Lifecycle Marketing Manager, Referrals & Onboarding

ClassPass is a platform that connects people with fitness and wellness experiences to promote active lifestyles. In this role, you will lead the consumer referral program and onboarding experience, partnering with various teams to develop and optimize marketing strategies aimed at increasing user engagement and retention.

Responsibilities:

• 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

Requirements:

• 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.)