Director, Membership Retention

ABOUT THE ROLE

Peloton is looking for a Director of Membership Retention who will play a key role in reducing churn and improving member engagement. Reporting to the Senior Director, Membership Strategy & Engagement, this leadership role will focus on driving and optimizing member retention strategies, improving member satisfaction, and ensuring alignment with broader business goals. You will lead a team that focuses on implementing effective initiatives to engage members at every touchpoint, using data-driven insights to cultivate long-term loyalty and reduce churn. If you are passionate about lifecycle marketing, member engagement, and retention, and have experience implementing large-scale strategies, we encourage you to apply.

YOUR DAILY IMPACT AT PELOTON

• Create and lead data-driven, member-centric strategies to reduce hard churn, soft churn, and membership pauses. Ensure these strategies align with overarching business goals and deliver measurable results in membership retention.
• Identify and capitalize on new business opportunities, partnerships, and revenue streams that can improve member engagement, enhance member value, and reduce long-term churn.
• Partner closely with key team members in Product, PMM (Product Marketing), Analytics, FP&A, Creative, Content, and Acquisition to develop and implement integrated retention strategies. Ensure retention efforts are aligned with product features, member insights, and overall business objectives.
• Responsible for efforts to deepen understanding of member behaviors, preferences, and pain points. Use this knowledge to advise pre-churn tactics and proactively delight existing members, creating strategies to exceed member expectations and increase satisfaction.
• Lead efforts specific to member churn reduction, primarily, but not limited to:
  ○ Re-engagement of inactive members
  ○ Machine learning-based churn risk profiling
  ○ Optimization of cancellation and pause reactivation processes
  ○ Addressing payment failure and soft churn
• Own and optimize critical communication channels to engage members, including Email, SMS, Push Notifications, and HW notifications. Work closely with Creative and Content teams to ensure messaging is personalized, timely, and relevant.
• Promote a culture of experimentation within the team, always testing and optimizing retention strategies. Use data-driven insights to refine messaging, targeting, and engagement tactics across channels.
• Monitor, analyze, and report on campaign performance regularly. Utilize performance data to identify trends, opportunities, and areas of improvement.
• Develop actionable insights to continually refine and improve future campaign strategies.
• Lead and mentor a high-performing team of direct reports, providing guidance, feedback, and career development opportunities. Establish clear objectives for the team, ensure they are accountable to performance goals, and support professional growth.
• Develop, prioritize, and lead long-term retention strategies, aligning with broader company initiatives. Develop clear, actionable roadmaps that result in measurable progress in member retention.

YOU BRING TO PELOTON

• 10+ years of experience in retention marketing, lifecycle/CRM roles, or similar, with a track record of leading comprehensive campaigns across digital channels such as email, SMS, and push notifications.
• 6+ years of experience leading and mentoring teams, including managing and guiding direct reports to meet strategic objectives and improve performance.
• Familiarity with the subscription business model and deep understanding of the customer lifecycle. Extensive experience within the retention space.
• Production and implementation of direct marketing programs across digital channels - email, SMS, in-app, push notifications. Experience with a physical hardware product a plus.
• Proficient understanding of marketing automation platforms like Braze, Salesforce, Litmus, or similar tools. Proficiency in HTML and a deep understanding of best practices in email and digital design.
• Solid understanding of data analytics tools (Google Analytics, Tableau, Excel, etc.) and ability to analyze campaign performance, derive insights from data, and adapt strategies to optimize results.
• Exceptional attention to detail and a meticulous approach to measuring and improving marketing performance.
• Exceptional verbal and written communication skills with the ability to clearly present findings and recommendations to senior leadership and other key team members. 
• Effective interpersonal skills with a collaborative, team-oriented approach to working across functions.
• Experience leading and inspiring a cross-functional team in a fast-paced, dynamic environment. Demonstrated experience managing and developing a team, including mentoring junior and mid-level team members and planning for their professional growth.
• Ability to navigate and influence partners at all levels of the organization, driving alignment around shared goals.

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