Lifecycle Marketing Manager

About Us:

At Fitness Passport, we are driven by a clear purpose — to make fitness more accessible, so more people can lead active and healthier lives. Established in 2006, we’re a corporate health and fitness program partnering with the public sector, corporate employers, and leading fitness facilities across Australia and New Zealand, providing members with access to a wide range of gyms, pools, leisure centres and wellness resources.

As we enter an exciting new phase of growth, Fitness Passport is executing an ambitious strategy while keeping our member experience a top priority.

The Role:

Reporting to the Head of Marketing, the Lifecycle Marketing Manager will own the lifecycle across our member journey. You’ll design behaviour-led journeys, build and run automation programs end-to-end, and continuously optimise conversion, onboarding, and engagement outcomes.

You’ll work closely with Product, Sales, Network, and Member Experience teams, and play a critical role in how our value proposition is experienced across multiple audiences.

What you will be doing:

• Own and evolve end-to-end lifecycle journeys, from persona mapping and journey architecture through to deep engagement and retention
• Design and build trigger-based, behaviour-led lifecycle programs across email, SMS, website, and retargeting channels
• Segment audiences using behavioural and intent data — not just demographics — to drive intelligent targeting
• Lead warm prospect conversion and onboarding programs, reducing friction and driving activation without high-pressure tactics
• Build and maintain employer partner enablement materials, including launch toolkits, templates, and campaign guides
• Write high-quality lifecycle and activation content when required, and confidently brief and direct internal and external resources
• Own lifecycle performance measurement, focusing on commercial outcomes such as activation, engagement frequency, revenue growth, ROI, CAC, and retention
• Run experimentation and A/B testing programs, using insights to continuously improve journey performance

About You:

• Genuinely curious and passionate about health, wellness, and fitness.
• Experience in B2B2C, memberships, corporate benefits, or two-sided platform environments where the buyer and end user differ
• 6–10 years’ experience in lifecycle, CRM, or growth marketing
• Hands-on experience building and running lifecycle programs in enterprise marketing automation platforms (e.g. Braze, Salesforce Marketing Cloud, Marketo, Iterable, or similar)
• Proven experience designing lifecycle journeys from scratch, with clear performance outcomes to show
• Strong behavioural segmentation and database management skills
• Omnichannel experience across email, SMS, in-app, push, shared and paid channels
• A strong content instinct — able to write, edit, and maintain brand voice across multiple formats
• Analytical confidence, with experience using tools such as Looker, Amplitude, or similar, and presenting insights to senior stakeholders

What You'll Love:

Fitness Passport is officially a Great Place to Work® — again!

We’re proud of our culture, and even prouder of the people who make it what it is.

At Fitness Passport, we’re not just about providing access to great gyms and wellness facilities — we’ve also created a fantastic place to work. Our company values of Collaboration, Growth, Respect, Integrity and Wellbeing define our culture and the principles we use to operate our business.

We don’t just talk about wellness - we live it! Our BeneFit Passport Rewards Program and values-driven culture support your well-being inside and outside of work.

Here’s what’s waiting for you:

✅ Your very own Fitness Passport membership – access thousands of fitness facilities because we believe in what we offer

🌿 3 paid well-being days per year – because rest and recharge matter

🏡 Hybrid & flexible work – our Sydney based team enjoys three days a week in our new head office

💻 Generous WFH allowance to support our hybrid model

🏋️‍♂️ Ongoing wellness perks – think fitness challenges, guest speakers, and more

👶 Paid parental leave to support you and your family

🧠 Mental health support through Clear Head & our Employee Assistance Program

🏆 Rewards & recognition – Earn Hero Points and get rewarded for your impact!

🎉 Regular social events to stay connected and celebrate wins

🐶 ‘Pawesome’ incentives like bring your dog to work day

How to Apply:

Click ‘Apply’ and you’ll be directed to Jobs by Employment Hero. If you don’t already have an account, simply sign up with your email address. It only takes 2 minutes to submit your application. If it’s a match, our Talent Team will be in touch for a quick screening call.

We can’t wait to meet you!