Director, Acquisition Marketing

About the role

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

Pay and benefits

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.