Director, Marketing

Responsibilities

• Develop and lead integrated, performance-driven marketing strategies across digital and offline channels, aligned with Yoga Alliance’s strategic goals, to build brand awareness, generate new revenue through membership acquisition, and protect and grow existing revenue through retention and upsell.
• Own the membership acquisition engine: attract new audiences, generate qualified leads, improve conversion rates, and increase new member enrollment through targeted, data-informed campaigns with measurable results.
• Lead retention marketing strategies that deepen member engagement, increase renewals, and identify upsell and cross-sell opportunities into higher membership tiers, programs, and services
• Create compelling value propositions and messaging for organizational offerings and develop go-to-market strategies for new membership tiers, programs, services, and benefits.
• Collaborate with all teams across Yoga Alliance to ensure member needs are reflected in product development.
• Design member journey mapping and lifecycle marketing programs in partnership with the Community Engagement team.
• Develop and steward audience-centered messaging frameworks and narrative strategies that communicate Yoga Alliance’s mission, value proposition, products, programs, and impact.
• Partner with Storytelling, Communications, and content teams to ensure consistent and effective narratives across all audience touchpoints and channels.
• Influence and guide content and storytelling strategies that support organizational priorities, brand positioning, member engagement, and revenue growth.
• Collaborate with cross-functional leaders to identify opportunities to leverage storytelling as a driver of acquisition, retention, advocacy, and community engagement.

Requirements

• Bachelor's degree in Marketing, Communications, Business Administration, or a related field, or four years of equivalent experience.
• 10+ years of progressive marketing experience, including:
• 3+ years of proficiency with marketing automation platforms (e.g., Salesforce Marketing Cloud).
• 5+ years of people leadership experience, including hiring, coaching, performance management, and employee development.
• 5+ years of go-to-market (GTM) experience leading complex, multi-stakeholder initiatives that directly impact revenue and business growth.
• 5+ years of proven success in product and/or membership marketing.
• 5+ years of experience working within a matrixed organization with an ability to collaboratively and positively influence cross-functional stakeholders to achieve results without direct authority
• 7+ years of experience using analytics tools such as Google Analytics, social media analytics, and marketing ROI measurements.
• 10+ years of experience with customer segmentation and persona development.
• 10+ years of experience creating messaging strategies, content frameworks, and audience narratives that support business growth, brand awareness, engagement, and retention.

Preferred

• Master's degree in marketing, communications, or master's in business administration (MBA)
• Experience in consumer product goods (CPGs)
• Experience in Software as a Service (SaaS)
• Wellness, fitness, and/or yoga industry with understanding of professional credentialing and standards-setting organizations.
• Background in change management or user enablement.
• Understanding of membership and customer lifetime value optimization in association environments.

Benefits

• Yoga Alliance provides robust employee benefits including comprehensive health insurance plan offerings that are 100% employer paid for employees and 65% paid for dependents, a matching 401K plan, a generous paid-leave program including parental leave and sabbatical leave, and reimbursement for professional development opportunities.
• Employees enjoy a casual dress code so they can arrive to work as their most authentic selves.
• Our organizational culture is supportive and collaborative with conscious attention to body and mind health.