Director Brand Marketing

24 Hour Fitness•, CA

About The Position

At 24 Hour Fitness, we're committed to helping our members live their happiest and healthiest lives. As we look to our future, we're redefining our fitness offerings, reimagining our brand, and rebuilding our member experiences. We're looking for an experienced brand marketing leader to play a critical role on our brand marketing transformation journey. You'll help us build our marketing team and capabilities and play a critical role in driving our transformation. You'll lead a range of integral brand marketing responsibilities including content strategies, member marketing, influencer marketing, product launches and experiences and events. This is both a strategic and hands-on position requiring someone who can both develop high-level marketing plans and have the willingness and ability to execute campaigns, experiences and programs. The ideal candidate is an innovative consumer focused marketer, who is insights and data driven and has a proven track record of obsessing the consumer to deliver meaningful stories, content, and experiences to drive the company's growth.

Requirements

Consumer-first focus driven by insights and data. You have a strong track record of leveraging consumer insights and analytics to build and deliver effective marketing
Innovative marketer who takes smart risks
Adaptable and ambitious. You enthusiastically take on other assignments when needed to support your team
Self-directed and results-oriented. You love to exceed goals and take on new projects
8+ years as an experienced brand marketer, with experience building and delivering impactful brand marketing.
Strong ability to create clarity from ambiguity
Interest and passion in health and fitness
Strong leadership skills with the ability to drive projects in a cross-functional org
Test and learn mindset with the ability to adapt and solve problems within a dynamic environment
Ability to inform and influence decisions with strong communication skills
Excellent project management skills

Responsibilities

Develop insights and data driven integrated full funnel/omni-channel marketing plans, campaign strategies and narratives
Build and manage editorial calendars and content strategies
Identify new strategies to create brand distinction, member engagement and retention
Maintain a pulse on our key competitors in each market, consumer and the fitness industry as a whole to help us innovate
Obsess the consumer, consumer insights, and audiences and translate to insightful consumer journeys. Be a change agent for the organization to put the consumer at the center.
Develop campaigns for key member audiences geared to motivate, inspire, engage and retain members
Partner with retention marketing/lifecycle marketing team and social media team to develop integrated campaigns across email, organic social and SMS
Develop member messaging plans inside the club to deliver compelling consumer communication to drive key metrics.
Evaluate competitive and external member experience examples of compelling experiences, offerings, and communication inside and outside the club
Power up our influencer strategy across platforms digital/physical to support our new brand direction, including social media influencer strategy
Pioneer and explore new NIL relationship opportunities that will enhance our brand through key topics including NCAA compliance, personal branding, sourcing and evaluating opportunities, etc.
Manage current and new influencers, including but not limited to, contract process, post confirmation, engagement rates, and data.
Lead the development for launch and sustain plans for new fitness product launches
Collaborate with our partnership marketing and community team to deliver memorable member experiences
Reimagine new ways to market new club openings or remodels
Partner and collaborate with marketing, digital, field operations, fitness and business leaders to build and align plans
Brief and collaborate with internal and external creative and marketing operations teams to develop campaigns, programs and content development
Align on KPI's for success with marketing leaders and deliver weekly reporting