Director of Product Growth & Digital Marketing

Job description

**Salary Range:**$150-175k + Equity Eligibility **Benefits:** FREE employee-only medical coverage, a 4% employer 401(k) match, and FREE short-term disability. Other incredible benefits [HERE.](https://www.lulafit.com/careers) **Location:** Remote in the continental US, with 25% nationwide travel **Reports to:** SVP, Strategy **Who You Are**We are looking for a highly analytical Growth Leader who bridges the gap between digital performance marketing and product-led growth. You feel completely at home digging into web and app analytics, running A/B tests, and working directly with software engineers to shape product features. If you have a proven track record of using behavioral marketing to build digital funnels that drive physical foot traffic and real-world revenue, we’re looking for you. **Your Mission** Transform Playbook’s digital platform into a high-converting revenue engine that drives real-world, in-person utilization across two distinct audiences. You will own the digital-to-physical conversion path, architecting pre-login acquisition funnels to capture external demand, while simultaneously partnering with our Product team to build in-app mechanics that engage and monetize our audiences. You will also architect the centralized creative workflows, automation, and AI pipelines that allow these marketing engines to be spun up instantly at new properties with minimal operational lift. **The Two Audiences You Will Own:** 1. **The Public:** External consumers and corporate groups. You need to capture their intent before they ever log in or download an app. You will use SEO, paid ads, and high-converting web infrastructure to drive discovery and direct bookings for our physical spaces (boardrooms, event halls, outdoor spaces) and public programming (ticketed events). 2. **Tenants:** The employee population working for the companies inside our buildings. You will determine the mix of physical, experiential, and digital channels needed to capture their attention and drive initial registration. Because every building is different, you must ensure these acquisition strategies are highly targeted to fit the unique demographics, psychographics, and corporate cultures of the companies inside it. Once registered, you will define the in-app product mechanics, UI/UX booking flows, and automated lifecycle campaigns necessary to influence their daily behavior and turn this ecosystem into active users of our amenities, fitness centers, bookable spaces, and daily services. ### Outcomes You’ll Deliver: - **Build the Analytics Infrastructure:** You will define the event schema, set up the tracking architecture, and establish exactly what metrics need to be measured to understand and influence user behavior. - **Optimize Digital Funnels:** Map exactly where we are losing users across all service lines and build an immediate testing roadmap to fix conversion drop-offs. - **Capture the Captive Audience:** Figure out how to get building tenants registered. You will design offline-to-online acquisition loops tailored to the specific demographic and psychographic makeup of a building's companies. - **Drive In-App Monetization:** Design automated, behavioral lifecycle campaigns (email, push, retargeting) that get users to sign up for memberships and book spaces, services, and events, leveraging predictive analytics to identify and retain users. - **Guide the Product Roadmap:** Work closely with engineers to build features that drive utilization. This includes developing logged-out discovery paths, smart recommendations, frictionless checkout flows, and seamless upsells. - **Architect Public Acquisition:** Launch targeted paid campaigns and build un-gated landing pages. Capture external web traffic and convert it into qualified leads, physical space tours, and direct bookings. - **Command Visual Excellence & Content Workflows:** Ensure our websites and digital platforms maintain a premium aesthetic everywhere. You will build scalable systems to capture and generate high-quality content. - **Scale AI & Automation Pipelines:** Build a centralized stack integrating LLMs and our native CRM features to dynamically generate localized copy, retargeting sequences, and creative assets, ensuring properties operate at peak marketing quality without burdening the local teams. - **Establish Multi-Touch Attribution:** Connect digital campaign performance and on-platform user behavior directly to physical space utilization and top-line property revenue. ### What You’ll Need: - **6+ Years in Consumer Marketplace, Hospitality Tech, or O2O Growth:** You have successfully scaled digital platforms that drive physical foot traffic, real-world space bookings, ticketing, or local service utilization. *Note: This role is focused entirely on using digital funnels to drive in-person, real-world actions. Traditional B2B SaaS, physical e-commerce, or pure event marketing backgrounds are not a fit.* - **Deep Product & Analytics Fluency:** Advanced mastery of web and app analytics tools. You have hands-on experience setting up event tracking, defining requirements for engineers, and running systematic A/B tests. - **Pre-Login & Acquisition Experience:** Direct experience building top-of-funnel discovery channels like SEO, paid media, and landing pages. You know how to capture user intent and drive action without forcing an initial app download. ### Key Competencies: - **Omnichannel Acquisition Skills:** You know how to use physical and experiential touchpoints as measurable acquisition channels to drive digital registration. - **AI & Stack Automation:** You know how to build AI tools and automation directly into a marketing stack to scale campaigns without needing a massive team. - **Creative Workflow Management:** You know what a premium digital experience looks like, and you know how to scale it. You can manage visual standards across a nationwide portfolio and build seamless workflows to generate content at scale. - **Strategic Solo Operator:** You thrive as a one-person shop. You will not have a department of direct reports; instead, you will rely on a network of cross-functional collaborators, freelancers, and AI tools to execute. You have the ability to operate as a nimble team of one, capable of configuring tracking, wireframing a UI flow, interpreting raw event data, and presenting clear insights to executive leadership. - **The In-Person Conversion Strategist:** You deeply understand the psychological friction of getting a consumer to show up in person. You know how to use behavioral nudges, digital urgency, localized targeting, and frictionless UX to influence real-world actions. - **Data-Obsessed Optimizer:** You instinctively look at behavioral analytics before making decisions. You rely on quantitative data and psychographic insights rather than assumptions to guide product roadmap requests and marketing investments. - **AI-First System Scaler:** You refuse to rely on manual, one-off campaigns. You view AI, automation, and structured creative workflows as the foundational architecture required to rapidly deploy repeatable marketing across a nationwide portfolio.