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About the Role
Activate is redefining how the world plays by fusing a game, a workout, and a party into one unforgettable experience. The Director, Growth & Revenue Marketing owns Activate Games Stores (AGS) growth and revenue marketing, including performance, paid, lifecycle, and CRM, supporting all corporate Activate stores.
Responsibilities
- Own performance marketing, lifecycle marketing, CRM, demand generation, and customer retention across Activate corporate stores, ensuring all marketing activity is directly tied to revenue targets.
- Develop and lead the growth strategy and demand plan, with clear execution plans that support store, regional, and overall AGS revenue goals.
- Translate AGI’s national brand and product work into store-level bookings, adapting plans based on local performance, customer behavior, and market opportunity.
- Analyze demand generation, loyalty, retention, and churn trends to identify opportunities that increase repeat visits, reduce customer acquisition costs, and strengthen customer lifetime value.
- Monitor store and regional performance trends, identify actions to sustain strong markets, improve lagging markets, and support consistent revenue growth across the portfolio.
- Make informed trade-offs across channels, programs, and audiences to optimize investment, growth impact, and customer engagement.
- Leverage customer behaviour insights and operational opportunities to increase bookings during non-peak times and strengthen retention strategies.
- Own the store growth, revenue, and P&L investment plan, ensuring marketing spend and priorities are aligned to measurable revenue outcomes.
- Build and manage the 12-month operating plan and 3-year roadmap, aligning growth initiatives to forecasted demand, revenue targets, and business priorities.
- Partner on the budgeting process to prioritize activities and investments that support growth, retention, and store performance goals.
- Establish a weekly, monthly, quarterly, and annual planning rhythm, with clear visibility into how stores and regions are trending against plan.
- Define and measure program success, using performance data to refine plans, adjust budget recommendations, and optimize channel investment.
- Lead, coach, and develop the CRM Specialist and Paid Digital Specialist, providing clear direction, prioritization, and support to drive strong team performance.
- Stay close to the work and step in when needed to remove roadblocks, accelerate execution, and support high-impact initiatives.
- Scale the team’s capabilities over time by improving systems, tools, workflows, and the practical use of AI within the marketing function.
- Represent growth marketing as part of the AGS leadership team, ensuring priorities, performance insights, and opportunities are clearly represented.
- Partner with the AGI corporate marketing team on national campaigns, brand standards, product launches, and market activation plans.
- Partner with the Director of Communications, PR & Influencer on initiatives that strengthen demand in lagging markets and maintain momentum in leading stores.
Requirements
- 10+ years in growth and performance marketing leadership at multi-unit consumer brands, retail, restaurants, entertainment or fitness.
- Competent in various platforms and systems to lead the work credibly lead hands on when required (ie. Meta, Google, Braze).
- Led a growth / performance function end to end – paid, lifecycle, CRM.
- Built and led a marketing team – close to the work.
- Owned a marketing P&L at scale and committed to revenue against it.
- Built marketing planning and operating cadence from the ground up at a growth-stage company.
- Deep on measurement - can interrogate attribution and spot when the numbers don’t add up.
- Use AI to materially change what a marketing function can produce.
- Strong leadership abilities with experience managing programs and fostering a collaborative work environment.
- Demonstrated ability to manage multiple projects, prioritize tasks, and meet deadlines in a fast-paced environment.
- Exceptional written and verbal communication skills, with the ability to create compelling content and effectively deliver key messages.
- High degree of professionalism, confidentiality, and ethical judgment.
- Successful completion of a criminal record check is a condition of employment for this position.
Skills
- Performance marketing
- Lifecycle marketing
- CRM
- Demand generation
- Customer retention
- Meta
- Braze
- AI
- Measurement
- Attribution
Location
- Winnipeg
- Remote (out-of-province)
Work Type
- Full-time
- Permanent
Experience Level
- Director
Education Level
- Bachelor's degree in Marketing, Business, Communications, or relevant field
Benefits
- Competitive salary
- 401(k)
- Medical insurance
- Dental insurance
- Vision insurance
- Basic life insurance
- Employee assistance program (EAP)
- Paid time off
- Free game play
- Employee discounts
About the Company
- Activate is redefining how the world plays across Canada, US, and beyond into the global market.
- We’re a technology company that fuses a game, a workout, and a party into one unforgettable experience.
- We believe play should move people - physically and socially.
- Behind every room, you’ll need your reflexes, wits, and a team to beat the challenges - it’s easy to start, hard to beat.
Equal Opportunity
- Activate is an equal opportunity employer. All qualified applicants will receive consideration for employment.
- Activate is committed to providing access, equal opportunity and reasonable accommodation for individuals with disabilities in employment, its services, programs and activities.
- To request reasonable accommodation for a protected characteristic, contact hr@playactivate.com which is an email monitored for this purpose.