Director Of Performance Marketing - Remote Eligible

AI-Driven Growth Architect

Barre3 is seeking a data-driven, hands-on performance marketing leader to own customer acquisition and retention across paid digital channels and national franchise brand marketing. This role is ideal for a marketer who loves diving into data, harnessing the power of AI/automation for optimization, and scaling both digital membership and in-studio growth with maximum efficiency.

As the Director of Performance Marketing, you will manage and scale campaigns across Meta, Google Ads, YouTube, and emerging platforms, leveraging automated bidding, responsive formats, and predictive modeling. You will develop full-funnel strategies to improve CAC, ROAS, and LTV, driving profitable growth across barre3's franchise network and digital subscription.

This is a high-impact, player-coach role that blends strategy, analytics, intelligent automation, creative testing, and cross-functional collaboration with the Brand, Lifecycle, and Franchise Marketing teams. You'll have the chance to shape barre3's digital marketing engine, influence strategy, and make a measurable impact to fuel our north star purpose - to prove that our mindful approach to fitness transforms women's bodies, lives, and business.

Key Responsibilities

Strategy & Execution

• Develop, execute, and optimize national performance marketing campaigns across paid social, search, video, and programmatic channels.
• Design and implement automation scripts and rules (e.g., using Google Ads Scripts or third-party tools) to manage budget pacing, bidding, and alerts efficiently.
• Own the performance marketing calendar and align campaigns with brand, promotional, and seasonal initiatives.
• Build, test, and scale paid campaigns focused on driving high-quality leads and membership conversions.
• Manage agency or vendor partners as needed for campaign execution or creative production.
• Partner with Brand & Creative to optimize assets that drive measurable results, including exploring generative AI tools for creative iteration.

Optimization, Analytics, Attribution & Reporting

• Monitor and analyze campaign performance to optimize spend, targeting, and creative based on key metrics (CPL, CAC, ROAS, conversion rate).
• Integrate machine learning and platform-native bidding strategies (PMax, tROAS) to maximize efficiency and forecast outcomes.
• Build dashboards and performance reports for leadership, highlighting insights and recommendations.
• Manage attribution, tracking, and data integrity across all campaigns.
• Collaborate with analytics and finance teams to forecast and report marketing ROI.
• Audit and improve landing pages, signup flows, and paid funnels to increase conversion.
• Lead A/B testing across creative, messaging, and user experience, utilizing automation for rapid testing and scaling.
• Partner with Digital and Product teams to optimize cross-channel journeys (studio + online).

Cross-Functional Collaboration

• Partner with brand, creative, and communications teams to ensure campaigns align with brand identity and messaging.
• Work closely with operations and franchise marketing teams to ensure alignment between national marketing and in-studio goals.
• Collaborate with product and CRM teams to drive conversion and retention across the customer lifecycle.

Technology & Innovation

• Oversee and strategically evolve the digital marketing tech stack, specifically identifying opportunities to replace manual processes with automation and AI tools.
• Evaluate and implement new tools and channels to stay ahead of industry trends.
• Maintain compliance with data privacy and platform policies.

Performance Metrics

• Cost per Lead (CPL) & Cost per Acquisition (CPA): Driving efficiency in top-of-funnel and bottom-of-funnel costs.
• Return on Ad Spend (ROAS): Maximizing revenue and profit from all paid media investment.
• Customer Lifetime Value (LTV): Ensuring acquisition is focused on high-value, high-retention members.
• Conversion Rate (Lead → Member): Optimizing funnel stages from initial inquiry to paid subscription or studio membership.
• Budget Efficiency and Forecasting Accuracy: Strategic management of budget allocation and reliable prediction of marketing ROI.
• Brand-Level Awareness and Engagement Metrics: Tracking the impact of paid efforts on brand health and top-of-funnel demand.