Marketing Manager, Rapha
Membership
+ Bonus Scheme
Cycling apparel brand
Open for applications
Cycling apparel brand
201-500 employees
Open for applications
+ Bonus Scheme
201-500 employees
Company mission
To inspire the world to live life by bike.
Role
Who you are
- 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
What the job involves
- 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
- 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
- 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
- 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
- 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
- Partner with Brand, Retail, Digital and Community teams to ensure RCC messaging and experience are consistent, compelling and culturally resonant
- Partner with the Senior Membership Community Manager 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
Salary benchmarks
Our take
Rapha is a cycling apparel brand that aspires to create items of the highest possible quality by using advanced manufacturing techniques. Having been the clothing supplier to Team Sky, as well as the women’s UCI WorldTour team CANYON//SRAM, Rapha has worked to align itself with the best names in sport.
The company has seen a series of ups and downs as UK consumer interest in cycling rises and falls. For example, it was able to capitalise on peaks in the market generated first in the wake of the 2012 Olympics, as well as during the pandemic - though it has also faced lulls. Despite this, the company remains positive, and says it has made moves that put it in position to unlock its next phase of growth.
Freddie
Company Specialist at Welcome to the Jungle
Insights
5% employee growth in 12 months
Company
Company benefits
- Access to a Global Employee Assistance Programme
- A variety of resources to support your mental health and wellbeing
- Monthly social events
- Quarterly team away days
- Regular talks and events organised by our Culture Club
- Generous annual leave rising with length of service
- Enhanced parental leave options
- Enhanced pension schemes
- Healthcare
- Lessons to build confidence, inspire and support those at the beginning of their cycling journey (you don't need your own bike to take part)
- Annual testing allowance so you can put our products through their paces
- Significant staff discount
- Flexible working - we just have core hours for collaboration and time with out teams
Company HQ
Archway, London, UK
Leadership
Simon Mottram
(Founder & Director)Previously Brand Marketing Consultant at various companies, including Interbrand, Sapient, Circus and Fourth Room.
Fran Millar
(CEO)Previously CEO at Belstaff, INEOS Hygienics and INEOS Grenadiers Cycling Team.
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