Senior Director, Membership Strategy & Engagement @ Peloton

THE ROLE
Peloton is looking for a Senior Director of Membership Strategy & Engagement to drive the strategy and execution for Member engagement and churn prevention among both Connected Fitness & App Members.  This person will function as a player-coach who can comfortably toggle between the C-suite and be alongside the team executing strategies and tactics. As a Member centric organization with a thriving Member community, maximizing engagement and delivering an unparalleled Member experience are critical to Peloton’s mission, and this individual will play a key role in defining the engagement strategy, inclusive of increasing engagement with our content, churn management, increasing reactivations, loyalty, advocacy and CRM - including management of the engagement lifecycle team.

CORE RESPONSIBILITIES

• Drive engagement and churn prevention through Member communications, content marketing, programming and events

• Map the Member journey ensuring the best possible Member experience is delivered across all touchpoints

• Lead strategy & execution of a Peloton loyalty program 

• Partner with the Growth and Consumer Marketing teams to develop Member pricing tier recommendations and value proposition

• Own Member lifecycle communications from delivery through to onboarding, including management of a team of lifecycle experts

• Partner with our Emerging Business team to ensure the needs of the Peloton For Business function are being met

• Drive cross-sell and up-sell campaigns to existing Members

• Execute winback campaigns to increase overall subscription 

• Own Member lifecycle strategy and comms for Apparel and Lululemon

• Own Community days/dinners to drive WOM flywheel & solicit feedback from top users

• Utilize Member data to understand engagement & churn drivers and put solutions in place to deliver improved metrics

• Manage VIP communications to ensure VIP Members are getting best in class service 

• Working with finance to understand drivers of Subscription Gross Margin and opportunities for improvement

• Oversee and drive development of team members 

QUALIFICATIONS

• We are seeking an expert in the space of existing customer engagement with a minimum of 10 years in Marketing, CRM, and with experience in developing loyalty programs a plus

• Minimum of 7 years experience in a leadership role with 3+ direct reports

• Must able to understand data and leverage it to design smart consumer facing communications

• Deep understanding of product analytics and ability to analyze complex data sets

• Knowledge of, and comfort level with, reporting suites such as Looker, Amplitude, Google Analytics, etc.required

• Excellent written and verbal communication skills

• Ability to craft high quality presentations
  
  

• Experience with products that have an international footprint a plus

Reach out to me if you know of someone!