Senior Director of Marketing, Beauty & Wellness division

Playlist

About The Position

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.

Requirements

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

Nice To Haves

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

Responsibilities

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