Director of Membership & Loyalty Strategy Growth & Marketing

Reports To:Chief Growth Officer (Matt Corey)

Role Summary

The Director of Membership & Loyalty Strategyis responsible fordesigning,optimizing, and growingPopStroke'smembership and loyalty ecosystem. This leader develops the long-term strategy that drives recurring revenue, guest retention, lifetime value, and frequency of visits byleveragingcustomer insights, analytics, pricing, and loyalty marketing.

Working at the intersection of Growth, Marketing, Digital, Finance, Operations, and Technology, this role transforms guest behavior into business strategy—using data to create compelling membership offerings, loyalty initiatives, pricing strategies, and personalized marketing that deepen guest engagement.

This leader partners closely with the Director of Membership Operations to ensure every strategic initiative is successfully implemented acrossPopStrokevenues. Together, these two leaders create a seamless connection between strategy and execution.

What Success Looks Like

• Membership and loyalty become meaningful drivers of recurring revenue.

• Guest retention and visit frequency improve year over year.

• Churn decreases while member lifetime value increases.

• Marketing campaigns are personalized through guest insights and behavioral data.

• Pricing and promotional strategies maximize profitability and guest adoption.

• Data consistently informs business decisions.

• Membership and loyalty become competitive advantages forPopStroke.

Key Responsibilities

Membership & Loyalty Strategy

• Own the long-term vision and roadmap forPopStroke'sMembership and Loyalty programs.

• Develop innovative strategies that increase acquisition, engagement, retention, and lifetime value.

• Continuously evaluate market trends, competitive programs, and guest expectations to evolve the membership experience.

• Benchmark against best-in-class loyalty and subscription programs across hospitality, entertainment, retail, travel, and fitness industries.

• Solicit ongoing feedback from members and from our management team across our venues

Loyalty Program Development

• Design andoptimizeloyalty initiatives that encourage repeat visitation and increased guestspend.

• Develop personalized offers, rewards, and engagement strategies based on guest behaviors

• Create lifecycle journeys that strengthen emotional loyalty and long-term engagement.

• Partner with Digital and Marketing to deliver targeted communications and personalized experiences.

Analytics & Consumer Insights

• Analyze guest behavior,purchasingpatterns, visit frequency, and membership engagement.

• Monitor key performance indicators including:

• Membership acquisition

• Retention

• Churn

• Lifetime Value (LTV)

• Visit Frequency

• Average Spend

• Engagement

• Return on Marketing Investment

• Build reports that provide actionable insights for executive leadership.

Pricing & Revenue Strategy

• Lead pricing strategy formemberships, promotions, and loyalty offers.
• Evaluate elasticity, promotional effectiveness, andfinancial impact.

• Develop business cases for new membership tiers, benefits, and pricing models.

• Partner with Finance to maximize recurring revenue and profitability.

Marketing Partnership

• Partner with Marketing to build acquisition, retention, and loyalty campaigns.

• Inform segmentation strategies using customer data.

• Helpdeterminethe right message, audience, timing, and channel for every campaign.

• Provide recommendations on CRM, lifecycle marketing, and personalization strategies.

• Support the development of digital experiences that improve conversion and member engagement.

Cross-Functional Leadership

• Partner closely with Operations, Hospitality, Technology, Finance, and Marketing.

• Work alongside the Director of Membership Operations to ensure strategies are executable in the field.

• Gather insights from venue operations to continuously refine membership and loyalty initiatives.