Role Overview
You will own end-to-end growth across the user lifecycle:
- Acquisition → Activation → Booking → Attendance → Retention → Monetization
This role sits across product, marketing, and operations and is responsible for:
Turning data into experiments that increase event attendance and repeat behavior.
What You'll Own:
1. Growth Metrics System (Build + Own)
Define, track, and improve:
- Onboarding funnel
- Signup → Tribe join → Event discovery → First booking
- Activation rate, time to first booking
- Conversion & ticketing funnel
- Event views → Booking → Attendance
- Fill rates, drop-offs, no-show %
- Marketing funnel
- CAC by channel
- Cost per booking / attendee
- LTV (based on repeat behavior)
- Tribe metrics
- Acquisition, engagement (DAU/WAU), retention
- Tribe → event conversion
- Monetization
- Free → paid conversion
- Revenue per user
- Platform shifts
- MWeb → App conversion
- Retention difference (web vs app)
2. Experimentation Engine (Core Responsibility)
- Run weekly experiments across:
- Event pages (copy, social proof, pricing)
- Checkout flows
- Notifications (WhatsApp, push)
- Growth loops (invites, group bookings)
- Own:
- Hypothesis → Execution → Measurement → Learning
- Maintain a high-velocity test-and-learn culture
3. Conversion Optimization
Identify and fix leaks:
- Why users don't book after viewing events
- Why users don't show up after booking
- Why users don't return after first event
Work with:
- Product → UX, flows, features
- Ops → Event quality, attendance experience
- Marketing → Targeting, messaging
4. Audience & Cohort Intelligence
- Segment users:
- First-time vs repeat
- High-LTV vs low-LTV
- Tribe-based behavior
- Power:
- Retargeting
- Lookalike audiences
- Personalized nudges
5. Program Management Across Teams
- Translate insights into execution with:
- Product
- Marketing
- Operations
- Ensure:
- Experiments are shipped on time
- Metrics are owned (not just tracked)
What Success Looks Like (Non-Negotiable Outcomes)
- Increase in Weekly Active Attendees
- Higher event fill rates
- Improved repeat attendance (retention)
- Lower cost per attendee
- Clear, repeatable growth playbooks
Must-Have Skills
- Strong SQL + Excel/Google Sheets
- Experience with Mixpanel / Amplitude / GA4
- Deep understanding of:
- Funnels
- Cohorts
- Retention
- CAC vs LTV
- Ability to go from:
Data → Insight → Action → Measurable Impact
Good-to-Have
- Experience in marketplaces, events, social or community products
- Familiarity with Meta Ads / performance marketing
- Basic Python/R for analysis
