Lifecycle Marketing Program Specialist (ClassPass)

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.

The role you’ll play

Referrals aren’t just a channel at ClassPass—they’re one of our biggest levers for growth. As Lifecycle Marketing Manager, you’ll own the strategy and execution of our global referral program, driving both acquisition and engagement in one of our most dynamic, fast-moving teams. Sitting at the intersection of lifecycle and growth, this role is ideal for someone who’s analytical, curious, and excited to turn data into action. You’ll experiment, optimize, and scale referral programs that power ClassPass growth worldwide—while partnering cross-functionally to bring those ideas to life.

JOB SUMMARY:

The Lifecycle Marketing Specialist is responsible for developing and implementing strategic marketing programs and campaigns focused on the ClassPass consumer referral program and new user onboarding. Key responsibilities include diving deep into referral data, delivering actionable reporting and recommendations around referrals and social elements, launching lifecycle campaigns end to end using Braze and in-house tools, ideating and partnering closely with Product, Creative, and Finance on high-impact initiatives.

Day-to-day activities include analyzing referral acquisition drivers, managing referral campaigns and strategies, planning and running A/B tests, and optimizing key lifecycle KPIs like engagement. The ideal candidate has hands-on experience strategizing lifecycle campaigns, a strong grasp of marketing performance metrics, and a proven track record of implementing data-driven lifecycle strategies.

MINIMUM QUALIFICATIONS AND REQUIREMENTS:

• Bachelor’s degree in Marketing or related field
• 3+ years of experience in growth marketing, consulting, analytics or a data-driven marketing role
• Proven ability to manage multiple marketing campaigns simultaneously with minimal oversight
• Experienced in aligning marketing programs to the user lifecycle and deploying the right channels at the right time for the right audience.
• Results-driven, with experience developing testing strategies, ad hoc analysis and running AB tests
• Exceptional communicator with a history of effective cross-functional collaboration, especially with Product and Engineering teams
• Highly analytical with experience turning data into actionable insights and building to help make data-driven decisions
• Highly organized, with a bias for action and a strong sense of accountability
• Self-starter with a strong sense of ownership
• Required: SQL proficiency for data pulls
• Required: Advanced Excel skills
• Preferred: 1+ years of experience in Braze or email service provider
• Preferred: 2+ years of experience using project management software such as Asana, JIRA, etc.

PRINCIPAL DUTIES AND RESPONSIBILITIES:

• Analyze engagement and customer behavior metrics by cohort; provide forecasts and variance justifications for referral acquisitions
• Manage the experimentation roadmap for referrals to optimize performance through messaging, incentives, placements and other referral levers
• Analyze referral test results and identify actionable opportunities to improve performance and drive scale
• Regularly report on the performance of referral acquisitions and new user engagement metrics, delivering actionable insights and clear recommendations
• Collaborate with Creative, Product, and FP&A teams to shape and own the onboarding experience roadmap
• Launch and scale referral and onboarding tests from ideation through global rollout
• Design and execute A/B testing strategies to improve KPIs and inform future campaigns
• Map consumer flows, identify friction points, and propose scalable solutions and short-term testing workarounds
• Define lifecycle KPIs, build and maintain reporting, and communicate insights to stakeholders
• Influence and align cross-functional stakeholders on Lifecycle Marketing initiatives

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 potential fit, we still encourage you to apply. We’re looking for the right person, not the perfect series of checkboxes.

Playlist 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.

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