Growth Marketing Director

Description/Responsibilities

Our Growth Marketing Director is responsible for driving member subscription revenue through a full-funnel, data-driven marketing strategy that increases customer acquisition, conversion, engagement, retention, and lifetime value. This leader owns growth performance across digital channels, lifecycle marketing, partnerships, referral programs, and conversion optimization initiatives.

Working cross-functionally with Sales, Client Success, Growth Operations, Product, Analytics, and Operations teams, this leader will develop and execute growth strategies that accelerate member subscriptions while improving return on marketing investment.

This role combines marketing strategy with hands-on execution and requires a proven record growing subscription businesses in fitness, wellness, healthcare, consumer services or membership-based organizations.

Key Responsibilities:

Drive Subscription Growth

• Own membership acquisition, subscription revenue, and engagement growth targets.
• Develop annual and quarterly growth plans aligned to revenue objectives.
• Identify new growth opportunities that integrate client, member and company interests.
• Collaborate with growth and business operations and finance as well as client relations and sales teams to support pipeline development and subscription growth initiatives.
• Work closely with Finance to build subscription and revenue targets, track performance against budget, and adjust growth strategies as needed.

Member Engagement & Demand Generation

• Lead omnichannel acquisition programs that connect with members in alignment with respective client frameworks.
• Build audience segmentation strategies that improve targeting and conversion performance.
• Manage acquisition budgets and optimize spend across channels to maximize ROAS and LTV:CAC ratios.
• Develop testing roadmaps to improve engagement generation, enrollment, and subscription conversion.
• Collaborate with Client Relations to shape client-ready campaigns that secure client support, align with account priorities, and drive member engagement.

Conversion Rate Optimization

• Partner with product leads for website/ landing page performance and A/B and multivariate testing programs.
• Improve conversion across enrollment journeys, wellness experiences, and subscription paths.
• Partner with Product and UX teams to eliminate friction throughout the member journey.

Lifecycle Marketing & Retention

• Lead CRM strategy including email, SMS, mobile, and in-app engagement programs.
• Develop onboarding, activation, upsell, renewal, and win-back campaigns.
• Increase member retention, engagement, and lifetime value.
• Reduce churn through behavioral analysis and personalized communications.

Analytics & Performance Management

• Partner with Marketing Analytics team to establish KPIs and reporting frameworks for member engagement, subscription conversion, retention, revenue, and profitability.
• Manage marketing funnel performance and customer behavior trends.
• Use predictive and member analytics to guide investment decisions and growth strategies.
• Create executive-facing presentations and documents that clearly summarize growth strategy, performance results, insights, and recommended actions.

Team Leadership

• Be a high-performing growth marketing expert in our member marketing and engagement organization.
• Foster a culture of creativity, accountability, and continuous improvement.
• Strengthen cross-functional partnerships and contribute to a collaborative, high-performing team environment.

Qualifications

Required Qualifications

• 8+ years of growth marketing, performance marketing, demand generation, or subscription marketing experience.
• Proven success scaling subscription, membership, fitness, wellness, SaaS, healthcare, or related engagement outcomes.
• Strong expertise in paid media, lifecycle marketing, CRM, conversion optimization, and analytics.
• Demonstrated success achieving aggressive acquisition and revenue goals.
• Deep understanding of attribution, customer journeys, marketing automation platforms, and experimentation methodologies.

Preferred Qualifications

• Bachelor's degree in Marketing, Business, Analytics, Communications, or equivalent experience.
• Experience in fitness, health club, wellness, Medicare, employer health, or consumer subscription businesses.
• Experience marketing gym memberships, digital fitness products, wellness benefits, or healthcare services.
• Familiarity with Salesforce Marketing Cloud, Google Analytics, Looker, Tableau, Meta Ads, Google Ads, and CRM systems.
• Experience managing partnerships, referral channels, and membership marketing programs.

Key Performance Indicators (KPIs)

• New gym memberships sold
• Paid subscription revenue vs budget
• Customer acquisition cost (CAC)
• Return on ad spend (ROAS)
• LTV:CAC ratio
• Lead-to-member conversion rate
• Trial-to-paid conversion rate
• Renewal and retention rates/budget
• Churn reduction
• Marketing-sourced revenue
• Pipeline contribution
• Digital engagement and lifecycle program performance

The salary range for this opportunity is $114,800 to $160,700. Compensation depends on several factors: qualifications, skills, competencies, and experience.

Tivity Health offers a robust benefits package, which includes a competitive salary, company bonus potential, medical, dental, vision, 401k with match, generous paid time off, free gym membership to over 13,000 fitness locations in the US, and other great benefits.

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About Tivity Health® Inc. Tivity Health, Inc. is a leading provider of healthy life-changing solutions, including SilverSneakers®, ForeverFit®, and WholeHealth Living®. We help adults improve their health and support them on life's journey by providing access to in-person and virtual physical activity, social and mental enrichment programs, as well as a full suite of physical medicine and integrative health services. Our suite of services support health plans, employers, health systems and providers nationwide as they seek to reduce costs and improve health outcomes. Learn more at TivityHealth. 

Tivity Health is an equal employment opportunity employer and is committed to a proactive program of diversity development.  Tivity Health will continue to recruit, hire, train, and promote into all job levels without regard to race, religion, gender, marital status, familial status, national origin, age, mental or physical disability, sexual orientation, gender identity, source of income, or veteran status.