Director of Marketing - Fitness

About the Role We are seeking a strategic, data-driven Director of Marketing to lead the growth engine for our fast-scaling fitness company.

This leader will own the full marketing strategy—brand, digital, acquisition, retention, content, and community while driving high-volume, high-quality leads across multiple locations.

The Director of Marketing must understand how to balance creative brand storytelling with performance marketing, leveraging paid media partners, digital tools, and strong analytics to fuel predictable membership growth.

This is a high-visibility, high-impact role for someone who thrives in a fast-paced, multi-unit environment and knows how to turn marketing strategy into measurable revenue.

Key Responsibilities Growth & Lead Generation Build and execute a marketing strategy that drives high-volume lead generation for all locations.

Partner closely with paid media agencies to optimize campaigns, improve ROI, and unlock new channels.

Own marketing KPIs including CPL, CAC, conversion rates, speed-to-lead, and overall revenue impact.

Manage digital advertising across Meta, Google, TikTok, organic search, retargeting, and paid local strategies.

Brand Positioning & Creative Direction Develop a cohesive and compelling brand identity that resonates in the fitness and wellness space.

Lead creative direction for campaign content, studio messaging, video, social, and print collateral.

Ensure brand consistency across all studios, channels, and customer touchpoints.

Digital, Web & CRM Oversee the website, landing pages, and conversion funnels to maximize lead capture.

Own CRM, email, and SMS strategy to nurture leads and drive retention.

Build dashboards and reports that give real-time visibility into marketing performance.

Local Marketing & Community Engagement Create localized marketing playbooks for each studio to support grassroots outreach, partnerships, and community integration.

Work with operations to align offers, promotions, seasonal campaigns, and new studio launches.

Support grand openings, events, influencer activations, and studio-level social content.

Retention & Member Experience Develop retention and loyalty strategies that increase member lifetime value.

Leverage data to understand churn drivers and align marketing efforts to support member engagement.

Team Leadership & Partner Management Build, lead, and mentor a high-performing marketing team.

Manage agencies, consultants, designers, and creative partners.

Present insights, forecasts, and recommendations to the executive team.

Qualifications 7+ years of marketing experience with at least 3+ years in a multi-unit, fitness, wellness, retail, or consumer services brand.

Strong background in lead generation, paid media strategy, and digital performance marketing.

Experience partnering with external agencies and managing cross-functional teams.

Strong analytical skills with the ability to translate data into strategy.

Knowledge of CRM platforms, marketing automation tools, and attribution models.

Creative thinker with the ability to direct high-quality content and brand expression.

Comfortable operating in a fast-paced, high-growth environment.

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