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!

Knowledge Base Article

Senior Director, Membership Strategy & Engagement @ Peloton