Director, Subscription Acquisition

5 days ago

Park City, United States iFit Full time

iFIT's vision is to create the world's most holistic health and fitness platform, integrating all elements of health - physical fitness, mental health, nutrition and active recovery - into a seamless interactive experience. We develop proprietary software that learns and adjusts to the habits of each person as it delivers immersive content that guides them on their own individual fitness journey.

iFIT is seeking a strategic, data-driven Director, Subscription Acquisition to drive the acquisition of new subscribers by developing compelling subscription offers, optimizing placements across all touchpoints, and leading go-to-market strategies that amplify the impact of our marketing efforts. This role will play a pivotal role in increasing Average Revenue Per User (ARPU), boosting attachment rates to hardware sales, and delivering on subscriber growth goals across iFIT's Direct-to-Consumer (DTC) channels-including website, app, and call center-in both the U.S. and key international markets.

ROLE COMMITMENTS

  • Grow subscription business through DTC channels
  • Increase ARPU through subscriber loading strategies and introducing new subscriber offerings
  • Manage the overall probability of the DTC subscription channel
  • Manage the overall customer experience for new DTC subscribers.
ESSENTIAL DUTIES AND RESPONSIBILITIES
  • Go-to-Market Strategy for DTC Channels: Lead GTM strategies specifically tailored to each DTC channel (website, app, call center), aligning offer placements and marketing efforts to maximize subscription sign-ups and attachment rates.
  • Offer Development & Testing: Design and iterate on subscription offers, promotions, and bundles to appeal to diverse customer segments, continuously testing for optimal performance in acquisition and ARPU.
  • Placement Optimization: Strategize placements and messaging for subscription offerings across the entire customer journey, ensuring offers are prominent and relevant on product pages, checkout flows, in-app experiences, and call center scripts.
  • Cross-Functional Collaboration: Work in a matrix environment, partnering closely with marketing, sales, and product teams to synchronize efforts across offers, placements, and messaging that drive subscription growth and ARPU improvements.
  • Global Expansion: Tailor acquisition, offer, and placement strategies to meet the unique needs of each market, ensuring subscription growth success in the U.S. as well as all global regions.
  • Data-Driven Insights & Testing: Rigorously analyze offer performance, placement effectiveness, and channel-specific conversion rates to continually refine the approach and drive growth.
  • Customer Experience Focus: Leverage customer insights to refine and improve subscription offers, placements, and the onboarding experience, ensuring value alignment and seamless sign-up journeys
Education and Basic Qualifications
  • Bachelor's degree in Business Administration, Marketing, or related field.
  • 8+ years of product management or product marketing experience, with a focus on driving revenue and profit while reducing churn in digital subscription-based businesses.
Preferred Qualifications
  • Demonstrated examples of product launches influenced by your insights; a successful track record utilizing data driven decision making
  • Demonstrated experience writing clear Product Requirement Documents (PRD's) and Marketing Requirement Documents (MRD's) to inform product development priorities
  • Successful examples of partnering with marketing teams to build campaigns that drive successful outcomes including incremental subscribers, revenue and profits

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