the capabilities required for the next phase of growth
• Govern a vendor ecosystem with clear scopes, scorecards and accountability rhythms
• Build playbooks, documentation and a culture of experimentation, learning velocity and performance ownership
• Establish scalable systems and processes that support a lean team while maintaining hands-on execution and strategic control
• Partner across ABC Trainerize and ABC FitMetrics to understand each product's growth engine, customer journey, channel mix and revenue opportunities
• Create shared approaches to measurement, experimentation, lifecycle growth and reporting while preserving the product-specific nuances of each business
• Identify opportunities to improve cross-product learning, customer expansion, channel diversification and operating consistency
• Identify, operationalize and scale AI-driven capabilities across marketing, product growth and broader business operations
• Move beyond experimentation to institutionalize AI as a structural growth lever, improving productivity, personalization, experimentation, forecasting and customer journey optimization while maintaining governance and data integrity
• Help define and build agentic workflows that can support growth operations, decision-making and experimentation
• Establish clear measures for AI impact and identify where human judgment remains essential

Requirements:

• 10+ years in product-led growth, growth marketing, product growth, digital growth or a comparable function, with experience operating at VP level and leading teams or functional owners
• Proven experience owning the full customer journey and delivering measurable outcomes across activation, onboarding, adoption, conversion, retention, expansion, add-ons, seat growth, MRR or ARR
• Strong product and growth analytics orientation, including executive dashboards, forecasting, experimentation and investment decisions informed by customer and product data
• Demonstrated success managing meaningful budgets across paid and non-paid channels, internal teams and agency partners
• Demonstrated ability to diversify beyond paid search into organic growth, content, social, influencer activity, SEO/AEO, lifecycle, CRO and emerging channels
• Proven ability to partner closely with Product and Engineering to improve product value, activation, adoption and conversion, and to influence decisions without direct authority
• Practical experience applying AI in a business or growth function, including the implementation of AI-enabled or agentic workflows that go beyond basic content generation or productivity use cases
• Experience in a mid-sized or scaled company, with the ability to operate creatively and entrepreneurially within a larger enterprise environment. B2B SaaS, consumer, direct-to-consumer, subscription or marketplace experience may be relevant
• Exceptional cross-functional leadership, communication and stakeholder management skills, with the ability to remain hands-on while building scalable systems and developing a lean, high-performing team
• Demonstrated ability to identify, implement and scale practical AI capabilities in a real business environment
• Ability to develop and execute a multi-year, global PLG and growth strategy aligned to company, product and customer objectives
• Proven capability to lead and motivate high-performing teams across regions and time zones, with cultural intelligence and an inclusive mindset
• Strong analytical and financial acumen to interpret complex customer, product and growth data, build forecasting and scenario models, and communicate outcomes to executive stakeholders with clarity
• Deep understanding of activation, onboarding, adoption, conversion, retention, expansion, growth loops, experimentation, lifecycle marketing, web/CRO, paid acquisition, organic growth, SEO/AEO, content, social and influencer channels
• Credible working with senior Product and Engineering leaders; able to understand product nuances, translate customer and behavioral insights into growth opportunities, influence prioritization and improve the product experience without relying solely on authority
• Expert at aligning Product, Engineering, Marketing, Finance, Analytics, Implementation and Customer Success around shared growth goals
• Ability to create a scalable operating cadence and govern a vendor ecosystem, including agencies, tools and contractors, with clear scopes, service expectations, performance scorecards and optimization roadmaps