Lifecycle Marketing Manager, Referrals & Onboarding at 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 ClassPass is on a mission to bring joyful movement to more people, and this role is all about amplifying that reach. As our Acquisition Marketing Manager, Referrals, you’ll lead the charge on ClassPass’s consumer referral program and new user onboarding experience. You'll partner closely with Product, Creative, and Finance teams to build and optimize marketing strategies that turn curiosity into commitment and new members into loyal fans. You’ll take a data-first approach to every campaign, connecting strategy with execution and scale. If you’re energized by performance metrics, thrive in cross-functional collaboration, and love finding the story in the numbers, this is your opportunity to make a measurable impact. • Own and evolve referral and onboarding strategies from idea to global rollout • Build and launch lifecycle campaigns using Braze and internal tools to drive engagement at every stage • Dive into data to identify referral trends, analyze acquisition drivers, and uncover opportunities for growth • Design A/B testing strategies and experiments that turn insight into action • Lead the referral experimentation roadmap, including messaging, incentives, and placements • Collaborate with Product and Creative to shape a seamless onboarding journey for new users • Define key lifecycle KPIs, maintain campaign reporting, and deliver clear recommendations to stakeholders • Align cross-functional teams around lifecycle marketing priorities that move the needle The Experience You’ll Bring • 3+ years in growth marketing, performance marketing, analytics, or similar data-driven roles • Strong experience using SQL and Excel to uncover and communicate insights • A track record of running lifecycle campaigns with measurable business impact • Deep familiarity with referral, onboarding, and engagement strategies • Confident building testing plans, interpreting A/B results, and applying learnings at scale • Skilled at juggling multiple campaigns and priorities with minimal oversight • Clear communicator and cross-functional collaborator—especially with Product and Engineering • Experience with Braze and tools like Asana or JIRA is a plus • Experience with paid media channels preferred (meta, google, Linkedin, bing, etc.) • It is the Company's intent to pay all Team Members competitive wages and salaries that are motivational, fair and equitable. The goal of the 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 base salary range for this position in the United States is $65,000 to $87,200. 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 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. By entering your email and phone number and submitting your application, you consent to receive emails, calls and SMS about your application and other roles at The Company, including by auto-dialer. Message and data rates may apply. Opt-out or text STOP to cancel at any time. 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