VP, Growth Marketing

Join ABC Fitness and become part of a culture that’s as ambitious as it is authentic. Let’s transform the future of fitness—together!
Our Values
Best Life
We believe great work begins with great people. That’s why our culture is built on respect, trust, and belonging. We create an inclusive environment where every team member can bring their authentic self to work—because diverse perspectives drive innovation and meaningful impact.
Growth Mindset
We are doers, thinkers, and dreamers. At ABC Fitness, your growth is our investment. Through continuous learning, mentorship, and professional development opportunities, we empower you to reach new heights—personally and professionally.
One Team
From day one, you’ll be part of a team that collaborates, celebrates, and cares. We move fast, support one another, and have fun along the way. Because when you thrive, we all thrive.
What you'll own
1) MRR, growth and forecast accountability
Own new MRR, expansion and growth targets across ABC Trainerize and ABC FitMetrics; establish clear goals, pacing and priorities with executive, Product, Finance and Marketing stakeholders.
Establish a consistent global cadence for performance review, experimentation and corrective action; ensure teams are aligned around shared definitions and measurable outcomes.
Align customer segmentation, growth opportunities and product-led plays with Product, Marketing and Customer Success.
Balance short-term performance with sustainable improvements in activation, adoption, conversion, retention and expansion.
2) Growth strategy across channels (execution via team + agency)
Paid acquisition (SEM + Paid Social + Programmatic) — governance & outcomes: Set strategy, channel roles, investment thesis and guardrails across products and regions; lead agency selection and management; and drive budget pacing and reallocation based on performance, marginal returns and incrementality.
Web + conversion rate optimization (CRO): Own the digital funnel from discovery through activation and conversion; build a CRO program with a clear hypothesis backlog, experimentation velocity and analytics hygiene, driving measurable improvements in CVR, CAC, activation, conversion and MRR.
Lifecycle and marketing automation: Scale lifecycle programs that improve onboarding, activation, adoption, conversion, retention and expansion; define segmentation and personalization standards; and partner with Product, Implementation and Customer Success to turn product and customer signals into meaningful growth opportunities.
SEO + AEO (LLM visibility) + content-led growth: Scale technical SEO, answer engine optimization and intent-led content performance in partnership with Marketing and content teams; build durable organic growth through comparisons, FAQs, schema, buyer-intent answers and other high-value content.
Social, influencer and digital distribution: Build a stronger social, influencer, affiliate, partner and community growth motion where appropriate, with clear objectives, learning agendas and quality standards.
Growth loops and emerging channels: Identify underdeveloped acquisition channels, growth loops and new revenue opportunities; test, learn and scale the channels that create sustainable customer and product growth.
3) Executive-level performance management, reporting and analytics (core)
Create and own the PLG Operating System: weekly business reviews, monthly performance reviews and quarterly planning with executive, Product, Engineering and Marketing leadership.
Build executive-ready reporting tying investment to outcomes: new MRR, expansion, activation, adoption, conversion, retention, CAC/payback, channel mix and forecast versus plan by product and channel.
Partner with Finance and Analytics to establish a single source of truth across product, CRM and marketing platforms, including shared definitions, data quality standards and governance.
Implement decision-grade measurement using attribution guardrails, incrementality and lift testing, holdouts, geo tests and standardized dashboards that highlight performance, risks and actions.
Own forecasting and scenario planning across base, upside and downside cases, with explicit assumptions and spend-to-growth sensitivity.
4) Full-funnel customer journey, conversion and cross-functional alignment
Improve the full customer journey from acquisition through activation, onboarding, adoption, conversion, retention and expansion.
Partner with Product and Engineering to identify and remove friction in the product experience, onboarding journey and key conversion points.
Use customer, product and behavioral data to identify opportunities, prioritize experiments and improve the quality and consistency of growth outcomes.
Partner with Product Marketing, Content, Implementation and Customer Success on messaging, education, offers, lifecycle experiences and adoption programs that improve customer value and growth.
5) Team, vendor ecosystem and operating excellence
Lead and develop a high-performing growth organization, including growth leadership, analytics, operations and channel expertise.
Retain, develop and support strong existing talent while building the capabilities required for the next phase of growth.
Govern a vendor ecosystem with clear scopes, scorecards and accountability rhythms.
Build playbooks, documentation and a culture of experimentation, learning velocity and performance ownership.
Establish scalable systems and processes that support a lean team while maintaining hands-on execution and strategic control.
6) Portfolio growth across Trainerize and Fit Metrics
Partner across ABC Trainerize and ABC FitMetrics to understand each product's growth engine, customer journey, channel mix and revenue opportunities.
Create shared approaches to measurement, experimentation, lifecycle growth and reporting while preserving the product-specific nuances of each business.
Identify opportunities to improve cross-product learning, customer expansion, channel diversification and operating consistency.
7) Innovation and AI-Enabled Growth Leadership
Identify, operationalize and scale AI-driven capabilities across marketing, product growth and broader business operations.
Move beyond experimentation to institutionalize AI as a structural growth lever, improving productivity, personalization, experimentation, forecasting and customer journey optimization while maintaining governance and data integrity.
Help define and build agentic workflows that can support growth operations, decision-making and experimentation.
Establish clear measures for AI impact and identify where human judgment remains essential.
Competencies
AI-Enabled and Agentic Growth: Demonstrated ability to identify, implement and scale practical AI capabilities in a real business environment. Understands how to use AI to improve experimentation, personalization, conversion, forecasting, customer journeys and operating efficiency while maintaining appropriate governance and human oversight.
Strategic Vision and Growth Planning: Ability to develop and execute a multi-year, global PLG and growth strategy aligned to company, product and customer objectives. Leverages market, competitive, customer and product insights to identify growth opportunities, anticipate shifts in user behavi