Growth Marketing Lead

About TRIFECTA

TRIFECTA by The Ride Side stands as Asia’s pioneering combined destination offering surfing, snowboarding, and skating, all situated centrally in Singapore. This unique venue brings the excitement of mountains and waves to a tropical environment, enabling visitors to enjoy all three sports within the same location in a day. Designed as a hub for self-expression, TRIFECTA encourages youthful collaboration and serves as a vibrant gathering place for enthusiasts and lifestyle seekers. The establishment operates three core businesses together under one roof: Surf, Snow, and Lifestyle.

Role Overview

The Growth Marketing Lead position is full-time and based in Singapore with some work-from-home flexibility. The role involves crafting and implementing strategies to enhance user acquisition, engagement, and retention across TRIFECTA’s offerings and digital platforms. This includes creating and refining marketing campaigns, managing digital advertising and social media, and conducting growth experiments to boost conversions and revenue. The role demands analysis of customer behaviors to reveal insights, collaboration across sales, operations, and creative teams, and management of marketing calendars, content schedules, and partnerships. This role will consistently measure key performance indicators and prepare reports to adjust strategies and expand TRIFECTA’s brand and community presence.

Key Responsibilities

• Maintain complete oversight of the booking, CRM, and POS platform including configuration, integrations, administrative tasks, and future development planning.
• Coordinate with platform vendors and developers, managing priorities, service levels, and costs.
• Handle customer data governance, ensuring proper segmentation of user groups, data hygiene, and compliance with data protection regulations (PDPA).
• Develop and operate email marketing flows such as onboarding, trial conversions, renewals, win-back campaigns, and event re-enrolment.
• Leverage WhatsApp as the main communication channel for transactional and retention messaging including booking reminders and renewal nudges.
• Manage the referral program collaboratively with business units and community team members.
• Track and optimize funnel metrics for each business unit, covering trial and membership conversions, re-enrolment rates, and repeat visits.
• Deliver monthly reports on channels and funnels incorporated into venue performance scorecards, ensuring accountability of metrics.
• Diagnose conversion issues to distinguish between demand and closing problems to apply targeted solutions.
• Supervise always-on channels such as Google Search and Google Business Profile for lead conversion.
• Plan and execute paid social campaigns with cost accountability, coordinating organic content with marketing teams.
• Oversee partner and OTA channels, limiting their use to off-peak periods.

Success Metrics

• Within the first 90 days: full mastery of platform administration and vendor coordination, deployment of core lifecycle marketing flows, and establishment of baseline funnel tracking.
• Within 12 months: improved membership and re-enrolment conversions, reduced no-shows, clear attribution of marketing efforts, and demonstrated growth in recurring revenue.

Qualifications

• Strong analytical abilities for interpreting data, monitoring key performance indicators, and generating actionable growth insights.
• Experienced in growth, lifecycle, or CRM marketing with a minimum of 5 years in hands-on roles involving marketing technology ownership.
• Proficient in data analysis including funnels, cohort analysis, and campaign reporting designed personally.
• Excellent communication skills for collaboration and stakeholder management.
• Proven expertise in growth hacking, performance marketing, experimentation, funnel optimization, and campaign testing.
• Commercial awareness supporting sales targets, partnerships, and customer acquisition plans.
• Effective project management to handle multiple concurrent marketing initiatives.
• Knowledge of digital marketing tools such as social media advertising platforms, analytics software, CRM, and marketing automation systems is preferred.
• Background within consumer, lifestyle, sports, or entertainment sectors is advantageous.
• Possess a bachelor’s degree in Marketing, Business, Communications or closely related discipline or equivalent practical experience.
• Ability to work autonomously, adapt swiftly, and excel in a dynamic team-focused environment.
• Experience in fitness, attractions, hospitality, or subscription-based industries is beneficial.
• Familiarity with booking and marketing automation platforms such as Mindbody, Glofox, Bookeo, or Rezdy is a plus.