4 weeks ago
Senior Director, Brand Marketing - Anytime Fitness
Purpose Brands, LLC
Woodbury, MN (Hybrid)Full time$185K/yr – $200K/yr
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Senior Director, Brand Marketing - Anytime Fitness
Woodbury, MN (Hybrid)
$185K/yr – $200K/yrSenior Level10+ years expFull time
Posted 4 weeks ago
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Job Summary
Own the brand growth and commercial strategy for a large consumer fitness network, translating business priorities into growth plans and cross functional roadmaps that touch product, price, place and promotion.
- Growth ownership: Lead cross functional initiatives from concept to implementation across product, pricing, place and promotion.
- Audience and channels: Align on member segments, digital acquisition, and in club touchpoints to lift activation and lifetime value.
- Measurement and learning: Build a testing and optimization loop using consumer insights and analytics to guide strategic bets.
Job Description
- Lead the development of marketing strategies that drive sustainable member growth and strengthen the Anytime Fitness brand.
- Identify opportunities across acquisition, conversion, retention, member value, and emerging consumer segments.
- Translate business priorities into clear marketing strategies and measurable growth plans.
- Continuously evaluate consumer trends, competitive activity, and market dynamics to identify future growth opportunities.
- Lead marketing strategy across the key commercial levers of the business:
- Product: Position memberships, coaching, training, nutrition, recovery, and future offerings.
- Price: Develop promotional strategy, pricing architecture, packaging, and value communication.
- Place: Optimize the digital acquisition experience, online join process, and in-club consumer experience.
- Promotion: Define messaging strategy, campaign priorities, and go-to-market direction.
- Ensure marketing strategies strengthen the brand while delivering measurable commercial outcomes.
Purpose Brands, LLC
Purpose Brands, LLC provides fitness, nutrition and wellness support and services to more than 7,000 communities and millions of people around the world. We own and operate the world’s largest and most trusted portfolio of fitness, health and wellness franchise brands and services: Anytime Fitness, Orangetheory Fitness, Waxing the City, Basecamp Fitness/SUMHIIT Fitness, The Bar Method, Stronger U Nutrition, Healthy Contributions and Provision Security. Together, these brands generate USD$3.7 billion in revenue, operating across 50 countries on all seven continents with a combined 6 million members. We combine this portfolio with a world-class franchise operating model and suite of services that helps our brands and franchise owners accelerate growth and deliver exceptional member experiences. Above all, our culture, people and franchise owners share a commitment to personal wellness; a spirit of service to help those who seek to improve their own physical and mental wellbeing; tireless advocacy and innovation for fitness, health and wellness experiences; and a daily honor to earn the trust in our brands from our franchise owners and the people who help consumers on their personal wellness journeys.
Traffic Signals
Monthly Visitors
3.2K
Traffic Source Mix
Search
21.8%
Direct
59.5%
Referral
7.2%
Social
9.7%
Paid
1.5%
Headcount Trend
Current headcount: ~28.9K
Marketing Team
Marketing Team Size
52 (0% of company)
Marketing Roles Posted (Last 30 Days)
2