About This Role
Directing marketing efforts for a fitness brand, this role involves overseeing brand development and local marketing execution across all locations. The Director of Marketing will be responsible for generating leads, driving membership sales, and improving retention by creating engaging content and empowering field teams.
Responsibilities
- Build and execute social media strategy for brand and location pages to drive engagement, follower growth, and lead generation
- Manage existing channels and launch new ones (Facebook, Instagram, TikTok, YouTube, and emerging platforms)
- Own the monthly content calendar and posting schedule for the brand, open locations, and pre-sale locations
- Create original graphic and video content, and write captions, posts, responses, and paid social copy
- Source local content through club visits, instructors, corporate partners, and brand ambassadors
- Monitor social channels daily to protect brand reputation, respond to competitor activity, and spot new conversation opportunities
- Respond to comments, questions, and concerns professionally and on time
- Develop goal-based local marketing plans and budgets by location
- Train and coach field teams to execute local initiatives that drive club-level revenue
- Build field playbooks, implementation guides, and social media best practices
- Partner with Group Fitness, Personal Training, and Regional and General Managers on promotions, giveaways, and ambassador programs
- Build and manage relationships with local agencies and vendors in every CLUB4 market
- Build pre-sale, soft opening, grand opening, and anniversary marketing calendars and campaigns
- Make sure every club gets customized, on-time marketing and sales materials
- Maintain the location directory and timelines for all pre-sales, openings, and anniversaries
- Build and maintain automated communications for leads and members
- Lead creative development from brief through production and fulfillment
- Write copy for paid advertising and monthly marketing materials
- Conduct competitive and brand analysis
- Track, analyze, and report campaign performance monthly to executive leadership
- Use results and social trends to optimize spend, messaging, and channel mix
- Lead special projects as assigned
Requirements
- Years of marketing experience, ideally in multi-location, fitness, or consumer membership businesses
- Proven results in lead generation, paid and organic social, and local marketing
- Strong copywriting and content creation skills, including graphic and short-form video
- Experience with marketing automation and CRM platforms
