Responsibilities

• What You Own Marketing owns acquiring qualified audiences. You own what happens once they arrive. Your domain begins when someone lands on a Gaia-owned experience and extends through becoming a paying member and demonstrating the early behaviors associated with a healthy membership. That includes registration, trial starts, onboarding, activation, content discovery, pricing and offer presentation,paywalls, checkout, lifecycle email, in-product messaging, personalization, trial expiration, recovery, and conversion analytics.
• You should see these not as separate Marketing, Product, CRM, UX, and Technology functions, but as one conversion system. You will have the mandate to work across those functions, direct access to the data and tools required to investigate opportunities, and the organizational backing to drive conversion experiments across the customer journey.
• What This Looks Like in Practice You notice that mobile trial conversion declined. Instead of scheduling a meeting to discuss it, you query the funnel and isolate the drop to one step in checkout. You inspect the experience, analyze the affected users, identify likely causes, quantify the opportunity, prototype a change, rewrite the offer, and launch an experiment with engineering support where necessary. Then you discover that trial members who watch two pieces of content in their first 48 hours convert materially better. You investigate the relationship, design an experiment to drive a second viewing session, define the audience and triggers, write the email and in-product messaging, configure what you can yourself, launch the test, and measure incremental conversion.
• That is this job.
• How You Operate Your first responsibility is to understand Gaia’s conversion funnel better than anyone else. Where are people leaving? What predicts conversion? Which cohorts behave differently? Which behaviors matter? Where is friction highest? Which opportunities are economically meaningful? You will work directly with behavioral and transactional data, segmenting by acquisition source, device, geography, offer, content interest, onboarding behavior, engagement, and lifecycle interactions. If the instrumentation required to answer an important question does not exist, you will help create it. You will maintain a continuously prioritized backlog of hypotheses and establish a rapid experimentation cadence. Some experiments will work and many will not. We care about learning velocity and cumulative business impact, not maintaining a perfect win rate. You should naturally translate conversion opportunities into economics. A 20-basis-point improvement is not interesting because a dashboard turned green. It is interesting because you can calculate how many incremental members, how much revenue, and how much long-term value it creates.

Requirements

• This is a genuinely technical and commercial growth role. We do not expect you to be the best engineer, analyst, designer, and copywriter in the company.
• We expect you to be capable enough across all of them that you can move from insight to experiment without creating a five-person project.
• You should be comfortable writing SQL, analyzing behavioral data, working with APIs and event instrumentation, modifying front-end experiences, using Git, building functional prototypes, implementing lightweight experiments, diagnosing tracking issues, and using modern AI development tools to multiply your output.
• You also need to write well. You should be able to personally create strong headlines, calls to action, landing-page copy, membership value propositions, paywall copy, onboarding experiences, lifecycle emails, behavioral messaging, and experiment variants.
• You are not someone who asks Creative to “make the CTA stronger.”
• When a change requires deeper engineering, design, or infrastructure support, you should be able to define the opportunity clearly, quantify its value, write excellent requirements, and drive the work through completion.
• Must be able to work on campus in Louisville, CO.
• US citizenship or an existing work visa is required
• Gaia subscribers strongly preferred
• Non-smoker