At Playlist, life's richest moments happen when people step away from screens to move, connect, explore, and play. We're building the definitive platform for intentional living, connecting people with inspiring experiences in fitness, wellness, and beyond. With popular brands like Mindbody and ClassPass, Playlist empowers businesses and individuals, making it effortless for aspirations to become actions. Join us in reshaping technology's role to foster meaningful, real-world connections.
Acquisition Marketing designs and delivers digital campaigns that attract new customers and expand our user base. The team uses channels including social media, search, app marketing, programmatic, and video advertising, applying data-driven insights to improve performance and drive efficient, sustainable growth. We are preferable to candidates who reside on the East Coast.
The Role You’ll PlayThe Director, Acquisition Marketing is responsible for new user acquisition for ClassPass across paid media and brand marketing. You’ll shape the full-funnel strategy, from building awareness and consideration to driving efficient conversion, while overseeing a multi-million-dollar media budget across global markets. As a member of the marketing leadership team, you’ll lead a multidisciplinary team and partner closely with Creative, Lifecycle, CRO, Analytics, and Product to balance near-term performance with long-term growth.
- Own global new user acquisition across direct response and demand generation, forecasting performance and adjusting strategy against growth targets
- Lead and develop a team spanning paid media, brand marketing, and analytics while fostering performance, creativity, and collaboration
- Manage the multi-million-dollar acquisition budget, optimizing channel and country allocation across short-term efficiency and long-term brand building
- Guide paid social, paid search, app, and programmatic media to deliver efficiently against LTV:CAC targets
- Build the upper-funnel media strategy across OOH, CTV, brand partnerships, and influencers, with clear objectives and measurement plans
- Drive seasonal, multi-channel campaigns with Creative, Lifecycle, CRO, and Product, creating a consistent journey from first impression through conversion
- Lead go-to-market media strategies for new markets, products, and TAMs while testing channels and formats that unlock new growth
- Advance full-funnel measurement through MMM, incrementality, and brand lift testing while holding agencies, platforms, and partners accountable for performance and value
- 10+ years of experience in consumer acquisition or growth marketing across brand and performance channels
- 5+ years of experience leading and developing multidisciplinary teams
- Proven success building brand campaigns, investing in upper-funnel media, and demonstrating impact on awareness and new customer growth
- Hands-on expertise across paid social, paid search, and programmatic media, including directing agencies and platform partners
- Experience managing large, complex marketing budgets, including forecasting, channel allocation, and spend strategy
- Strong understanding of full-funnel measurement, with the judgment to recognize data limitations and make informed decisions
- Strong brand and creative instincts, with experience briefing and partnering with creative teams on campaigns that build the brand and drive action
- Clear communication and stakeholder management skills, including presenting to executive leaders and managing external agencies and partners
The base salary range for this position in the United States is $173,925.00 MIN to $231,900 MID. The total compensation package for this position may also include a performance bonus, benefits and/or other applicable incentive compensation plans
Sound like the role for you? We’d love to hear from you! Even if you’re not 100% sure about potential fit, we still encourage you to apply. We’re looking for the right person, not the perfect series of checkboxes.
The Company is an Equal Opportunity Employer. We highly value diversity at our company and encourage people of all different backgrounds, experiences, abilities and perspectives to apply. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, disability status, or other protected characteristics.
By entering your email and phone number and submitting your application, you consent to receive emails, calls and SMS about your application and other roles at The Company, including by auto-dialer. Message and data rates may apply. Opt-out or text STOP to cancel at any time. If you are a California resident or reside outside the United States then by submitting your application you confirm that you have read, understood, agree and - where applicable - grant your prior, free, informed and express consent for the processing of your personal information, including sensitive personal information, as described in our California Applicant Privacy Notice or International Applicant Privacy Notice (as applicable).
Note: This description outlines key responsibilities but isn’t intended to cover every task or duty. Additional responsibilities may be assigned as needed to support the team and business goals.
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