Retention Marketing Manager, GTM & Feature Adoption

About This Role

Strava's Retention team is responsible for reinforcing ongoing subscription value, from renewal to feature adoption, through lifecycle marketing and experimentation. As Product's GTM velocity has grown, so has the need for a dedicated bridge between Product Marketing (PMM) and Lifecycle Marketing, so that new launches can be supported by one-off activations, as well as integrated into lifecycle programs.

This role owns that bridge. You'll represent Retention across GTM alignment forums with PMM, MarTech, and Data, translating GTM briefs into scoped plans, targetable audiences, and experiment designs, and project managing each launch from creative handover through post-campaign analysis.

You'll partner closely with individual lifecycle marketers to route GTM opportunities into existing lifecycle programs where it makes sense, and to build new, repeatable ones where it doesn't. You're the first dedicated hire in this new pod, so you'll be hands-on from day one: running launches end to end, building them yourself in our martech stack, and shaping the first working version of the playbook as you go.

We follow a flexible hybrid model that translates to more than half of your time on-site in our San Francisco or New York City office, three days per week.

What You'll Do

• Represent Retention in ongoing GTM alignment forums across PMM, MarTech, and Data, owning brief intake and early-stage scoping so success metrics are defined before a GTM kicks off.
• Drive the GTM channel strategy and experimentation plan end to end: align stakeholders, confirm launch dates and experimentation design, review first-round creative, and manage the project from creative handover through post-campaign analysis.
• Translate GTM briefs into targetable audience lists, partnering with MarTech to identify what's available and close data gaps, so PMM can size launches accurately.
• Design and run incremental A/B tests on GTM campaigns, defining success metrics and mapping results against PMM's and Retention's learning agendas.
• Meet regularly with lifecycle marketers to understand their quarterly goals and surface GTM opportunities in that context, handing off strategic ownership on higher-tier programs to the marketer who owns that history, and owning execution directly on lower-tier tests.
• Bridge Product Engineering, PMM, and MarTech tooling (Iterable, Braze, Kevel) to enable the right data into comms systems, and build, QA, and launch GTM campaigns in our martech stack.
• Apply PMM's tiering structure to run launches consistently, log results against a shared benchmark set so comparing campaigns stops being one-off reporting, and informs how the next launch gets scoped.
• Support seasonal and brand-led campaigns (e.g., major marathon upsells, gifting and family plan moments, back-to-school promotions) with owned-channel strategy and execution.

What You'll Bring to the Team

• 4-6 years of hands-on experience across growth, lifecycle, or product marketing, with fluency in both worlds: you can shape briefs collaboratively with PMM and connect GTMs into existing lifecycle programs
• A track record of designing and running experiments: defining success metrics, structuring fair tests, and translating results into clear recommendations.
• Excellent project management skills: you can manage multiple concurrent launches end to end and keep cross-functional partners aligned on timelines and dependencies.
• Experience partnering with data or engineering teams to translate marketing briefs into targetable audiences and flag data gaps early.
• A builder's mindset: you're motivated by setting something up from scratch and improving it launch over launch.
• Hands-on experience building and QAing campaigns in marketing automation or ad-serving platforms (such as Iterable, Braze, or Kevel).
• Familiarity with subscription or freemium business models is a plus.

How This Role Grows

The role is deliberately hands-on to start

you'll be running launches, building them yourself, and finding out what works. As the pod matures, so does the scope - from running each launch yourself to owning the system others run them through. That means codifying how GTMs get executed and measured, turning one-off activations into a repeatable playbook, and holding senior relationships across Product and PMM directly. It's a path we've mapped rather than implied, and part of why we're hiring this role now rather than later.