We’re looking for a Marketing Specialist with a proven track record of growing engagement within an existing member base, retaining active users over an extended period of time, and promoting services for those members to take advantage of.

What You'll Do

The Marketing Specialist, Member Engagement is responsible for developing and managing all aspects of lulafit’s B2C marketing strategy. With a focus on creating, implementing, tracking, and optimizing lulafit’s digital and traditional marketing campaigns across various marketing channels.

How You'll Do It

• Implement innovative marketing strategies and tactics within expected deadlines and budgets that target lulafit’s B2C audience segments to drive engagement and private services revenue (at a yearly and quarterly level)
• Improve onboarding, retention, and activation of lulafit members through various channels including email marketing, push notifications, and content marketing
• Become the expert in lulafit’s member segments - define them, understand them, and build campaigns that target segments at the right time in their lifecycle, on the right channels, and with the right messaging
• Develop, test, and optimize email campaigns and templates to maximize click-through rates and platform engagement
• Quantify impact and refine marketing strategy with A/B tests and experiments
• Perform ongoing audits of existing projects to ensure consistent messaging, adhering to brand guidelines, and product/service accuracy
• Develop and maintain “SOP” and “Marketing Best Practices”
• Project manage all B2C marketing collateral by gathering and creating content, copy editing, working with design, and disseminating the information through various channels including email marketing, in-app notifications, print materials, website and any other channels you identify for particular member segments
• Work cross-functionality with lulafit's design, account management, sales, programming and technology teams to define, create, and adjust marketing material and campaigns as needed
• Provide support to on-site teams and Account Managers in promoting lulafit’s product and service to members by holding monthly meetings to share upcoming initiatives and discuss areas for improvement and by providing teams with campaigns, copy, and images to leverage for their accounts

What We Expect of You

Member Retention and Engagement (APP Members)

• Increase daily active members of the lulafit platform and reduce churn of members
• Increase long-term engagement of members on the platform
• Track key data points in the lulafit platform and develop marketing initiatives surrounding data trends. Data points include, but are not limited to: live activity attendance, on-demand activity attendance, daily active members on the platform, duration of time spent on the platform, types of content being engaged, churn of members, social fitnessing bookings, drop-off rate of members.  
• Leverage NPS surveys and additional surveys to gauge the level of engagement and loyalty with our members

Member Retention and Engagement (On-site Members)

• Increase on-site memberships Increase on-site and virtual private services (i.e., personal training)
• Re-launch and increase semi-private on-site group training
• Increase on-site and virtual group fitness class participants Track key data points surrounding our onsite amenity services and member engagement with these services 
• Ensure marketing material is being delivered to our clients, tracking sharing structure within Box.com 
• Ensure marketing material is valuable (utilize trackable QR codes on all marketing material and ensure emails use trackable links to track acquisition to content leveraged in emails) 
• Leverage NPS surveys and additional surveys to gauge the level of engagement and loyalty with our members
• Support Account Managers with marketing plan surrounding new class launches and/or events taking place on-site  
• Meet bi-weekly with Account Management team to discuss the status of current marketing initiatives, upcoming marketing initiatives, and any pain points they’re currently experiencing
• Provide account managers with data surrounding site locations as it relates to marketing initiatives (Data points include, but not limited to: QR code downloads (from posters and flyers), engagement with email campaigns (open rates, bounces) by site location, user survey data points

Key Competencies 

• Creative Thinking: Offers fresh and sometimes unorthodox perspectives to tasks at hand. Aims to solve problems or catch the eye of the customer in a different, nontraditional way. 
• Accountable: Sets personal goals that are challenging, but achievable. Strives for excellence. Willing to work hard as necessary to get things done. Hold yourself accountable for hitting and exceeding targets. When targets deviate, you execute corrective measures.  
• Optimistic: Expects to succeed. Remains resilience in the face of difficulties.  
• Analytical: Researchers and interprets a subject (meaning cultivated an in-depth understanding of the subject and is able to speak to it with some level of expertise) in order to develop complex ideas and solutions. Applies analytical thinking in just about every situation, such as developing or improving marketing initiatives, processes, and client needs. 
• Problem Solver: Works to determine the problem, identifies, prioritizes, and selects alternative solutions to resolve the problem at hand. Self-assured in the solutions recommended. 
• Team-player: Actively contributes to the LulaFit team in order to complete tasks, meet goals or manage projects. Actively listens to coworkers, respects coworkers’ ideas, and improves the product or process at hand. 
• Organized: Detail oriented. Checks thoroughly to avoid mistakes. Tracks the status of projects. Process and task-oriented. Follows-up when needed. 
• Excellent Communicator: Conveys information to others in a simple and unambiguous way. Distributes messages clearly and concisely, in a way that connects with your audience. 

Desired Skills and Experience

• Must have 3-5 years of engagement marketing experience
• Bachelor’s degree in marketing, communications, or related field desired
• Demonstrable experience leading, managing, and optimizing marketing database (preferably ActiveCampaign) and campaigns through the database (including automated/triggered campaigns)
• Metrics-driven and results-oriented with demonstrated analytical skills; able to not only report data but also analyze and make recommendations for adjustments
• Demonstrable experience creating and executing social media strategy/content calendars 
• Comfortable designing marketing material via template system (we use LucidPress, it is similar to Canva)
• Thrive in a dynamic, fast-paced, collaborative environment