VP of Growth

Vice President of GrowthLocation: Remote | Type: Full-Time | Reports to: CEOCompany OverviewCreated by renowned pain and performance specialist, Dr. Jeremy James, GolfForever empowers golfers to play the game they love at their highest potential, free of pain and injury, for as long as they live. Our affordable digital solutions deliver the most effective golf-specific training and pain-relief program available for all golfers, regardless of age of physical limitations, based on decades of clinical experience from leading medical experts and insights from top pros—including World No. 1 Scottie Scheffler.As a remote company and athletically-driven workplace, you’ll work with a highly-talented and motivated group of golf- and wellness-obsessed individuals around the country to drive the next chapter of our growth.About the RoleWe are seeking a Vice President of Growth to own and optimize our complete subscriber growth loop of our core product—a smart mobile application that pairs streaming content with our proprietary physical training products—from discovery through activation to long-term retention. This is a modern growth leadership position that blends product thinking, data science, lifecycle marketing, and experimentation to drive compounding, sustainable growth.You will own the complete subscriber growth loop: how we reach new customers, how we acquire them efficiently, how we activate them in their first experiences, how we engage them to build habits, and how we retain them for years. You'll find the biggest levers in our business and prioritize initiatives that move our core metrics from acquisition through onboarding to retention and lifetime value. You’ll scale a cross-functional growth team, instill a culture of experimentation, and implement data-driven strategies to improve CAC, churn, net retention, and LTV:CAC ratio.This role is designed for someone who thinks like a product manager but operates like a growth marketer—someone equally comfortable analyzing cohort retention curves as they are designing onboarding experiments and building paid media campaigns. You'll partner closely with Product, Engineering, Brand, and Customer Success to build a modern, data-driven growth organization.The Growth Loop You'll OwnOur business runs on a growth loop, and you'll own every stage:Discovery & Acquisition → How users find us (organic, paid, referral, partnerships)Activation → Converting trials to paid subscribers through optimal onboarding and early product experienceEngagement → Building workout habits and driving the behaviors that predict retentionRetention → Keeping subscribers active, preventing churn, and maximizing LTVExpansion → Driving referrals, upsells, and turning users into advocatesYour job is to identify where the loop is weak, hypothesize solutions, run experiments, and scale what works.Key Responsibilities1. Find and Optimize the Biggest Growth LeversUse data to identify our highest-impact opportunities—whether that's improving website conversion, optimizing trial-to-paid rates, or driving early workout completionBuild hypotheses about what drives retention (e.g., "completing 3 workouts in week 1 predicts 3x retention") and design experiments to validate themRuthlessly prioritize initiatives based on potential impact to CAC, activation rate, churn, and LTVOwn the weekly growth operating cadence: experiment design, measurement, decision-making, and scaling winners2. Product-Led Growth & In-App OptimizationPartner with Product and Engineering to build growth into the product itselfDesign and optimize onboarding flows, paywalls, trial experiences, and activation momentsImplement in-app growth features: referral programs, social proof, personalized content recommendations, progress tracking, streaks, and habit-building mechanicsRun continuous experiments on pricing, trial length, paywall positioning, and conversion flowsChampion growth-oriented product decisions using behavioral data and user insightsWork with the Growth PM (who will likely have a dual reporting relationship with you and the VP of Engineering) to embed growth thinking into the product roadmap3. Paid AcquisitionOversee the team to own and optimize all paid growth channels including Meta, Google, TikTok, YouTube, podcast ads, affiliate networks, and influencer partnerships.Drive efficient, scalable subscriber growth, not just media spend—focused on CAC, payback period, and LTV-to-CAC ratio.Build rigorous attribution and incrementality frameworks to understand true channel impact and optimize accordingly.Partner with VP of Brand and Communication on brand awareness media strategy and execution.4. Owned & Earned Channels - Retention and LTVUse data-informed insights to partner with CRM Lead and develop lifecycle marketing strategies across email, SMS, push notifications, in-app messaging, and referral programs that support retention, reactivation, and revenue expansion, and to guide users from trial to paid and reduce passive churn.Partner closely with CRM Lead to align growth motions with user behavior and retention insights; design, test, and scale lifecycle campaigns and save flows (pause, skip, offers, surveys)Co-own KPIs related to churn reduction, reactivation, win-back, and overall net revenue retention (NRR) with CRM Lead.Analyze cohort behavior to spot retention risks and craft interventions to increase LTV.5. Conversion Rate Optimization (CRO)Lead website and app conversion optimization efforts across landing pages, checkout, onboarding flows, paywalls, and pricing experiments.Collaborate with Product/Dev and Brand to test creative, copy, layout, funnel steps, and calls-to-action using structured experimentation frameworks.Optimize for both trial start rate and trial-to-paid conversion using data, user feedback, and behavioral segmentation.6. App Store Optimization (ASO)Own the App Store and Play Store experience—ratings, reviews, screenshots, app descriptions, and keyword strategy—using data and analysis to partner with Brand on content strategy and execution.Drive install-to-trial conversion rates through continuous optimization of store presence and performance marketing integration as well as paid advertising efforts.Partner with Product team on measurement of App Direct cohorts to track subscription adoption and LTV to further inform scaling strategy on the Amazon platform.7. Data, Attribution, and ExperimentationBe the internal champion of analytics and experimentation, pushing for better data instrumentation, user tracking, and causal inference.Leverage Mixpanel, GA, Shopify analytics, subscription dashboards, and in-app event data to guide decisions.Build and maintain a weekly experimentation operating cadence across the entire growth team.8. AI-Powered Growth & Modern ToolingExperiment with and implement AI tools to accelerate growth: AI-driven ad creative, personalized content recommendations, predictive churn models, AI-assisted copywriting, automated audience segmentationStay on the bleeding edge of growth technology and bring new tools and approaches to the teamBe willing to test emerging platforms, experiment with unconventional growth tactics, and leverage automation wherever it creates leverage9. AmazonOwn the Amazon marketplace experience—ratings, reviews, product listings, descriptions, and keyword and merchandising strategy—using data and analysis to partner with Brand on content strategy and execution.Drive purchases through continuous optimization of store presence and performance marketing integration as well as paid advertising efforts.Partner with Product team on measurement of Amazon cohorts to track subscription adoption and LTV to further inform scaling strategy on the Amazon platform.Team Structure & Direct ReportsThe VP of Growth will lead a performance-focused cross-functional team with the following direct reports:Head of Acquisition Leads all paid media, affiliate programs, partnerships, and wholesale/B2B growthHead of Lifecycle & Retention Owns email/SMS, churn reduction programs, win-back campaigns, and subscription optimization tools (pause, skip, frequency)Growth Product Manager Focuses on CRO, onboarding, pricing experiments, and subscription UX — embedded within the product and engineering roadmap (dual report to VP of Growth and VP of Engineering)E-Commerce & Systems Specialist Owns Shopify, subscription platform, analytics tools, experimentation infrastructure, and attribution trackingBusiness Development Director Oversees wholesale business: Retail, corporate wellness partnerships, golf courses, events, and other B2B subscription opportunitiesCollaborative Relationships:Content & Programming (aligning editorial calendar with retention/activation insights)Customer Success (shared LTV and churn goals)Product Team (integration of growth levers into roadmap)Success MetricsYour performance will be tied to:Subscriber growth (net new)CAC and CAC payback periodFree trial → paid conversion rateActive churn reductionNet revenue retention (NRR)LTV:CAC ratio improvementWhat We’re Looking For7–10+ years of growth leadership experience in a consumer subscription business (fitness, wellness, digital health, CPG subscriptions, or digital media)Mastery of unit economics, CAC/LTV modeling, retention drivers, and cohort analysisExperience building and scaling high-output growth teams with clear reporting structure and operating cadenceTrack record of running successful experiments across web, app, onboarding, and pricingTechnical FluencyMastery of subscription unit economics: CAC/LTV modeling, cohort analysis, retention curves, payback periodsDeep experience with analytics tools: Mixpanel, Amplitude, GA, Shopify analytics, subscription platforms (Recharge, Stripe Billing, etc.)Data fluent—comfortable navigating Mixpanel, Amplitude, or similar analytics platforms to build your own reports, analyze funnels, and validate hypotheses without always needing a data teamFluency in experimentation frameworks, statistical significance, and A/B testing platforms (GrowthBook, Optimizely, VWO, etc.)Knowledge of attribution modeling and incrementally testingMindset & ApproachSystems thinker who sees the business as interconnected loops, not isolated channelsObsessed with finding truth in data—you let evidence guide strategy, not intuitionComfortable with ambiguity and rapid iteration—you ship, measure, learn, and repeatCollaborative leader who elevates cross-functional teams and builds consensus while maintaining high velocityExcited about emerging technology—AI tools, new platforms, unconventional tactics—and willing to experimentNatural collaborator with product, engineering, content, and customer success teamsNot from a traditional B2B or brand marketing background — this is a funnel-focused, execution-heavy roleCompensation & BenefitsCompetitive base salary + performance incentives (bonus and/or equity)Medical, dental, and vision insuranceAnnual Fitness ReimbursementFlexible, remote-first work cultureCompany sponsored 401K with matchingFree GolfForever subscription and gear