Growth Marketing Manager

Description

The Growth Marketing Manager is a crucial, hands-on role responsible for the daily execution and optimization of Alta Climbing's marketing initiatives with a focus on impacting net member trends and driving measurable increases in Day Pass sales and member retention. This individual is accountable for managing external vendor performance and taking ownership of the member lifecycle communication to reduce churn and stabilize revenue. This role will report directly to the General Manager. 

1. Retention and Member Lifecycle Management (60% Focus)

This is the primary function to identify trends and secure long-term revenue.

• Churn Mitigation: Own the implementation of the member retention protocol, including the 0-90 day new member onboarding email series and automated communication for "at-risk" members (low attendance).
• Communication: Develop and manage all member communications (email, SMS) regarding facility updates, community events, and membership renewal incentives.
• Retention Reporting: Track and report on Monthly Churn Rate and 90-Day Retention Rate to the GM, providing actionable insights for operational improvements.

2. Digital Acquisition and Vendor Management (30% Focus)

This function ensures efficient use of the ad budget and maximizes new client acquisition.

• Vendor Accountability: Monitor and report on the performance of all SEO and Google/Social Ads, ensuring they meet pre-defined ROAS and CPL targets.
• Day Pass Funnel: Continuously optimize the website and landing pages specifically for Day Pass sales, aiming to increase the conversion rate and improve the local visibility of Google Business Profiles (GBP).
• Reporting: Manage and disseminate weekly and monthly marketing reports on CAC, Day Pass Sales Volume, and ad campaign performance.

3. Content, Community, and Partnerships (10% Focus)

This function drives the value of the Alta brand and promotes high-margin revenue streams.

• Content Strategy: Develop and oversee the social media content calendar, ensuring content reflects Alta's values (Community, Growth) and promotes the in-gym experience. 
• Revenue Promotion: Actively market and promote high-yield services, including Birthday Party, Group, and Corporate Membership programs through digital channels and local outreach.
• Local Outreach: Initiate and coordinate the execution of local partnerships (schools, businesses) to drive Day Pass traffic and increase brand awareness.

Requirements

1. Professional Experience

• Years of Experience: 2–4 years in marketing, with at least 1 year of direct people management or team lead experience.
• Industry Background: Experience in membership-based business models (e.g., boutique fitness, climbing gyms, SaaS, or subscription services) is highly preferred.
• Proven Track Record: Demonstrable experience in reducing churn and increasing Customer Lifetime Value (CLV).

2. Technical & Strategic Skills

• Retention Marketing & CRM: Proficiency with CRM software to build automated email/SMS workflows and manage member segmentation.
• Data Analysis & Reporting: Ability to look at a spreadsheet and identify why churn is happening. Must be comfortable reporting on CAC (Customer Acquisition Cost), ROAS (Return on Ad Spend), and 90-day retention rates.
• Vendor Management: Experience managing external agencies (like Harness Consulting) and holding them accountable to specific KPIs.
• Conversion Rate Optimization (CRO): Understanding of landing page design and user experience to improve Day Pass conversion rates.

3. Leadership & Soft Skills

• Team Leadership: Ability to mentor and manage 1-2 direct reports, providing clear creative direction while ensuring they meet their deadlines and stay aligned with Alta’s values.
• Communication Excellence: High-level copywriting skills for member communications and the ability to present data clearly to the General Manager.
• Project Management: Skilled at managing multiple moving parts and balancing team workload. 

4. Cultural Fit

• Brand Stewardship: A genuine passion for the climbing community and the ability to translate "Challenge & Growth" into marketing messaging.
• Integrity-Driven: A commitment to transparent communication, especially when reporting on performance metrics.