Responsibilities

• Funnel Optimization & Conversion: Maps and optimizes every stage of the acquisition funnel from first click through in‑studio conversion and repeat purchase. Diagnoses drop‑offs, quantify friction, and prioritizes improvements that yield measurable conversion lift and revenue acceleration.
• Builds and maintains a dynamic conversion taxonomy segmented by journey stage, channel, creative, and audience. Use both attribution data and qualitative intent insights to surface where and why users fail to progress and design interventions that resolve those barriers.
• Leads a structured A/B and multivariate testing roadmap across landing pages, booking flows, offer constructs, and CRM triggers. Each test includes a clear hypothesis, success thresholds, and documented learnings to drive repeatable funnel optimization.
• Partners with Contact Center and Studio Operations to bridge digital acquisition and in‑studio appointments, translating frontline feedback into funnel optimizations that improve consultation show rates and package conversion.
• Monitors funnel velocity, cost per progression, and marginal CAC to identify saturation points and diminishing returns. Implement budget reallocations based on conversion elasticity rather than top line spend efficiency, optimizing each channel to its highest marginal yield.
• Demand Generation: Owns the strategy and performance of all paid and organic acquisition channels, including paid search, paid social, display, programmatic, and emerging platforms, as well as organic channels such as SEO, lifecycle touchpoints, and on‑platform discovery. This role collaborates with Brand to convert demand into booked revenue.
• Growth Strategy: Develops tailored value propositions, messaging, and other strategies that resonate with each audience segment’s unique needs and motivations. These strategies may span paid media, partnerships, promotions, and localized activations, with a focus on testing, learning, and scaling what proves most effective over time.
• Analytics & Reporting: Builds and maintains scalable, executive-ready dashboards that provide clear visibility into acquisition performance, studio-level trends, and overall portfolio health. Ensure metrics are accurate, actionable, and aligned to business goals, enabling data-driven decision-making across teams and leadership.
• Translates complex data and performance signals into clear, actionable insights, delivering concise recommendations and performance narratives to executive stakeholders. Proactively identify trends, risks, and opportunities and influence strategic decisions through compelling data storytelling.
• Owns growth forecasting across acquisition channels and lifecycle stages, partnering closely with Finance to develop and maintain revenue models. Ensures forecasts reflect performance realities, investment scenarios, and growth initiatives, supporting confident planning, budgeting, and long-term strategy.