Sr Director, Brand Marketing

Responsibilities

• Own and evolve brand positioning, voice, visual identity, and brand guidelines; serve as the final arbiter of brand consistency across all consumer touchpoints (advertising, in-club, digital, social, partnerships, sponsorships).
• Translate business and marketing strategy into a clear, differentiated brand platform that resonates with both core and aspirational member segments.
• Maintain a deep understanding of our key competitors in each market and the fitness industry as a whole and consistently benchmark against them
• Lead brand health tracking and use consumer insight/research to sharpen positioning over time.
• Build, lead, and mentor both internal and external creative teams (design, copy, video/content production) and manage external agencies and other contractors as needed.
• Set creative vision and quality bar for major campaigns, brand refresh initiatives, club marketing materials, and always-on content.
• Oversee creative development from brief through production and final delivery, balancing craft with speed and budget discipline.
• Partner with other areas of Marketing to develop integrated campaigns across paid, owned, and earned channels (TV/streaming, OOH, social, digital, in-club).
• Guide creative for major brand moments: new product/program launches, club openings and refreshes, brand partnerships (e.g., sports/entertainment tie-ins), and seasonal acquisition campaigns.
• Ensure creative output performs -- working with performance marketing partners to test, learn, and iterate based on engagement and conversion data.

Requirements

• 10+ years of progressive experience in brand marketing and creative leadership, including at least 3-5 years managing teams and agency partners; experience in fitness, health & wellness, retail, or consumer subscription/membership businesses strongly preferred.
• A portfolio of brand and campaign work that demonstrates strong strategic thinking as well as creative craft and taste.
• Proven experience building or evolving a brand identity and translating it consistently across a large, multi-location footprint (fitness, retail, restaurant, or similar multi-unit environment a plus).
• Strong people-leadership skills: track record of building, developing, and retaining creative talent.
• Experience managing external creative/production agencies, including scoping, budgeting, and holding partners accountable to quality and timelines.
• Comfort operating at both the strategic (positioning, brand architecture) and tactical (reviewing a storyboard, editing a headline) levels.
• Data-informed approach to creative -- comfortable partnering with analytics/performance teams to understand what's working and why.
• Excellent presentation and storytelling skills; experience presenting to senior executives and/or a Board.
• Bachelor's degree in Marketing, Communications, Design, or related field; MBA a plus but not required.
• 7+ years of marketing experience building growth-oriented consumer brands in a fast-paced environment.

Preferred

• Fitness, health & wellness, retail, or consumer subscription/membership businesses strongly preferred.

Benefits

• In line with our mission to create a healthier, happier world, we offer comprehensive benefits to help our team members do just that. We offer benefits such as paid time off, medical and dental coverage, 401k with match for qualifying positions, a free gym membership, and discounts on products and personal training. We also have a variety of Employee Resource Groups that you can connect with to participate in community events both in-person and virtually.