About the Role
We are seeking a strategic, data-driven Director of Marketing to lead the demand-generation engine for our fast-growing fitness brand. This leader will design and execute marketing strategies that consistently drive high-volume, high-quality leads across a multi-unit footprint.
The ideal candidate understands how to build scalable lead-gen campaigns, partner seamlessly with paid media agencies, optimize acquisition funnels, and translate marketing performance into revenue growth for every studio/location.
This is a high-impact role for someone who can balance creative brand storytelling with the discipline of performance marketing — turning insights, analytics, and partner collaboration into predictable, repeatable membership growth.
Key Responsibilities
Lead Generation & Demand Strategy
- Build and execute a comprehensive lead generation strategy tailored to multi-unit growth.
- Partner closely with our paid media agency to optimize spend, drive ROI, and unlock new acquisition channels.
- Oversee paid social, paid search, retargeting, local search, and emerging platforms to maximize conversion volume.
- Develop segmented funnels for new leads, re-engagement, and location-specific promotions.
- Own KPI tracking for CPL, CAC, conversion rate, speed-to-lead, and membership growth.
Multi-Unit Marketing Execution
- Create localized marketing strategies that drive lead flow for each studio/location.
- Work with operations to align offers, campaigns, and launch plans around openings, seasonal spikes, competitive pressure, and market dynamics.
- Manage regional budgets, track performance by market, and adjust strategies in real-time.
Agency & Partner Collaboration
- Serve as the primary strategic point of contact for paid media agencies and marketing partners.
- Translate business goals into actionable briefs, performance targets, and creative direction.
- Review and challenge media plans, creative recommendations, and performance data to ensure strong execution.
Content, Creative & Channel Optimization
- Oversee campaign creative, content, and messaging that drives strong response rates.
- Direct email, SMS, landing pages, and organic social strategies to support conversion and nurture.
- Ensure consistent brand identity across digital, physical, and partner touchpoints.
Analytics, Reporting & Optimization
- Analyze lead flow, funnel performance, and location-by-location trends to uncover insights.
- Provide weekly and monthly reporting to leadership with clear actions and recommendations.
- Build dashboards and forecasting models to improve predictability and decision-making.
Qualifications
- 7+ years of marketing experience, with at least 3+ years in a multi-unit or location-based business (fitness, wellness, retail, hospitality, or franchising preferred).
- Strong background in lead generation, paid media strategy, and performance marketing.
- Experience partnering with external agencies and managing cross-functional teams.
- Deep understanding of digital marketing tools, platforms, and analytics systems (Google Ads, Meta Ads, HubSpot, CRMs, attribution tools, etc.).
- Strong communication skills with ability to influence, challenge, and lead partners and internal stakeholders.
- Ability to thrive in a fast-paced, growth-focused environment.
What Success Looks Like
- Consistent and scalable lead flow for every studio/location.
- Efficient CAC with increasing quality and conversion rates.
- Strong collaboration between marketing, operations, and external agencies.
- Predictable membership growth supported by a clear, measurable marketing engine.
- A high-performing marketing strategy that turns paid media investment into long-term revenue.
