Sr. Director, Marketing en Classmates, Inc.

Opportunity

We’re looking for a bold, data-obsessed, and customer-centric Senior Director of Marketing to lead our digital marketing center of excellence and own the brand voice across the entire subscriber journey.

As a digitally native, direct-to-consumer subscription company, we operate entirely online—meaning your influence touches every part of the customer lifecycle. From discovery and conversion to engagement and retention, you’ll shape the strategy, voice, and execution of marketing that fuels growth and deepens loyalty.

This is an exciting opportunity for a marketing leader who thrives on cross-channel orchestration, team development, and translating insights into measurable outcomes. You’ll build and scale high-performing teams while guiding the brand narrative and performance strategy that drives sustainable growth.

Your Impact

1. Omnichannel Strategy & Execution

• Lead the development and execution of a full-funnel, digital-first omnichannel marketing strategy (paid media, email, SEO/SEM, lifecycle marketing, social, influencer, affiliate, etc.).
• Drive customer acquisition, activation, and long-term retention through personalized, data-informed journeys across all touchpoints.
• Continuously test, optimize, and scale campaigns based on performance, LTV, and CAC metrics.

2. Brand Voice & Messaging

• Own the development and consistent application of our brand voice across all customer touchpoints—web, mobile, email, social, ads, and support communications.
• Ensure messaging speaks clearly to our value proposition, brand promise, and customer needs across the entire funnel.
• Collaborate with creative, content, and product marketing teams to deliver storytelling that converts and connects.

3. Team Leadership & Marketing Center of Excellence

• Build, lead, and mentor a multidisciplinary marketing team, fostering a culture of innovation, experimentation, and excellence.
• Set clear KPIs and performance expectations, and provide regular coaching to enable team growth and development.
• Establish scalable marketing processes and frameworks to support company growth.

4. Customer Insight & Data-Driven Decision Making

• Serve as the voice of the customer, leveraging data, testing, segmentation, and behavioral insights to inform roadmap and campaign strategies.
• Use churn, engagement, and satisfaction data to optimize the subscriber experience and improve customer lifetime value.
• Partner with analytics and product teams to implement effective attribution models and marketing dashboards.

5. Cross-Functional Leadership

• Collaborate with Product, Engineering, Customer Support, and Finance to align marketing efforts with company objectives.
• Drive alignment on growth initiatives, brand strategy, campaign planning, and go-to-market execution.
• Serve as a strategic thought partner to executive leadership, bringing actionable insights and a test-and-learn mindset.

6. Forecasting, Budget Management & ROI

• Own and manage the marketing P&L, including budgeting, forecasting, and reporting on CAC, LTV, churn, and retention KPIs.
• Prioritize high-impact initiatives through rigorous analysis and ROI modeling.
• Establish and enforce operational excellence in campaign tracking, experimentation, and performance analysis.

What You Bring

• 10+ years of progressive marketing experience in digital-first, B2C environments—preferably with subscription-based or recurring revenue models.
• 6+ years in a leadership role managing marketing strategy, performance teams, and brand.
• Strong understanding of omnichannel digital marketing, including paid acquisition, email/lifecycle, SEO, and content.
• Deep experience with brand development and storytelling in fast-paced, digital-native brands.
• Proven ability to analyze complex data, build performance dashboards, and use insights to prioritize and scale initiatives.
• Demonstrated success in driving measurable growth while managing marketing budgets and ROI.
• Hands-on experience with MarTech platforms (e.g., CRM, ESPs, CDPs, analytics tools, etc.).
• Exceptional communicator and cross-functional collaborator, with a bias for action and a passion for customer impact.

Education

• Bachelor’s degree in Marketing, Communications, Business, or a related field required.
• MBA or equivalent experience is a plus.

Why This Role?

• Directly shape the growth of a fast-scaling digital subscription brand.
• Lead a smart, motivated team in a fully digital environment.
• Make your mark on a brand with purpose, personality, and momentum.
• Work with a collaborative, values-driven executive team who supports bold thinking and sharp execution.

Classmates
Classmates is the premier online, social, and mobile destination for reconnecting with the people from your high school years. Classmates offers the largest digitized collection of high school yearbooks online, with over 450,000 available to view, tag, sign, and share, and has the most comprehensive directory of high schools and class lists from the 1940s to today. 

Salary Range:

Min: $192,900
Mid: $218,400
Max: $244,900

The pay range reflects the salary amount the Company reasonably expects to pay for the position. It is not a guarantee of actual compensation or a specific payment amount to any candidate. The actual compensation will depend on numerous factors including, without limitation, a particular candidate’s experience and qualifications.

The Company's Applicant and Worker Privacy Notice can be found here.

PeopleConnect is an equal opportunity employer.

Local area candidates are encouraged to apply, and please note we are not able to offer visa sponsorship, visa transfer, or corp-corp arrangements.

Note for Principal Agencies - Principal agents should not forward resumes to PeopleConnect, as we will not be responsible for any fees arising from the use of resumes submitted from agencies without a prior written and signed agreement and authorized job order for this position in place.

PeopleConnect, Inc. is an equal opportunity employer