Jaybird Studios & Lagree West
Growth & Digital Director
About Us
Lagree West and Jaybird are sister brands, providing two different ways to move under one shared operating philosophy.
Lagree West offers high-intensity, low-impact, Pilates-inspired classes that build strength and flexibility. We're known for exceptional instruction, a strong mind-to-muscle connection, and warm service that feels personal. You’ll find us in seven studios across Vancouver and Victoria.
Jaybird is a mindful, music-driven experience in a heated infrared room, lit by candlelight. With four studios in Vancouver and Toronto, our Pilates- and Yoga-inspired classes invite you to be present, move with intention, and feel yourself on a deeper level.
Our Team
Joining our team means helping create the kind of experience people look forward to all day. We care about how guests feel in the room, how we support each other, and how we show up every shift. We hold ourselves to a high standard and take pride in delivering consistent excellence, from the first hello to the last stretch.
Our values of Creating Amazement, Growth Mindset, and Pure Connection shape how we show up for guests and for each other. They’re the standard we hold, the way we lead, and the reason our studios feel the way they do.
Role Summary
The Digital & Growth Marketing Director drives the revenue engine for Lagree West and Jaybird, overseeing digital commerce, performance marketing, pricing strategy, and the full digital guest journey. This role leads data-backed, guest-centric strategies that scale acquisition, conversion, retention, and revenue across all digital touchpoints.
As both a commercial strategist and hands-on operator, this role oversees the marketing budget, sets growth KPIs, manages pricing recommendations, and ensures every campaign and optimization supports business goals. The Director co-leads the marketing team alongside the Brand & Creative Director, partnering on campaign planning, cross-channel integration, and ensuring that creative excellence and performance discipline work in lockstep.
This role also oversees the digital commerce ecosystem, including websites, booking flows, CRM, automations, app experience, landing pages, referral/affiliate channels, checkout paths, and any retail or ecomm touchpoints. The Director collaborates closely with studio operations and leadership on market expansion, launch strategy, and commercial planning.
Core Responsibilities
Digital Commerce Strategy & Performance
Own the full digital commerce landscape, including websites, booking flows, CRM journeys, automations, landing pages, app experience, ecomm/retail, referral/affiliate system frameworks, and conversion funnels.
Own the full digital commerce landscape, including websites, booking flows, CRM journeys, automations, landing pages, app experience, ecomm/retail, and conversion funnels, ensuring each channel is optimized for performance, scalability, and commercialization.
Establish referral and affiliate frameworks to align relationship-building with growth outcomes.
Develop and execute the digital growth strategy aligned with business goals and guest insights.
Owns the digital marketing budget, forecasting spend and optimizing allocation across paid media, CRM, and growth tools to maximize ROAS, CAC, and LTV.
Build and optimize the full-funnel growth engine across paid media, SEO, CRM, conversion, and retention channels.
Drive pricing and promotional strategy; develop recommendations to ensure commercial goals are met, and co-approve campaigns with the Brand & Creative Director to align on storytelling, tone, and offer structure.
Drive pricing and promotional strategy, ensuring commercial goals are met, and co-approve campaigns in partnership with the Brand & Creative Director to align on storytelling, tone, and offer structure.
Paid Media & Channel Ownership
Lead paid acquisition strategy across Meta, Google, TikTok, and emerging channels.
Own and oversee all paid media in-house, including strategy, execution, and ongoing maintenance, with support from internal team members and/or external contractors as needed.
Manage performance budgets, pacing, forecasting, and experimentation.
Direct internal team members and/or external agencies or contractors to maximize acquisition efficiency and channel performance.
CRM, Retention & Lifecycle Marketing
Own retention and lifecycle strategy from lead → intro → member → loyalist.
Oversee email, SMS, segmentation, and automations to drive LTV, reduce churn and improve retention.
Implement dynamic content and personalized flows across all guest journeys.
Digital Guest Experience
Oversee UX and conversion improvements across the site, landing pages, booking flows, app, and pre-/post-class automations.
Ensure every digital interaction is frictionless, branded, and optimized for conversion.
Partner with operations to connect the digital journey with in-studio experience.
Collaborate with the Community & Partnerships Manager to align the digital journey with corporate and ambassador partnerships
Growth Analytics, Data & Tooling Ownership
Own growth dashboards, analytics, attribution, UTM standards, and reporting frameworks.
Select, maintain, and optimize the marketing tech stack (CRM, SMS, analytics, automation, referral tools).
Drive insights-driven decision making through A/B testing, experimentation, and segmentation.
Marketing Team Leadership & Collaboration
Co-lead the marketing team with the Brand & Creative Director, fostering alignment across creative, brand, and performance.
Lead your team; providing regular mentorship and development opportunities
Establish clear workflows, priorities, and communication rhythms across the team.
Collaborate with the Brand & Creative Director on campaign planning, integrated briefs, and go-to-market execution.
Studio Growth Strategy & Cross-Functional Partnership
Support studio expansion efforts, including market analysis, launch strategy, pre-sale funnels, and local acquisition.
Partner with studio, product, and operations leaders to align digital efforts with guest experience and commercial goals.
Drive innovation in tools, automation, and AI-enabled workflows to scale marketing efficiency.
Key Requirements
Must-Haves
10+ years of experience in digital marketing, with 3–5 years in a senior or leadership role
Proven success owning and optimizing paid media strategy and execution across digital channels
Strong command of growth metrics like ROAS, CAC, LTV, and the ability to act on insights
Deep understanding of CRM and lifecycle marketing to drive retention and conversion
Strong commercial instincts—can lead pricing and promotional strategy with business impact in mind
Confident owning the digital guest journey from booking flows to landing pages to app UX
Natural team leader and cross-functional partner who can set vision and build alignment
Nice-to-Haves
Experience with membership models, multi-location brands, or the wellness space
Familiarity with referral, affiliate, or influencer-led growth programs
Creative fluency and the ability to align performance strategy with brand storytelling
Interest in using AI tools or automation to streamline workflow or improve personalization
Measures of Success
Growth & Revenue Impact
ROAS, CAC, and LTV targets consistently met or exceeded.
Improved trial-to-member conversion and retention metrics.
Digital revenue and influenced revenue meet forecasted growth targets.
Execution & Optimization
Digital campaigns launch on time with clear KPIs.
Regular testing, experimentation, and insights that move performance forward.
Pricing and promotional strategies reflect data and drive results.
Team Leadership & Collaboration
High alignment and collaboration across the marketing team.
Clear co-leadership and unified campaign planning with the Brand & Creative Director.
Positive development and performance of the Marketing Manager and Coordinator.
Digital Guest Experience
Conversion rates improve across booking flows, landing pages, and CRM journeys.
Digital guest touchpoints feel seamless, frictionless, and on-brand.
Tools, Data & Tech
Accurate tracking, clean reporting, and reliable dashboards.
Improved efficiency and automation through tooling and AI.
Perks of Being on the Team
Unlimited Standby Classes – Move, sweat, and reset whenever space allows
Exclusive Discounts – On Lagree West and Jaybird classes, retail, and partner brands
Growth Opportunities – Be part of a growing brand with room to advance
Wellness-Focused Workplace – A positive, inspiring environment
Connected Team Culture – Work alongside people who get it
Job Information
Location: Vancouver, BC (preferably)
Type: Full-Time, 40 hours per week (Remote / Hybrid)
Reports to: CMO/CEO
Salary: $140K-$160k + bonus potential
Steps to Apply
To apply, please complete the application form below.
Please note only short-listed applicants will be contacted. We appreciate your interest and the time you took to apply!
Lagree West and Jaybird are equal opportunity employers. We celebrate diversity and are committed to creating an inclusive environment for everyone on our team.
This job description is intended to outline the general responsibilities and expectations of this role. It is not a comprehensive list of all duties that may be required. Responsibilities, deliverables, and expectations may evolve based on business needs. The company reserves the right to modify this description at any time.
Application Deadline: Jan 11th, 9pm pst