Director of Marketing, Sales & Retention

COPA Soccer Training Center in Walnut Creek, CA is seeking a Director of Marketing, Sales & Retention to oversee the full customer journey from initial inquiry to long-term membership engagement, including strategy, HubSpot automation, lead conversion, and retention programs.

Overview

Location: Walnut Creek, CA (onsite). Salary: USD 100,000 - 130,000 per year. Minimum experience: 5 years.

Responsibilities

• Develop and steer COPA STC's integrated marketing plan across paid media, email, website, social, content, print, community outreach, and seasonal campaigns.
• Direct the Marketing Manager responsible for digital content creation, including social media, email copy, website updates, campaign assets, photo/video storytelling, and day-to-day brand content execution.
• Coach the Sales and Player Development Coordinator team, defining expectations, sales processes, KPIs, follow-up standards, and accountability cadences.
• Own HubSpot strategy and execution, covering workflows, automations, segmentation, lifecycle stages, forms, lists, pipelines, dashboards, lead nurturing, and retention campaigns.
• Enhance full-funnel performance across lead generation, speed to lead, trial bookings, trial show rates, close rates, reactivation, referrals, and member retention.
• Oversee Google Ads, Meta Ads, retargeting, audience strategy, budget recommendations, creative testing, and ongoing campaign optimization.
• Build retention systems to improve onboarding, member communication, proactive check-ins, cancellation saves, win-back campaigns, and extended member longevity beyond minimum terms.
• Create incentive programs to motivate the Sales/PDC and Marketing teams toward goals tied to sales, conversion, referrals, reactivation, retention, and member experience.
• Develop sales playbooks, email and text templates, lead follow-up standards, objection-handling guides, and member communication workflows.
• Report regularly on marketing ROI, lead sources, sales pipeline, conversion rates, campaign performance, churn, retention, reactivation, and incentive program results.

Requirements

• Strategic growth leader with strong marketing, sales, CRM, and retention experience.
• HubSpot expert with deep knowledge of workflows, automations, segmentation, pipelines, reporting, and lifecycle marketing.
• Data-driven operator who identifies gaps, builds scalable systems, and raises team performance.
• People leader capable of managing, coaching, motivating, and enforcing accountability.
• Strong communicator who aligns content, campaigns, sales messaging, and member communications.
• Comfortable balancing strategic planning with hands-on execution in a fast-paced, entrepreneurial environment.
• 5-8+ years in marketing, growth, sales enablement, lifecycle marketing, CRM, customer success, or related fields.
• Experience managing people, teams, or cross-functional initiatives.
• Advanced HubSpot experience including marketing automation, CRM management, reporting, sales pipelines, workflows, lists, and lifecycle stages.
• Experience managing or overseeing Google Ads and Meta Ads.
• Solid understanding of full-funnel marketing, lead conversion, sales processes, and retention strategy.
• Experience building team incentives, sales contests, commission structures, bonuses, or performance-based goals preferred.
• Experience in youth sports, fitness, recreation, hospitality, education, memberships, or family-focused services is a plus.

Technologies

• HubSpot
• Google Ads
• Meta Ads

Benefits

• 401(k)
• Dental insurance
• Employee assistance program
• Flexible spending account
• Health insurance
• Life insurance
• Paid time off
• Vision insurance

Key Success Measures

• Increased lead volume and clearer lead source attribution.
• Faster, more consistent lead follow-up by the Sales/PDC team.
• Improved inquiry-to-trial, trial-to-membership, and reactivation conversion rates.
• Enhanced HubSpot workflows, dashboards, data hygiene, and automation.
• Clear reporting on marketing, sales, retention, and campaign ROI.
• Improved member onboarding, retention communications, cancellation save rate, referrals, and longevity.
• A motivated team with clear goals, transparent incentive tracking, and stronger accountability.

Internal Role Summary

The Director of Marketing, Sales & Retention owns COPA STC's full revenue and member lifecycle funnel. This leader directs marketing strategy, manages the Sales/PDC team and the Marketing Manager of digital content creation, oversees HubSpot and CRM automation, enhances lead conversion, builds retention systems, and designs incentive programs that drive sales and long-term member longevity.

Additional Information

This job description is not intended to be an all-inclusive list of responsibilities, skills, or working conditions and may be updated by management as needed. Management reserves the right to modify duties. A competitive compensation package with benefits, 401(k), bonuses, and health care is offered, tailored to the candidate's skills and contribution. Principals only, no phone calls please. COPA is an equal employment opportunity employer, committed to non-discrimination in employment based on age, color, national origin, citizenship status, disability, race, religion, gender, sexual orientation, gender identity and/or expression, genetic information, marital status, or any other protected characteristic. Reasonable accommodations will be provided as required.