Director of Performance Marketing

About the Role: The 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.

• 6+ years in performance marketing with direct, hands-on campaign management experience.
• Proven success scaling acquisition and retention for a subscription or membership-based business.
• Expert-level proficiency in Google Ads (Search/Shopping), Meta Ads, and YouTube.
• Mandatory proven experience implementing AI-driven automation, advanced bidding strategies (PMax, value-based bidding), and platform scripts.
• Deep understanding of CAC, LTV, ROAS, and funnel analytics.
• Strong analytical and data storytelling skills; advanced Excel/Sheets and dashboard fluency.
• Experience managing budgets and optimizing spend across multiple channels.
• Comfortable managing agency partners but able to fully own execution independently.
• Knowledge of CRM, lifecycle marketing, and conversion optimization.

Highly Desirable

Experience in fitness, wellness, or franchise environments.

• Familiarity with tools such as Iterable, Segment, Snowflake, GA4, Shopify, Mixpanel and Tableau.
• Experience with affiliate, CTV, influencer, direct mail, or offline performance marketing.
• Direct experience with creative generation tools (e.g., Midjourney, Firefly) for performance marketing asset iteration.
• Prior application of LLMs (Large Language Models) for optimizing ad copy or keyword research.
• Understanding of franchise or local-market paid media support.

ABOUT BARRE3

Barre3 is a fitness company building communities based on body positivity and inclusivity—and this starts with the workplace.

OUR COMMITMENT TO DIVERSITY, EQUITY, AND INCLUSION

Community is at the core of barre3, and we believe that a culture of well-being can only thrive when we collectively embrace diversity and inclusion across all races, genders, gender identities, sexual orientations, ages, cultures, religions, abilities, bodies, socio-economic statuses, and experiences. We acknowledge there is more we can do to create an environment in which all people are seen, all voices are valued, and all individuals are treated with compassion, respect, and dignity. We commit to do the work.

WHAT YOU GET:

• A flexible, hybrid or fully remote working environment, including opportunities to work remotely and at the Portland Home Office based on location
• Generous medical, dental and vision plans
• Paid holidays, sick and vacation time to empower a healthy work-life balance
• A competitive salary with 401k company-matching, because we care about your future
• Free unlimited access to barre3 online and Portland barre3 classes