Head of Marketing

Key Responsibilities Marketing Leadership & Strategy

• Develop the annual marketing strategy, priorities, roadmap and budget in support of company goals. • Establish clear KPIs across acquisition, retention, revenue and brand, and hold the team and agency partners accountable to them. • Translate company objectives into actionable, integrated marketing plans. • Build the right marketing organization, capabilities, processes and operating rhythms to support growth. • Partner closely with Product, Sales, Partnerships and company leadership. • Use customer insights, market intelligence and performance data to influence broader company strategy. • Serve as a senior voice for the customer and the Athlete To Athlete brand across the organization.

Paid Acquisition & Performance Marketing

• Own the strategy for profitably acquiring new customers, primarily the parents and families of young athletes, with a clear view of how channel mix, CAC, lead quality and conversion drive contribution margin. • Lead paid media, digital acquisition, conversion optimization and campaign performance across channels in partnership with digital media agencies and external experts. • Establish clear acquisition KPIs and measurement frameworks, including CAC, CAC payback, lead quality, conversion and return on marketing investment. • Use testing, attribution and performance data to continuously improve channel and campaign effectiveness, and move budget to what works. • Connect acquisition strategy to downstream customer quality, engagement, retention and lifetime value. • Work with the Partnerships team to turn strategic partnerships into efficient acquisition channels.

Lifecycle Marketing

• Own the customer journey beyond acquisition, from onboarding and activation through retention and advocacy. • Develop strategies to improve engagement, conversion, upsell, cross-sell, renewal and reactivation. • Build segmented and behavior-based customer journeys across email, in-product and other owned channels. • Partner across Product and Customer teams to identify friction points and improve long-term customer value. • Raise retention and lifetime value so the business can afford to invest more in acquisition.

Brand Marketing

• Own and evolve A2A's brand strategy, positioning, messaging and overall market presence. • Build awareness, trust and relevance with athletes, mentors, families, partners and the broader sports community. • Identify opportunities to build the brand through content, events, athletes, creators and culturally relevant moments. • Ensure the brand remains distinctive and consistent as the company, audience and product portfolio grow. • Work with the Partnerships team to extend the A2A brand through athletes, teams, leagues, sports organizations, brands, media companies and creators.