Lifecycle Marketing Manager, Partner Acquisition

ClassPass; New York (NY); Remote; GBP 60,000 - 90,000; Full time

Job summary

Playlist is seeking a Lifecycle Marketing Manager on our Partner Marketing team to own post-lead activities, nurture programs, and convert to signed partnerships.

You will work with Sales and MarTech to optimize the funnel, build targeted nurture journeys, and ensure data-driven decisions across email and SMS campaigns. This role emphasizes collaboration, experimentation, and tangible growth impact.

Qualifications

• B2B lifecycle/CRM/demand gen marketing in a sales-led funnel with proven nurture programs.

Responsibilities

• Own the partner acquisition funnel from lead to signed partner; track conversion and lead quality at every stage; identify drop-offs and reasons.
• Build and run lead nurture programs for new leads, uncontacted leads, and re-engagement; manage end-to-end campaigns including email, with SMS expansion where valuable.
• Collaborate with Sales on handoff, follow-up cadences and recycled leads; support Inbound Sales with email cadences.
• Own funnel tracking and data quality; partner with MarTech/RevOps on scoring, routing and attribution; consider platform migrations for nurture.
• Set up and run A/B tests across emails, landing pages, sequences, and offers to improve conversion step by step.
• Build reporting showing funnel performance, pipeline impact and lead quality by source (SEO/AEO, organic, paid, referral) using SQL and Hex; translate data into recommendations.

Skills

Lifecycle marketing

CRM

Demand generation

Email marketing

SQL

Analytics

A/B testing

Lead nurturing

Collaboration with Sales

Marketing automation

Tools

HubSpot

Braze

Salesforce Marketing Cloud

Marketo

Snowflake

Hex

Job description

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

On the Marketing team, creativity, collaboration, and camaraderie come to life every day. We move fast, think strategically, and turn data into meaningful growth. As the Lifecycle Marketing Manager on our Partner Marketing team, you'll own what happens after a lead comes in. Our acquisition team brings in interest from fitness, wellness, beauty and F&B businesses. Your job is to make sure every one of those leads is nurtured, followed up and moved quickly and efficiently down the funnel to a signed partnership. You'll build the nurture programs that keep leads engaged, work hand in hand with Sales so leads are handed over and followed up at the right moment, and partner with MarTech to make sure every lead is tracked and routed correctly. When leads stall, you'll find out why and fix it.

• Own the partner acquisition funnel from the moment a lead comes in to signed partner. Track conversion and lead quality at every stage, and spot where leads drop off and why.

• Build and run lead nurture programs for every point where leads stall: new leads Sales hasn't reached yet, unresponsive leads, and cold or closed-lost leads worth re-engaging. Own campaigns end to end, from segmentation and personalization to QA and launch. Email is the core channel today, and you'll help expand into SMS where it adds value.

• Work closely with Sales to agree how leads are handed over, followed up and recycled, so no qualified lead falls through the cracks, and support Inbound Sales with their follow-up email cadences.

• Own funnel tracking and data quality. Partner with MarTech and RevOps on lead scoring, routing and attribution, and drive fixes wherever leads are mis-routed or lost. Help shape changes to our marketing tech stack, including a potential move of partner nurture to a new platform.

• Set up and run A/B tests across emails, landing pages, sequences and offers, getting into the details to improve conversion step by step.

• Build the reporting that shows funnel performance, pipeline impact and lead quality by source (SEO / AEO, organic, paid and referral), using SQL and Hex. Turn the data into clear recommendations for Marketing, Sales and channel owners.

Experience You Bring

• Experience in B2B lifecycle, CRM or demand generation marketing within a sales-led funnel (MQL to SQL to closed-won), with a track record of nurture programs and clear, persuasive email copy that measurably improved conversion and shortened time to close.

• Hands-on experience with a marketing automation platform such as HubSpot, Braze, Salesforce Marketing Cloud or Marketo (required). You build workflows, segments, triggered journeys and emails yourself.

• Strong SQL skills (required), using tools like Snowflake or Hex to build recipient lists, analyze the funnel and create readouts.

• A track record of partnering closely with Sales on handoff rules, follow-up and email cadences that get responses.

• A strong grasp of funnel tracking, lead scoring, routing and attribution. You can spot when data or routing is breaking and work with MarTech and RevOps to fix it.

• A solid understanding of email performance and deliverability (SPF, DKIM, DMARC, sender reputation), and a rigorous approach to A/B testing tied to conversion and revenue.

• Hands-on experience using AI tools to build smarter, more personalized nurture programs.

• Nice to have: building emails in Braze (HTML/CSS, Liquid, Connected Content), platform migration or technical data setup, an understanding of how SEO / AEO affect lead quality, and experience marketing to SMBs or on the supply side of a marketplace.

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.