Director of Global Marketing - Orangetheory Fitness

Responsibilities

• Focus on the end-to-end demand generation strategy with clear targets for lead volume, cost per lead, lead-to-join conversion, and new member joins.
• Develop full-funnel campaign strategies that generate demand among new consumer segments while efficiently converting in-market prospects.
• Continuously test and scale new lead generation channels, formats, and tactics ahead of competitors.
• Live in the data: monitor funnel performance daily across markets, channels, and studio cohorts to identify growth opportunities and emerging risks.
• Use CAC, LTV, conversion, and cohort analysis to determine where the next dollar of acquisition spend works hardest.
• Diagnose underperformance at any stage of the funnel — traffic, lead capture, appointment set, show rate, close rate — and translate findings into specific, prioritized actions.
• Partner with Analytics to strengthen attribution, forecasting, and lead scoring so acquisition decisions are made on evidence, not instinct.
• Package insights into clear business narratives that drive decisions with senior leadership and franchise owners.
• Detect lead flow or conversion dips early and act quickly — deploying rapid-response recovery campaigns, offer adjustments, and channel shifts to protect join targets.
• Own recovery programs across the funnel: unbooked leads, no-show intro classes, aged leads, referrals programs and former-member win-back.

Requirements

• 8+ years of progressive experience in demand generation, acquisition, growth, or performance marketing for a consumer-facing business, with direct ownership of lead and revenue targets.
• Proven track record of hitting aggressive customer acquisition goals and improving funnel conversion at scale.
• Deep command of funnel analytics: CAC, LTV, CPL, conversion rates, cohort analysis, attribution, and incrementality testing.
• Hands-on experience with promotional and offer strategy — designing, testing, and measuring promotions that grow both volume and revenue per customer.
• Experience building automated lead nurture and recovery programs.
• Demonstrated ability to move fast: diagnosing a performance dip and deploying corrective action within days, not quarters.
• Strong command of paid media strategy across search, social, and programmatic, including agency management.
• Exceptional analytical, communication, and cross-functional influencing skills.

Preferred

• Experience in franchise, membership, subscription, boutique fitness, or other recurring-revenue business models.
• Experience marketing a service that converts through a local, in-person sales moment (intro class, tour, consultation).
• Experience in fitness, health, wellness, or lifestyle brands.
• MBA or equivalent quantitative/business strategy experience.

Benefits

• Medical, Dental and Vision Coverage
• Hybrid Work Environment
• Life and Disability Insurance
• Unlimited Time off + Paid Holidays
• Flexible Friday's between Memorial Day and Labor Day
• 401(K) Savings Plan Matching at 4%
• 10 Coaching and Therapy sessions
• Mental Health Benefits
• Brand Discounts & Reimbursements
• In-house workout facilities