Membership Marketing Manager Service Course, London

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.

• 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 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.

• 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.

• 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 Mynd Up
• 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
• Cycle2
  
  Work scheme
• Company Pension Scheme
• Enhanced Parental Leave and Pay