Chief Marketing Officer at The Class in New York, NY

Company Description

The Class is a global somatic movement and education platform founded by Taryn Toomey, with studios in New York and Los Angeles and a Digital Studio streaming to students in 78 countries. For fifteen years, we’ve been on a mission to ignite collective consciousness through individual practice.

Job Description

We’re hiring a Chief Marketing Officer to lead our next chapter and accelerate our current growth trajectory: bringing the method to more people, building excitement for the brand across every channel, and growing The Class into a sustainable, lasting globally recognized leader in the wellness space.

You’ll own the growth engine end to end, with direct accountability for Digital Studio subscription revenue. You’ll lead brand positioning, creative, content, social, influencer, partnerships and paid media, online and in our studios. You understand that brand and performance aren’t in tension: done well, each makes the other work harder and smarter.

You’ve grown a subscription or membership business before, ideally at a founder-led company where brand and authenticity matter as much as the numbers. You’ll partner with our Founder on the creative vision and with our CEO on business strategy.

This is a hands-on leadership role for a proven, confident expert who seamlessly bridges high-level strategic vision and operational execution. You’ll own the Digital Studio P&L, build and lead a highly-engaged and high-functioning team, and move easily between the smallest creative detail and the long-range plan. You’ll bring modern tools and AI into how we work, while keeping human creativity, taste and judgment at the center.

Reporting to the CEO and sitting on the executive team this is a hybrid role based in NYC with at least three days a week in the office.

What you'll own

Growth Strategy and Digital Subscription Revenue

• Own the strategy and activation for the end-to-end growth engine across brand, content, influencer, email and paid.

• Own the Digital Studio P&L and ARR growth end to end, including acquisition, trial conversion, retention, churn and win-back, with clear targets for ARR, MRR, cost per trial, trial conversion, churn, LTV:CAC and payback.

• Make student engagement a core growth lever: build onboarding, lifecycle and win-back programs that reduce churn and increase lifetime value while partnering with the Product and Experience team on the content strategy, product features and digital offerings.

• Own Digital Studio pricing, packaging, offers and promotions, including trial strategy, and test them against acquisition, retention and ARR.

• Set the channel strategy and budget, and manage the team/agencies across paid, organic, social, email/SMS, referral and community.

• Build a system and capability for ongoing testing across creative, offers, landing pages and onboarding, with a balance of brand and performance investment.

• Partner with the Product and Experience teams on the digital student lifecycle and metrics so marketing promises and the experience line up and digital engagement goals are met.

Brand Positioning & Brand Marketing

• Oversee how our brand positioning, identity and assets show up in marketing; sharpening and expanding our brand assets and positioning where and as needed.

• Ensure who we're for, what we stand for, and how we talk about the method is embedded into our marketing, consistent across all channels and brand activations, and aligned both with the market opportunities and the founding vision and brand values.

• Oversee the brand campaign strategy and performance, offering your expertise to help the Creative Operations team increase the efficiency of execution and workflows, in service of the entire business: Digital Studio, Studios, Field Study, Retreatments, Events, Partnerships and Retail.

• Partner with the SVP of Global Partnerships to develop tactics, campaigns, and pitch materials that will grow the brand partnership, retail and event business units.

Leadership, Team Management and Operational Oversight

• Be a true complement to the CEO and Founder — a trusted partner who extends the company’s reach, supports the development and execution of long-term strategy, and shares the load of leading the company while embodying The Class values and brand internally and externally.

• Own and manage the marketing budget and Digital Studio P&L, ensuring efficient capital allocation across performance channels, brand marketing, and team investments.

• Set, manage, and take full accountability for marketing KPIs and performance targets.

• Lead and build the marketing and creative function and team, with an emphasis on growth opportunities for our existing team and targeted hiring for subject-matter-expertise where its missing.

• Establish rigorous reporting structures, including weekly growth and financial reviews, to track ongoing P&L performance and present key metric outcomes to stakeholders.

• Lead and build a high-functioning, engaged and motivated team, and hold our agency and freelance partners to the same standard.

• Build a modern, AI-enabled growth infrastructure — the data, tooling, and increasingly AI-powered capabilities that let a lean team operate like a much larger one — built deliberately, with human judgment and creativity at the center of the system.
  

Qualifications

What you bring

• 10+ years in marketing, with at least 3 years in a senior leadership role owning the marketing or growth function as a VP, Head of, or first-time CMO. You might be a growth leader ready for your first CMO seat, or a seasoned leader drawn to this mission.

• A hands-on track record of growing a subscription or membership business, with fluency in cost per trial (CPT), LTV, CAC, payback, cohort retention, churn and win-back.

• Direct and recent experience driving acquisition and paid media, and comfort getting into the data yourself rather than waiting for a report.

• Track record of thriving in a founder-led early stage company with a strong brand, ideally in wellness, fitness, beauty, fashion or media.

• Deep authentic appreciation for brand, plus the judgment to balance brand building with performance marketing.

• Experience building and managing highly-engaged and high-functioning lean teams, including social, design, copy, creative operations and performance roles.

• A personal connection to The Class, and an authentic belief in the power and potential of the method on and off the mat.

Who you are

• A builder who is happy in the weeds and doesn't need a large team to get started.

• A kind, engaged, and thoughtful team leader who is eager to grow team members from within and collaborate cross-functionally.

• A strong communicator and team player with a warm approach who motivates others through clarity, compassion and curiosity.

• A strong partner to the CEO, able to bring a vision to market and push back with data when needed.

• A clear-headed and organized multitasker, someone who can run many campaigns at once without losing quality or attention to detail.

• Ideally a student of The Class, and at a minimum drawn to the mission and curiosity for the method

• Nice to have experience:

  • In content, media or creator-led brands,

  • partnership or business development

  • ecommerce

  • multi-channel business (in-person and digital)

• Someone who has built a marketing function or growth engine with a small team and a lean budget, doing much of the work themselves along the way.

• Entrepreneurial, resourceful, and hands-on — ready to roll up your sleeves to make things happen.

Additional Information

Location

This hybrid role is based in NYC, requiring a minimum of 3 days per week in our Tribeca office and/or Studio.

Compensation & Benefits

• The approximate salary range for this position is $175,000 –$250,000, plus potential for annual bonus tied to growth targets. The exact salary offered will be determined by factors including job-related skills, experience, and relevant education or training.

• The Class provides comprehensive health, dental, and vision benefits.

• Unlimited vacation.

• Complimentary Digital Studio access, in studio Class access, retail discounts and wellness perks.

• Opportunities for growth within a purpose-driven company.

All your information will be kept confidential according to EEO guidelines.