Senior Director of Marketing - Beauty & Wellness

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.

About the role 

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. 

The role you’ll play 

• 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 

Experience and skills you’ll bring 

• 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 acquisition channels, including hands-on experience running paid media rather than directing it through an agency 

• Experience planning and executing channel strategies and campaigns, managing significant media budgets, and running high-velocity experimentation programs 

• Fluency with AI tools and an AI-oriented mindset to evolving marketing processes and operations 

• Strong analytical rigor, including fluency in data and analytics tools such as SQL, Excel, Google Analytics, Tableau, and similar 

• People management experience, with demonstrated ability to build and develop teams in a fast-paced, dynamic environment 

• Experience in high-growth, high-ambiguity, entrepreneurial environments where marketing playbook and strategy had yet to be established 

• Exceptional verbal and written communication skills, with the presence to represent the division to customers, partners, and industry audiences 

• Strong sense of personal accountability, ownership, and pride of work; high levels of initiative and flexibility, and unwavering integrity and professionalism 

• Experience marketing to small business audiences, or to business or end consumers in the Beauty & Wellness industry, a plus 

It is the Company's intent to pay all Team Members competitive wages and salaries that are motivational, fair and equitable. The goal of Company's compensation program is to be transparent, attract potential employees, meet the needs of all current employees, and encourage Team Members to stay with our organization. Actual compensation packages are based on several factors that are unique to each candidate, including but not limited to skill set, depth of experience, certifications, and specific work location.

 The total compensation package for this position includes a base salary and 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.