Senior Director of Marketing, Beauty & Wellness

About the Company

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 Class Pass, 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.

Playlist is launching a new business unit to deliver industry-leading tech solutions to beauty and wellness professionals: the spa and sauna operators, salon owners, estheticians, lash and brow artists, and barbers who make up one of the largest and most fragmented small business categories in the world (annual consumer spending $500b+). Reporting directly to the President of Beauty & Wellness, the Senior Director of Marketing will own demand generation and product marketing.

This leader will build and oversee a marketing engine for Playlist's existing suite of SaaS products in the category, but will also be responsible for taking several soon-to-launch, AI-native new products to market. This is a rare and exciting opportunity to build and define the marketing function for a newly constituted division in a highly entrepreneurial, zero-to-one environment, nested inside a company with the distribution, data, and capital to succeed in the category.

• Develop a point of view on how Playlist reaches beauty and wellness professionals at scale, grounded in deep understanding of how these operators discover, evaluate, and buy the technology they run their businesses on
• Build the divisional demand generation strategy, blending the best of our existing playbooks with a freshly developed perspective on how to best reach the Beauty & Wellness audience, and effectively incorporating Playlist's unique advantages of scale and distribution across a multi-product portfolio
• Launch the division’s first AI-native products and find and win early adopters via high-velocity iteration across channels and strategies
• Build an AI-native marketing function from the ground up; decide what to hire, outsource, automate, and deprioritize
• Operate and manage the demand generation engine including all paid and organic channels, with accountability for both the volume and the quality of leads generated, as measured by downstream conversion, retention, and payback
• Own product marketing for both newly launching and existing products, including positioning, messaging, and competitive differentiation
• Hire, develop, and lead the marketing team, and build an internal culture of excellence that values analytical rigor, rapid iteration and experimentation, entrepreneurial scrappiness, creativity, and pride of work
• Partner closely with SMB Sales and Strategic Accounts leadership on how leads are routed, how sellers are equipped, and how both functions jointly improve conversion
• Serve on leadership team of the Beauty & Wellness division and contribute thought leadership to divisional strategy and performance across all domains and functions, not just marketing

• 10+ years of experience in B2B marketing, growth marketing, or a related analytical or commercial discipline such as consulting or finance in the technology space; experience in a high-growth, startup-type environment highly preferred
• Strong commercial acumen and understanding of B2B SaaS subscription business models, unit economics, and sales-led go-to-market, including command of customer acquisition cost, lifetime value, payback period, and retention by cohort
• Track record of owning both paid and organic…