Director of Marketing, Sales and Retention

About the Role

COPA STC is seeking a Director of Marketing, Sales & Retention to lead our full customer journey from first inquiry through long-term membership engagement. This person will oversee marketing strategy, sales/Player Development Coordinator performance, HubSpot and CRM automation, lead conversion, retention initiatives, and member lifecycle communication.

This role is ideal for a commercially minded growth leader who can connect marketing, sales, systems, content, and member experience into one coordinated revenue engine. The Director will manage the Sales/PDC team and the Marketing Manager responsible for digital content creation, ensuring both teams are aligned around lead generation, conversion, retention, and brand storytelling.

What You Will Own

• Lead COPA STC marketing strategy across paid ads, email, website, social, content, print, community, and seasonal campaigns.
• Manage the Marketing Manager responsible for digital content creation, including social media, email content, website updates, campaign assets, photo/video storytelling, and day-to-day brand content execution.
• Manage and coach the Sales/PDC team, setting clear expectations, sales processes, KPIs, follow-up standards, and accountability rhythms.
• Own HubSpot strategy and execution, including workflows, automations, segmentation, lifecycle stages, forms, lists, pipelines, dashboards, lead nurturing, and retention campaigns.
• Improve full-funnel performance, including lead generation, speed to lead, trial booking, trial show rate, close rate, reactivation, referrals, and member retention.
• Oversee Google Ads, Meta Ads, retargeting, audience strategy, budget recommendations, creative testing, and campaign optimization.
• Build retention systems that improve onboarding, member communication, proactive check-ins, cancellation saves, win-back campaigns, and member longevity beyond minimum commitment periods.
• Create incentive programs that motivate the Sales/PDC and Marketing teams to achieve goals tied to sales, conversion, referrals, reactivation, retention, and member experience.
• Develop sales playbooks, email/text templates, lead follow-up standards, objection-handling guides, and member communication workflows.
• Report regularly on marketing ROI, lead sources, sales pipeline, conversion rates, campaign performance, churn, retention, reactivation, and incentive program results.

Key Success Measures

• Increased lead volume and improved lead source attribution.
• Faster and more consistent lead follow-up by the Sales/PDC team.
• Improved inquiry-to-trial, trial-to-membership, and reactivation conversion rates.
• Stronger HubSpot workflows, dashboards, data hygiene, and automation.
• Clearer reporting on marketing, sales, retention, and campaign ROI.
• Improved member onboarding, retention communication, cancellation save rate, referrals, and member longevity.
• A motivated team with clear goals, transparent incentive tracking, and stronger accountability.

Who You Are

• A strategic growth leader with strong marketing, sales, CRM, and retention experience.
• A HubSpot expert who understands workflows, automations, segmentation, pipelines, reporting, and lifecycle marketing.
• A data-driven operator who can identify gaps, build systems, and improve team performance.
• A people leader who can manage, coach, motivate, and hold teams accountable.
• A strong communicator who can align content, campaigns, sales messaging, and member communication.
• Comfortable balancing strategy with hands-on execution in a fast-paced, entrepreneurial environment.

Qualifications

• 5-8 years of experience in marketing, growth, sales enablement, lifecycle marketing, CRM, customer success, or a related field.
• Experience managing people, teams, or cross-functional initiatives.
• Advanced HubSpot experience, including marketing automation, CRM management, reporting, sales pipelines, workflows, lists, and lifecycle stages.
• Experience managing or overseeing Google Ads and Meta Ads.
• Strong understanding of full-funnel marketing, lead conversion, sales process, and retention strategy.
• Experience building team incentives, sales contests, commission structures, bonus programs, or performance-based goals preferred.
• Experience in youth sports, fitness, recreation, hospitality, education, memberships, or family-focused services is a plus.

COPA Soccer Training Center (COPA STC) is a state-of-the-art soccer training and assessment facility dedicated to revolutionizing player identification and development in the sport of soccer through a data-driven approach. Built at the intersection of sport, science, and technology, COPA integrates proprietary data systems, advanced performance testing, world-class training methodology, and a mission-driven development model to objectively identify, develop, and unlock player potential. With more than 750,000 annual visitors, COPA STC serves as a highly active hub for innovation and athlete development. We serve athletes and families through memberships, training, camps, events, leagues, and community programming.