---
title: 'Retention Marketing Manager, GTM & Feature Adoption at Strava'
canonical: 'https://feeny.ai/job/retention-marketing-manager-gtm-feature-adoption-strava-san-francisco-aft0qtsbdshz'
type: 'job'
last_seen: '2026-09-08'
---

# Retention Marketing Manager, GTM & Feature Adoption at Strava

- **Company:** Strava
- **Location:** San Francisco, CA
- **Employment:** full-time
- **Work type:** hybrid
- **Posted:** 2026-08-19
- **Last confirmed live:** 2026-09-08
- **Apply:** https://jobs.ashbyhq.com/strava/6c20fcf2-25ac-46d9-bb3d-b5f75fa44a5a

## Job description

## ABOUT STRAVA

Strava is the app for active people. With over 200 million athletes in more than 185 countries, it’s more than tracking workouts—it’s where people make progress together, from new habits to new personal bests. No matter your sport or how you track it, Strava’s got you covered. Find your crew, crush your goals, and make every effort count. Start your journey https://www.strava.com/subscription with Strava today.

Our mission is simple: to motivate people to live their best active lives. We believe in the power of movement to connect and drive people forward.

## About This Role

Strava's Retention team is responsible for reinforcing ongoing subscription value, from renewal to feature adoption, through lifecycle marketing and experimentation. As Product's GTM velocity has grown, so has the need for a dedicated bridge between Product Marketing (PMM) and Lifecycle Marketing, so that new launches can be supported by one-off activations, as well as integrated into lifecycle programs.

This role owns that bridge. You'll represent Retention across GTM alignment forums with PMM, MarTech, and Data, translating GTM briefs into scoped plans, targetable audiences, and experiment designs, and project managing each launch from creative handover through post-campaign analysis. You'll partner closely with individual lifecycle marketers to route GTM opportunities into existing lifecycle programs where it makes sense, and to build new, repeatable ones where it doesn't. You're the first dedicated hire in this new pod, so you'll be hands-on from day one: running launches end to end, building them yourself in our martech stack, and shaping the first working version of the playbook as you go.

We follow a flexible hybrid model that translates to more than half of your time on-site in our San Francisco or New York City office, three days per week.

What You'll Do:

- Represent Retention in ongoing GTM alignment forums across PMM, MarTech, and Data, owning brief intake and early-stage scoping so success metrics are defined before a GTM kicks off.
- Drive the GTM channel strategy and experimentation plan end to end: align stakeholders, confirm launch dates and experimentation design, review first-round creative, and manage the project from creative handover through post-campaign analysis.
- Translate GTM briefs into targetable audience lists, partnering with MarTech to identify what's available and close data gaps, so PMM can size launches accurately.
- Design and run incremental A/B tests on GTM campaigns, defining success metrics and mapping results against PMM's and Retention's learning agendas.
- Meet regularly with lifecycle marketers to understand their quarterly goals and surface GTM opportunities in that context, handing off strategic ownership on higher-tier programs to the marketer who owns that history, and owning execution directly on lower-tier tests.
- Bridge Product Engineering, PMM, and MarTech tooling (Iterable, Braze, Kevel) to enable the right data into comms systems, and build, QA, and launch GTM campaigns in our martech stack.
- Apply PMM's tiering structure to run launches consistently, log results against a shared benchmark set so comparing campaigns stops being one-off reporting, and informs how the next launch gets scoped.
- Support seasonal and brand-led campaigns (e.g., major marathon upsells, gifting and family plan moments, back-to-school promotions) with owned-channel strategy and execution.

What You'll Bring to the Team:

- 4-6 years of hands-on experience across growth, lifecycle, or product marketing, with fluency in both worlds: you can shape briefs collaboratively with PMM and connect GTMs into existing lifecycle programs
- A track record of designing and running experiments: defining success metrics, structuring fair tests, and translating results into clear recommendations.
- Excellent project management skills: you can manage multiple concurrent launches end to end and keep cross-functional partners aligned on timelines and dependencies.
- Experience partnering with data or engineering teams to translate marketing briefs into targetable audiences and flag data gaps early.
- A builder's mindset: you're motivated by setting something up from scratch and improving it launch over launch.
- Hands-on experience building and QAing campaigns in marketing automation or ad-serving platforms (such as Iterable, Braze, or Kevel).
- Familiarity with subscription or freemium business models is a plus.

How This Role Grows

The role is deliberately hands-on to start: you'll be running launches, building them yourself, and finding out what works. As the pod matures, so does the scope — from running each launch yourself to owning the system others run them through. That means codifying how GTMs get executed and measured, turning one-off activations into a repeatable playbook, and holding senior relationships across Product and PMM directly. It's a path we've mapped rather than implied, and part of why we're hiring this role now rather than later.

For more information on benefits, please click here https://docs.google.com/document/d/e/2PACX-1vTkFMPz3eCjd0FgQ28VWnK4d2BEnzGyaSFGwATR-dQdBb9HxZgay6kboqnT0-V-qaBDzSvYIzI76vT5/pub.

WHY JOIN US?

Movement brings us together. At Strava, we’re building the world’s largest community of active people, helping them stay motivated and achieve their goals.

Our global team is passionate about making movement fun, meaningful, and accessible to everyone. Whether you’re shaping the technology, growing our community, or driving innovation, your work at Strava makes an impact.

When you join Strava, you’re not just joining a company—you’re joining a movement. If you’re ready to bring your energy, ideas, and drive, let’s build something incredible together.

Strava builds software that makes the best part of our athletes’ days even better. Just as we’re deeply committed to unlocking their potential, we’re dedicated to providing a world-class, inclusive workplace where our employees can grow and thrive, too. We’re backed by Sequoia Capital, TCV, Madrone Partners and Jackson Square Ventures, and we’re expanding in order to exceed the needs of our growing community of global athletes. Our culture reflects our community. We are continuously striving to hire and engage teammates from all backgrounds, experiences and perspectives because we know we are a stronger team together.

Strava is an equal opportunity employer. In keeping with the values of Strava, we make all employment decisions including hiring, evaluation, termination, promotional and training opportunities, without regard to race, religion, color, sex, age, national origin, ancestry, sexual orientation, physical handicap, mental disability, medical condition, disability, gender or identity or expression, pregnancy or pregnancy-related condition, marital status, height and/or weight.

We will ensure that individuals with disabilities are provided reasonable accommodation to participate in the job application or interview process, to perform essential job functions, and to receive other benefits and privileges of employment. Please contact us to request accommodation.

California Consumer Protection Act Applicant Notice https://docs.google.com/document/d/e/2PACX-1vSc8y6On4NlP5s12hf4kmWe_pvenVyQ78TbtVaz_clROhj9ADQ6kY4YScglBIuY2joKFKalOReX7vP_/pub

## About Strava

## Company Overview
- **One-liner**: Strava is an American internet service and mobile app for tracking physical exercise that incorporates social networking features, connecting millions of athletes worldwide.
- **Entity Type**: Private (funded with $151.8M total funding; most recent round likely Series F or equivalent, last major round was Series E in 2017)
- **Headquarters**: San Francisco, California, USA
- **Founded**: 2009
- **Founders**: Mark Gainey, Michael Horvath, Davis Kitchel, Chris Donahue, Mark Shaw, and Pelle Sommansson

## Core Business
- Primary industry/industries: Fitness technology, Social networking, Consumer software
- Target customers: B2C (individual athletes — runners, cyclists, hikers) and small B2B (employer wellness programs, fitness brands)
- Mission or purpose: To connect athletes to what motivates them and help them find their personal best

## Products & Services
- **Strava (Free Tier)**: Mobile and web app that uses GPS to track outdoor and indoor activities (running, cycling, hiking, swimming, yoga, and dozens more). Includes social feed, leaderboards, and segment challenges.
- **Strava Subscription (Summit/Paid)**: Premium features such as route planning, advanced analytics, segment leaderboard insights, safety features (Beacon), and training log.
- **Strava API & Platform**: Used by third-party apps (e.g., Garmin, Wahoo) and device makers to integrate workout data; also powers brand challenges and employer wellness integrations.
- **Strava Metro**: Aggregate data product for city planners and transportation departments to improve cycling and pedestrian infrastructure.
- **Recover Athletics (acquired 2022)**: Injury prevention and recovery programming integrated into the app.

## Market Standing
- **Valuation/Market Cap**: Not publicly disclosed (most recently valued at $1.5B+ in earlier rounds per news reports)
- **Key Metric**: Annual Revenue ~$163.5M; Total Funding $151.8M across 9 rounds (including debt financing in 2025)
- **Notable Investors/Partners**: Sequoia Capital, Madrone Partners, Jackson Square Ventures
- **Growth Signals**: +63.3% employee headcount growth YoY (363 to 496 employees); 31 active job postings (+63.2% YoY); billions of activity uploads from global community; growing international presence (23+ countries); acquiring talent from top tech firms (Apple, Google, Meta, Airbnb)

## Competitive Advantages
- **Network Effects**: Massive global community of athletes generates billions of activity uploads; leaderboards, segments, and social features create a powerful engagement loop that new entrants cannot easily replicate.
- **Data Moat**: World’s largest database of athletic activity data (GPS routes, effort metrics, weather conditions); this data is used for route recommendations, safety features, and infrastructure planning.
- **Strong Brand & Community Loyalty**: High NPS and brand recognition among runners, cyclists, and outdoor enthusiasts; the app is synonymous with fitness tracking for millions.
- **Platform Lock-In**: Deep integration with Garmin, Wahoo, Apple Watch, and hundreds of other devices makes switching costs high for athletes.

## Strategic Focus
- **AI/ML Personalization**: Heavy investment in AI (hiring Staff AI Engineer, Senior Engineer for ML/Data Products, Platform Engineer for GenAI/ML) to power smarter route recommendations, personalized training insights, and automated content.
- **Safety & Community**: Growing safety features (Beacon, incident detection) and community moderation to maintain trust.
- **International Expansion**: Opening offices in Dublin, Bristol, Denver, and Hanover; hiring regional account managers for APAC and LATAM.
- **B2B & Monetization**: Growing employer wellness partnerships and brand challenge sponsorships to diversify revenue beyond consumer subscriptions.
- **Platform Ecosystem**: Strengthening the developer platform and data partnerships (Strava Metro, third-party integrations).

## Why Work Here
- **Hybrid Work Model**: Employees work from physical offices (San Francisco HQ, Bristol, Denver, Dublin, Hanover) with a hybrid schedule (typical time onsite varies by role).
- **Career Growth**: Provides customized development tracks; many roles offer hands-on impact with a 500-person company that has scale (billions of data points) and startup energy.
- **Compensation**: Competitive salaries (Sr. SWE ~$188K avg, PM ~$142K avg), equity, and comprehensive benefits including dental, health, FSA, mobile phone discount, pet-friendly office, and free snacks/drinks.
- **Diversity & Inclusion**: Offers Employee Resource Groups and is actively hiring diverse talent (explicitly states commitment in career page).
- **Work-Life Balance**: Glassdoor rating of 3.7/5 (Work-Life 3.8, Culture 3.5); the company mission aligns with an active lifestyle (employees encouraged to use the product).
- **Team & Talent**: Strong engineering culture with many hires from Apple, Google, Meta, Airbnb; alumni network includes top tech companies.
- **Internship Program**: 12-week summer internship for software engineering (mentioned in recent posts).

## Sources
1. [strava.com](https://www.strava.com/about)
2. [strava.com](https://www.strava.com/careers)
3. [jobs.ashbyhq.com](https://jobs.ashbyhq.com/Strava)
4. [builtin.com](https://builtin.com/company/strava)
5. [linkedin.com](https://www.linkedin.com/company/strava-inc.)

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