Requirements
- Excellent data skills, thoughtful testing plans, and a sharp understanding of the value proposition of our free and paid offer will be core ingredients to success in this role
- 8+ years of growth or performance marketing experience, with a meaningful portion focused on subscription acquisition for a media brand
- Demonstrated expertise in audience segmentation, propensity modeling concepts, and data‑driven campaign targeting — you are comfortable reading dashboards, writing briefs for analysts, and pressure‑testing model outputs
- Proven ability to operate in a complex, multi‑brand environment and align diverse stakeholders around a shared acquisition strategy
- Experience with subscription management platforms (Piano, Stripe, or similar)
- Fluency with analytics platforms (Amplitude, Tableau, or equivalent); ability to independently pull and interpret data without requiring BI support for every question
- Active, integrated use of AI tools in your day‑to‑day work — for strategy, analysis, creative, and reporting
- Strong written communication and executive presentation skills
- Passion for the outdoors, fitness, or active lifestyle
- (Desirable) Experience in fitness, outdoor, or lifestyle consumer brands – you understand enthusiast audiences and can translate that understanding into sharper targeting and messaging
- (Desirable) Experience designing or activating against propensity models or recommendation systems
- (Desirable) Experience with paid media channels and budget management is a nice to have
What the job involves
- We’re looking for a Director of Growth Marketing to drive subscription growth across Outside’s media platforms
- This person will own our full‑funnel strategy, including everything from pricing, packaging, and benefits to cross‑channel acquisition campaigns and lifecycle messaging focused on educating, engaging, and converting users
- Excellent data skills, thoughtful testing plans, and a sharp understanding of the value proposition of our free and paid offer will be core ingredients to success in this role
- You will identify which audience segments are most likely to subscribe to which products (across media, mapping, and Outside+ bundle subscription offers), develop the strategies to convert them, and maintain the reporting framework to know what’s working
- This person’s core mission is to increase subscription revenue and total subscribers. This is a highly collaborative role, requiring deep partnership across product, editorial, finance, audience development, and business intelligence
- This role reports to the VP Product & Growth and will manage a small team. As a player‑coach, this person will be expected to lead strategy and also do the work — writing briefs, pulling data, building campaign frameworks, and presenting to senior leadership
- Own the acquisition strategy across Outside’s media and entertainment platforms with a clear view of which audience segments are best matched to which products
- Establish and evolve channel strategy across owned channels (on‑site, email, push, in‑app messaging, podcasts, CTV) and test into paid marketing opportunities
- Own forecasting in partnership with finance and provide regular performance reporting to senior leadership
- Develop a strong perspective on pricing, packaging, and entry‑point diversification to propose expansion and testing strategies for subscriber and revenue growth
- Partner with Business Intelligence and Product to define the data architecture needed to power dynamic, real‑time acquisition experiences
- Drive the registration‑first strategy to connect to subscription funnel and first‑party data efforts
- Lead the development of breakthrough cross‑channel acquisition campaigns, from strategy through briefing, execution, and optimization
- Develop and execute an ongoing testing strategy across creative, messaging, landing pages, and channels; foster a culture of rapid iteration and evidence‑based decision‑making
- Ground testing efforts in behavioral, content affinity, and first‑party data signals
- Partner with creative and editorial teams to develop conversion‑oriented experiences that reflect Outside’s mission and each brand’s unique value proposition
- Be creative, nimble, and responsible in how you leverage AI tools throughout your workflow – from audience analysis and creative development to campaign optimization and performance synthesis
- Proactively manage and develop a small team – setting clear goals, providing consistent feedback, and building their capabilities
- Serve as the connective tissue between marketing, product, editorial, BI, and finance — ensuring subscription growth strategy is integrated into the broader business roadmap
