About the Candidate
Lucra is hiring a VP of Growth Marketing to lead its marketing team and help to lead the strategic vision as the company looks to build a category-defining product and scale into new verticals. At its core, Lucra powers gamified experiences for consumer brands and entertainment venues, bringing competition to where people live, play, and watch. The company is looking for a seasoned expert to help the company effectively go to market with its B2B partners and deliver value for its clients and their customers. The company is partnered with some of the biggest brands in hospitality, entertainment, mobile gaming, fitness, and golf, and is looking for someone who deeply understands those audiences, how they like to play, watch, and compete, and how its product can create digital competitions that enhance guest experiences. This individual has demonstrated success launching social products into physical environments and digital ecosystems, reaching customers with effective marketing and product marketing campaigns, and consistently surpassing client expectations. The candidate in this role will report directly to the company’s COO, Michael Madding.
Requirements
● 8+ years of marketing leadership experience, with 3+ years in a C-suite or Head of Position role
● Proven experience launching great consumer experiences or B2B software—mobile-first, real-time, social, or gaming platforms
● Strong omnichannel understanding—you can hold your own in architecture, scalability, and data discussions
● Experience working with D2C and B2B(2C) products
● Experience working in end to end sales cycles and go to market launches
● Deep fluency in user data, behavioral analytics, and A/B testing different strategies
● Eye for design—you know what great product/marketing looks like because you've ideated it and deployed it before
● Exceptional communication skills—you can rally a room and inspire execution
Responsibilities
● Partner Go-To-Market (GTM) & Launch Operations: Build and run end-to-end GTM playbooks with B2B partners (hospitality, entertainment, fitness, golf) so physical venues and apps go live fast and stay live. Own enablement, co-marketing, on-prem assets, and digital activation funnels from pre-launch → launch → scale.
● Full-Funnel Growth: Physical ↔ Digital: Architect acquisition and activation across on-site signage, kiosks, QR handoffs, staff prompts, and owned/app channels. Optimize the funnel from awareness to contest creation/join to repeat play. Ruthlessly instrument KPIs (contest conversion, retention, ARPU, CAC/LTV) and drive compounding improvements.
● Lifecycle, Incentives & Progression: Design engagement loops, progression systems, loyalty hooks, and incentives that translate venue moments into ongoing digital competitions. Own CRM/lifecycle (push, SMS, email, in-app), referral, and milestone mechanics that feel native to each partner brand.
● Product Marketing & Narrative: Define positioning, messaging, and proof for Lucra’s SDK/API + kiosk experiences. Turn live programs into sharp case studies and ROI stories for sales, renewals, and fundraising. Equip partner GMs and marketers with plug-and-play assets that ship in days, not weeks.
● Experimentation & UXR at Speed: Stand up an always-on test bench with rigorous A/B testing, in-venue pilots, and lightweight UXR. Test relentlessly, learn fast, scale what works, kill what doesn’t.
● Analytics, Attribution & Revenue Ops: Implement clean attribution across kiosks, QR, staff prompts, and digital touchpoints. Build partner dashboards and weekly growth reviews. Tie every program to revenue, not vanity metrics.
● Cross-Functional Leadership: Partner with Product, Engineering, Sales, and CS to ensure the growth roadmap is built, instrumented, and shipped. Translate market signal into product requirements and launch calendars.
● Team Building & Vendor Bench: Hire and lead a high-performing growth org (lifecycle, paid, partner marketing, PMM, design/copy) and curate best-in-class vendors for media, creative automation, and in-venue activations.
● Executive & Board-Level Communication: Represent growth strategy and outcomes to the exec team and board. Tell a crisp story with value creation data and a defensible roadmap.
Our Ideal Candidate
● 0→1→N Builder with Taste: You’ve launched physical-meets-digital products and scaled them. You ship MVPs with polish, not prototypes with promises.
● Fluent in Game-Mechanic Growth: You understand competition psychology, streaks, challenges, rewards, and social proof—and you know how to make them drive revenue rather than just engagement.
● Consumer & Operator Empathy: You can read guests in a venue, managers running a shift, and mobile users in a feed. You synthesize signals into programs that feel inevitable.
● Strategic, But Metric-Native: You tell a big story, then pin it to KPIs that matter: contest conversion, retention, ARPU, CAC payback, NRR. You automate the reporting so the team manages by facts.
● Decisive, Fast, and Iterative: You move with speed on imperfect data, instrument learning, and course-correct without ego. You bias to action while maintaining brand quality.
● Team Builder & Multiplier: You attract A-players, set crisp standards, and create leverage with systems, playbooks, and vendors—so every month looks compounding, not linear.
Top Skills
What We Do
Lucra is the leading technology provider of gamification services. Our B2B technology facilitates cash, e-commerce, or cashless contests within consumer platforms. Lucra's white-label Software Development Kit (SDK) provides partners with a comprehensive, turnkey solution to embed gamification technology directly into their platforms. This innovation offers features previously unavailable to enterprise Partners, including natively integrated real-money, free-to-play, and peer-to-peer contests within their platforms.
