Marketing Manager - Membership

Rapha launched in 2004 to redefine cycling apparel. Today, progressive design and storytelling has built a global movement.

At Rapha, we believe cycling transforms lives. The Marketing Manager - Membership plays a pivotal role in shaping how our Rapha Cycling Club (RCC) membership delivers that transformation, through compelling storytelling, seamless digital journeys and data-driven campaigns that inspire riders to join, stay, and thrive within the RCC.

In a nutshell, the role will:

• Define and execute the global marketing strategy for RCC membership acquisition, retention and growth, working closely with the Clubhouse & Community Director.
• Lead marketing of the RCC across all digital channels and support retail touchpoints through marketing materials and digital awareness.
• Own and help define the RCC app experience and run campaigns that increase member engagement and lifetime value.
• Apply brand standards with commercial rigour to deliver a membership experience that is distinctly Rapha.

The Role:

Marketing & Commercial Growth

• Define and execute global marketing strategies to grow RCC membership and maximise retention.

• Own the RCC membership funnel, optimising conversion, upsell and renewal rates with precision and creativity.

• Lead churn reduction initiatives and lifecycle communications that feel personal, timely and brand-aligned.

• Report on key revenue KPIs including ARR, GRR, NRR, ARPU, and ROAS using data and audience insights to shape future strategy.

Digital Campaigns and CRM Excellence

• Lead CRM strategy for RCC, including segmentation, personalisation and automation

• Collaborate with the wider Rapha CRM and Paid Media teams to deliver campaigns across email, social and app that spark action and deepen connection.

• Monitor and iterate based on CPA, churn and engagement metrics, always with a view to optimising member LTV in alignment with Rapha’s brand value.

RCC App Ownership

• Influence the RCC app roadmap in partnership with the technology team, ensuring it reflects the needs and aspirations of RCC members.

• Drive app adoption and usage through integrated campaigns that make the digital experience feel as rich and rewarding as our physical touchpoints.

• Ensure the app is a gateway to community, culture and content and not just a utility.

Cross-functional Collaboration

• Partner with Brand, Retail, Digital and Community teams to ensure RCC messaging and experience are consistent, compelling and culturally resonant.

• Partner with the RCC Team and the Tech team to ensure the RCC app, marketing communications and physical RCC experiences reflect RCC values and meet member expectations.

• Support clubhouse activations and digital engagement initiatives that bring the RCC to life across all markets.

• Partner with the Finance team to forecast and budget RCC membership revenues and marketing costs.

About You:

Candidates may possess the following skills. We're open to a wide variety of backgrounds and skill sets which may fulfill the requirements in a similar way.

• Proven experience in digital marketing, CRM and campaign management, preferably within a subscription or membership context.

• Strong analytical skills with fluency in performance metrics such as CPA, LTV, churn rate and upsell rate.

• Technical familiarity with marketing automation tools, app management and analytics platforms.

• Excellent communication and cross-functional collaboration skills.

• Strategic thinker with a creative edge and a deep appreciation for brand consistency.

• Ideally possessing a passion for cycling and community and able to channel that knowledge into every campaign and initiative.

Working at Rapha

We are continuously looking into ways to invest in our employees and build a better working culture and environment. Here are just some of the internal benefits we offer:

• Flexible working hours
  
• Support for ad-hoc remote working during the week - minimum 4 days in office
• 25 days annual leave
• 2 additional days paid time off to participate in a sportive or similar related cycling event
• A flexible riding benefit to allow you to go out riding on a Wednesday morning with colleagues or learn to cycle through our Getting Started Scheme
• An annual clothing allowance of £1,120 for testing and promotional purpose
• A company bonus scheme
• A health cash plan provided by Healthshield worth up to £1405 per year
• Mental health support with MyndUp
• Free barista coffee and social drinks in the office
• Subsidised lunches 3 days per week
• Monthly department social events and quarterly office social away days
• Bike racing expenses up to £35 per race entry
• A 50% staff discount and a discount for family and friends
• Industry discounts on brands such as Patagonia, Osprey, Finisterre, Wahoo
• Free membership to the Rapha Cycling Club
• Cycle2Work scheme
• Company Pension Scheme
• Enhanced Parental Leave and Pay