Senior Director of Marketing, Beauty & Wellness

About the role

Playlist is launching a new business unit to deliver industry-leading tech solutions to beauty and wellness professionals. The Senior Director of Marketing will own demand generation and product marketing for this division. This leader will:

• Build 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 technology.
• Develop a demand generation strategy that blends existing playbooks with a fresh perspective on reaching the Beauty & Wellness audience, leveraging 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, deciding what to hire, outsource, automate, and deprioritize.
• Operate and manage the demand generation engine, including all paid and organic channels, ensuring both volume and quality of leads are met, as measured by downstream conversion, retention, and payback.
• Own product marketing for both newly launched and existing products, including positioning, messaging, and competitive differentiation.
• Hire, develop, and lead the marketing team, building 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 lead routing, seller equipping, and improving conversion.
• Serve on the 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 in the technology space, preferably in a high-growth, startup-type environment.
• 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.
• Hands-on experience running paid media, 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 marketing to small business audiences or to business or end consumers in the Beauty & Wellness industry, a plus.