Wellness Lifecycle Engagement Lead

Virgin Active South Africa (Pty) Ltd; Cape Town; On-site; ZAR 700,000 - 1,100,000; Full time

Job summary

You will collaborate with Marketing, Product, Digital and Data teams to design cross-channel campaigns, optimise journeys with A/B testing, and drive measurable member value and loyalty.

Responsibilities

• Develop and manage the member engagement plan across key lifecycle stages including onboarding, habit formation, usage stimulation, retention, win-back and cross-sell/upsell opportunities.
• Understand territory business priorities and translate them into engagement programmes, campaign briefs and journey requirements.
• Define the role of channels, messaging principles, contact approach and behavioural nudges to support the right message, to the right member, at the right time.
• Identify moments of truth in the member journey and motivate engagement interventions that improve member experience, loyalty and retention.
• Conduct A/B testing on journeys to optimise engagement and take-up.
• Own the day-to-day operational excellence and agile work process for the Global Braze Technical Team, ensuring a clear and efficient flow of work from intake and prioritisation through to delivery.
• Manage a single prioritised global backlog and delivery roadmap, balancing territory priorities, campaign delivery, technical enhancements, business-as-usual activity and urgent issues.
• Facilitate agile ways of working across the team, including work intake, backlog refinement, sprint planning, delivery check-ins, dependency management and retrospectives.
• Coordinate team capacity and resource allocation across territories, ensuring work is appropriately scoped, sequenced and assigned to the right technical capability.
• Track throughput, delivery timelines, blockers, dependencies and service performance, proactively resolving or escalating constraints that affect delivery.
• Continuously improve workflows, templates, hand-offs and ways of working to increase delivery speed, quality, transparency and execution confidence across territories.
• Manage campaign planning, briefing, prioritisation and coordination across Content, Design, CRM Solution Architects, Data and territory stakeholders.
• Ensure campaign briefs are clear, member-centric and actionable, with defined audience, objective, channel, timing, measurement and content requirements.
• Partner with the Global MarTech Manager to ensure technology, data and journey execution support the engagement strategy.
• Coordinate creative, copy and channel requirements to ensure consistent and effective member messaging across touchpoints.
• Be the key point of contact for engagement stakeholders and teams, managing priorities, updates, expectations and approvals.
• Build strong working relationships with Marketing, Product, Operations, Digital, Data and club support teams.
• Present engagement roadmaps, campaign plans, performance results and recommendations to relevant stakeholders.
• Maintain a clear view of territory needs and campaign pipelines to support prioritisation and resource planning.
• Review engagement, campaign and member behaviour data to identify opportunities for improvement.
• Report on campaign effectiveness, lifecycle programme performance, member engagement uplift and retention contribution.
• Use test-and-learn methods to optimise messaging, timing, audience selection, content and channel mix.
• Monitor competitor and industry trends in membership engagement, loyalty, wellness and digital communications.

Tools

Braze

Job description

You will collaborate with Marketing, Product, Digital and Data teams to design cross-channel campaigns, optimise journeys with A/B testing, and drive measurable member value and loyalty.