Head of Memberships Growth

Responsibilities

• Shape and deliver the growth plan: Shape membership growth goals and translate them into focused priorities. Understand how audience, proposition, acquisition channels, conversion and retention interact, and identify the opportunities and constraints that should shape the plan. Manage the allocated marketing budget, evaluate its return and contribute to the department P&L.
• Improve conversion and user journeys: Lead the work to improve how our products and joining journeys turn traffic into paying members. Diagnose friction and test propositions, landing pages, membership messaging, offers and sign-up flows, working with design, product and technical colleagues to drive conversion and lifetime value.
• Build distribution and acquisition programmes: Develop and test ways to reach relevant audiences and generate membership demand, including show and presenter promotion, cross-promotion, partnerships, referrals and paid activity. Identify which combinations of audience, message and channel bring in valuable members, and build on successful approaches. Work with the wider growth and editorial teams on podcast-discovery initiatives that also create opportunities for membership growth.
• Lead creative campaigns: Turn audience insight into compelling propositions, campaign ideas, messaging, copy and briefs that respect each show’s voice. Plan campaigns around launches and key moments, guide creative development and use testing to improve effectiveness without weakening brand identity or audience trust.
• Strengthen lifecycle marketing and retention: Develop member communications and journeys across onboarding, engagement, renewal, payment recovery and win-back, including email and SMS. Segment audiences by lifecycle stage and behaviour, and test which messages and interventions help them get value and stay. Understand why members cancel or are lost through failed payments, and work with relevant colleagues to address the causes.
• Turn evidence into better decisions: Establish a prioritised programme of experiments with clear hypotheses, success measures and next steps. Work with data colleagues to strengthen tracking, understand member cohorts and judge incremental impact, recognising the limits of attribution and using results to stop, improve or scale activity.
• Develop the team and deliver across Goalhanger: Develop junior colleagues, set clear priorities and standards, and review the quality of their work. Coordinate delivery with editorial, creative, product, technology, data colleagues and external partners, providing clear briefs and staying involved through implementation and evaluation.
• Build better ways of working: Make recurring work, from creative briefing to performance reporting, more effective and repeatable. Use AI and automation to reduce avoidable administration and improve output, with clear checks, human judgement and responsible handling of audience data. Feed learning back into the process.

Requirements

• Senior growth marketing experience in a consumer subscription, membership or direct-to-consumer ecommerce business.
• Strong analytical judgement. Evidence of sound decisions using quantitative analysis and customer insight, including when information was incomplete or conflicting. You can explain the assumptions behind your conclusions and what would change your view.
• Strong creative judgement, demonstrated via examples of campaign concepts, messaging or copy you have materially shaped, with a clear account of your contribution and the thinking behind the work.
• A track record of commercial growth. Measurable results from growing a paying customer base, with clear personal accountability for investment decisions and outcomes. A deep understanding of acquisition cost, payback, retention and lifetime value.
• Experience developing people and working across teams. A record of helping junior colleagues become more capable and independent.
• Practical experience applying AI tools to build repeatable workflows and operating systems is highly valued, but is not essential.

Preferred

• Practical experience applying AI tools to build repeatable workflows and operating systems is highly valued, but is not essential.

Benefits

• Competitive salary and benefits, plus opportunities for growth within the role as our team and content portfolio expand.