At VASA Fitness, we're more than a gym--we're a community built on unity, passion, love, integrity, fun, and trust. We create UPLIFTing experiences for everyone through inclusive, accessible, and on-trend fitness. VASA is a place where lives are changed through authentic connections, growth, and support--for both members and team members.
We're looking for a Senior Manager, Lifecycle Marketing who thrives in a fast-moving environment, thinks strategically, and enjoys building scalable marketing programs that drive real business impact.
This role helps shape how we connect with members throughout every stage of their journey--from first interaction to long-term loyalty. You'll partner across teams to build personalized, data-informed marketing programs that improve engagement, retention, and member experience.
HOW YOU WILL CHANGE LIVES
As the Senior Manager, Lifecycle Marketing, you'll lead the strategy and execution behind how VASA communicates with prospects, members, and former members across email, SMS, push, and in-app messaging.
You'll build and optimize lifecycle programs that strengthen member engagement, improve retention, and increase lifetime value--while helping create experiences that feel personalized, relevant, and connected across every touchpoint.
This role requires both strategic thinking and hands-on execution. From developing customer journeys and testing new engagement strategies to partnering with Analytics, Product, Brand, and Operations teams, you'll play a critical role in helping VASA scale its marketing capabilities and deepen relationships with members as we continue to grow.
WHAT'S IN IT FOR YOU?
When you join VASA, you'll find more than a job--you'll find a place to belong. Our leaders believe in our mission, have high standards, and give energy to others every day.
- Wellness is a priority! All employees receive two complimentary gym memberships--one for you and one to share
- All employees are eligible to participate in 401(k) options and the Employee Assistance Program -- FREE therapy, financial advising, legal advice, and more
- Salaried Employees: Flexible Vacation Plan, Paid Holidays, Paid Parental Leave, and Health, Dental, Vision Benefits
- Opportunities for career growth within a rapidly expanding company
- Casual office environment (yes, hoodies are welcome)
COMPENSATION DETAILS
- $120,000--$130,000 base salary
- 10% annual bonus potential
KEY RESPONSIBILITIES & COMPETENCIES
Lifecycle Marketing Strategy & Execution
- Support the development and execution of lifecycle marketing strategies across prospects, onboarding, engagement, retention, winback, and referral programs
- Partner cross-functionally to identify opportunities to improve the member experience across lifecycle touchpoints
- Assist in developing cohort-based lifecycle programs designed to increase engagement and reduce churn
- Identify opportunities to enhance customer journeys through personalization, automation, and behavioral insights
- Help build customer journeys that convert interest into membership and re-engage former members at key moments
Growth & Retention Optimization
- Execute lifecycle campaigns and initiatives that support acquisition, engagement, retention, and loyalty goals
- Help establish scalable processes and best practices across CRM campaigns, journey development, experimentation, and reporting
- Monitor and analyze lifecycle performance metrics including engagement, retention, churn, and conversion
- Partner with Marketing Analytics to evaluate campaign effectiveness and identify optimization opportunities
- Support go-to-market execution for new clubs, product launches, and member initiatives
- Automation, Personalization & Segmentation
- Build and optimize automated lifecycle journeys across email, SMS, push, and in-app messaging
- Develop audience segmentation strategies based on behavior, engagement, lifecycle stage, and intent signals
- Execute testing and optimization plans to improve conversion, activation, engagement, and retention
- Collaborate with internal teams to improve personalization and relevance across CRM communications
CRM & Channel Operations
- Manage lifecycle messaging across owned channels, ensuring communications are timely, accurate, and aligned to brand standards
- Help maintain the CRM calendar, balancing promotional campaigns, evergreen messaging, retention initiatives, and product communications
- Partner with Operations and Product teams to ensure digital communications reinforce the in-club experience
- Support channel governance including deliverability, frequency management, data hygiene, and compliance
- Stay current on CRM and lifecycle marketing trends, tools, and best practices
Data & Technology Collaboration
- Partner with Marketing Technology, Product, and Data teams to improve CRM platform capabilities and automation
- Support business requirements for integrations, audience segmentation, tracking, and triggered communications
- Assist in evaluating lifecycle marketing tools, vendors, and platform enhancements
- Help identify opportunities to improve operational efficiency and scalability within the CRM ecosystem
- Measurement & Insights
- Track and report on lifecycle campaign performance and key business metrics
- Analyze customer behavior and campaign results to generate actionable insights and recommendations
- Partner with Analytics and Data Science teams to support lifecycle reporting and modeling initiatives
Cross-Functional Collaboration
- Partner closely with Brand, Paid Media, Operations, Product, Member Services, and Analytics teams to deliver cohesive member experiences
- Translate business priorities into actionable lifecycle campaigns and communication plans
- Collaborate across departments to ensure lifecycle messaging supports both digital and in-club experiences
- Contribute ideas and recommendations that improve retention and member engagement
- Team Leadership
- Mentor and support junior team members and cross-functional partners as needed
- Foster strong organization, prioritization, and execution across projects and campaigns
- Operate as both a strategic contributor and hands-on executor
- Contribute to the ongoing growth and evolution of VASA's CRM and lifecycle marketing capabilities
Experience
- Bachelor's degree in Marketing, Business, Communications, or related field; equivalent experience considered
- 7+ years of experience in lifecycle marketing, CRM, retention marketing, growth marketing, or related disciplines
- 3+ years of experience leading lifecycle marketing strategy, customer journey development, and cross-channel CRM programs
- Proven experience developing and executing lifecycle marketing initiatives that drive engagement, retention, conversion, and customer lifetime value
- Experience managing lifecycle campaigns across email, SMS, push notifications, and in-app messaging channels
- Hands-on experience with CRM and marketing automation platforms such as Braze, Iterable, Salesforce Marketing Cloud, HubSpot, or similar technologies
- Experience partnering cross-functionally with Product, Analytics, Technology, Operations, and Brand teams to deliver integrated customer experiences
- Experience with A/B testing, experimentation frameworks, and optimization methodologies preferred
- Familiarity with customer data platforms (CDPs), customer data architecture, and lifecycle measurement frameworks preferred
- Fitness, subscription, membership, retail, or consumer services industry experience preferred
Skills & Competencies
- Strong understanding of customer segmentation, personalization strategies, marketing automation, and behavioral targeting
- Strong analytical skills with experience interpreting campaign performance, customer behavior, retention metrics, and lifecycle KPIs
- Ability to develop data-informed lifecycle strategies that improve engagement, retention, and member lifetime value
- Strong project management and organizational skills with the ability to manage multiple priorities and complex initiatives
- Excellent communication and stakeholder management skills with the ability to influence cross-functional teams
- Ability to balance strategic thinking with hands-on execution in a fast-paced environment
- Strong attention to detail and commitment to delivering high-quality, accurate communications
- Collaborative mindset with the ability to build strong partnerships across departments
- Continuous improvement mindset with a focus on testing, optimization, scalability, and operational efficiency
We are proud to be a Great Place to Work® certified company.
Apply today and start changing lives--including your own--while helping shape the future of member engagement at VASA.
7100 E Belleview Ave Suite 303, CO Corporate Office, Colorado 80111
Pay Range$120,000-$130,000 base + 10% annual bonus potential
Skills Required
- Bachelor's degree in Marketing, Business, Communications, or related field (or equivalent experience)
- 7+ years of experience in lifecycle marketing, CRM, retention marketing, growth marketing, or related disciplines
- 3+ years of experience leading lifecycle marketing strategy, customer journey development, and cross-channel CRM programs
- Proven experience developing and executing lifecycle marketing initiatives that drive engagement, retention, conversion, and customer lifetime value
- Experience managing lifecycle campaigns across email, SMS, push notifications, and in-app messaging channels
- Hands-on experience with CRM and marketing automation platforms such as Braze, Iterable, Salesforce Marketing Cloud, HubSpot, or similar technologies
- Experience partnering cross-functionally with Product, Analytics, Technology, Operations, and Brand teams to deliver integrated customer experiences
- Experience with A/B testing, experimentation frameworks, and optimization methodologies
- Familiarity with customer data platforms (CDPs), customer data architecture, and lifecycle measurement frameworks
- Fitness, subscription, membership, retail, or consumer services industry experience
- Strong understanding of customer segmentation, personalization strategies, marketing automation, and behavioral targeting
- Strong analytical skills with experience interpreting campaign performance, customer behavior, retention metrics, and lifecycle KPIs
- Ability to develop data-informed lifecycle strategies that improve engagement, retention, and member lifetime value
- Strong project management and organizational skills with ability to manage multiple priorities and complex initiatives
- Excellent communication and stakeholder management skills with ability to influence cross-functional teams
- Ability to balance strategic thinking with hands-on execution in a fast-paced environment
- Strong attention to detail and commitment to delivering high-quality, accurate communications
- Collaborative mindset with ability to build strong partnerships across departments
- Continuous improvement mindset with focus on testing, optimization, scalability, and operational efficiency
What We Do
VASA Fitness is a high-value, low-price operator of fitness clubs and one of the largest in the U.S. Dedicated to helping people get healthy, feel strong, and be happy, VASA provides inclusive, affordable fitness options through a community-driven approach. They offer premium amenities and boutique-style classes, aiming to uplift others and help individuals achieve their best selves across numerous locations.
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