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.
ClassPass offers thousands of fitness and wellness experiences worldwide, helping people lead active, balanced lifestyles. Our platform makes discovering and enjoying activities simple, personalized, and joyful—whether it's fitness classes, self-care sessions, a healthy lunch, or a new adventure. Join us in shaping healthier, more vibrant communities around the globe.
Job Summary
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 considering candidates who reside on the East Coast as there will be travel to the NYC Metropolitan area,
The Role You’ll Play
The 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
Experience You Bring
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
Have we piqued your curiosity?
Sound like the role for you? We’d love to hear from you! Even if you’re not 100% sure about the 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.