Head of Marketing

B/SPOKE Studios•Boston, MA

2d•$150,000 - $165,000•Remote

About The Position

We're hiring a Head of Marketing to lead and grow our marketing function. Reporting directly to the CEO, you'll be the architect of our go-to-market execution — bridging brand awareness with rigorous, data-driven demand generation, and owning the full client lifecycle from first touch through retention and upsell. This is a role for a full-stack marketer with lifecycle depth. Each area of our marketing function is at a different stage of maturity: some are humming, others are still being built. We need someone who can diagnose where each piece sits, raise the floor across the board, and drive the priorities that move the business forward. Critically, this role will play a central part in our regional and national expansion — bringing the brand into new geographies, orchestrating launches, and contributing to long-term growth. We sit at the intersection of boutique fitness, premium membership hospitality, and community as a product. We don't want to run the same playbook as everyone else. We want a marketer who is thoughtful, original, and scrappy — someone who treats every dollar like it has to earn its place.

Requirements

Full-stack marketer with lifecycle depth
Experience owning the full surface area — brand, demand, lifecycle, content, community, PR, and ops
Experience prioritizing across a function where some pieces are mature and others are nascent
Owned full-funnel lifecycle marketing — acquisition, activation, retention, and upsell — and built automated communication flows
Deeply data-driven: build dashboards, define attribution models, and review funnel data regularly
Experience with expansion: bringing a brand into a new market, launch playbook, presale and awareness work, rhythm of opening in a new region
Operate with a premium sensibility
Treat community as a product
Proven people manager: hired, coached, and developed marketers, set clear scopes of ownership, given hard feedback, and grown team's craft
Management experience (this role manages 2 direct reports plus contractors)
Scrappy and AI-forward: produced disproportionate results without a big paid budget by leaning on lifecycle, organic, community, and brand
Understand how AI has changed the marketing landscape and how to leverage it across content, segmentation, and experimentation
Genuine fitness fluency: personal interest in fitness and wellness, ideally as a consumer of boutique fitness
Experience in industries where brand, community, and membership engagement are central levers
Agency experience is a plus, but must have operated in-house and owned the P&L impact of their work

Nice To Haves

Lived or spent meaningful time in cities with strong boutique fitness scenes — Boston, NYC, LA, SF, Miami, Chicago, Austin, or similar
Brick-and-mortar fitness and wellness brands
Founder-led athleisure (e.g., Nobull, Alo) — not large corporate-owned
DTC consumer brands (e.g., Glossier, Warby Parker) where brand, lifecycle, and experience drive growth
Subscription and retention-driven brands (e.g., Hims & Hers, Olipop)
Multi-location membership models (e.g., Fabletics, Drybar, One Medical)
Hospitality and members' spaces (e.g., Equinox Hotels, Industrious, Soho House)

Responsibilities

Own the marketing tech stack (HubSpot, Salesforce, GA4, CRM/lifecycle tools) to ensure accurate lead routing, attribution, and reporting
Define and track KPIs across the full funnel — top-of-funnel, intro/trial conversion, CAC, LTV, retention, and upsell
Stand up a continuous test-and-learn engine across creative, channel, audience, and offer — and cut what doesn't work
Build the model that connects marketing spend to pipeline and revenue, informing budget, headcount, and channel mix
Own the customer journey from first touch through activation, retention, and upsell — with clear segmentation, triggers, and offers at every stage
Build, optimize, and continuously improve automated communication flows (email, SMS, push, in-product) with a high bar for personalization and measurable lift
Oversee paid acquisition (search, social, display) in collaboration with internal team and external agencies, maintaining optimal CAC and high-intent lead flow
Partner with Product, CS, and Sales to drive retention, NRR, and upsell through playbooks that turn clients into advocates
Own multi-channel strategy designed to drive qualified pipeline and revenue
Lead regional and national expansion marketing — build the launch playbook, run presale and brand-awareness campaigns, and orchestrate successful market openings
Partner closely with Sales and Studio Operations on lead routing, SLAs, and pipeline accountability
Define and evolve our brand voice, visual identity, and positioning across all channels
Guide content strategy across owned channels, championing AI-accelerated production where it raises quality and speed
Lead our Answer Engine Optimization (AEO) strategy to position B/SPOKE as the definitive answer in AI-driven search environments
Oversee creative production (campaigns, video, photography, web)
Own influencer strategy end-to-end — talent identification, tiering (mega to nano), briefs, contracting, and performance measurement
Build long-term creator partnerships and ambassador programs that go beyond one-off posts
Establish the measurement framework (promo codes, UTMs, lift tests) so we can attribute awareness, engagement, and revenue — and scale what works
Weave influencer activations into community programming, social calendars, and launch moments
Manage and develop 2 direct reports — a Marketing Manager and a Head of Community — with clear ownership and visible growth in their craft
Orchestrate a roster of part-time contractors and specialized agencies with accountability for high-quality output
Work cross-functionally with Operations, Product, and Sales to keep marketing aligned with the broader customer experience and business priorities