Job Description

We are seeking a highly creative, strategic, and execution-oriented Area Director of Marketing to lead brand storytelling, member engagement, cultural programming, and demand generation for a modern social club across multiple markets.

This role is focused on building awareness, deepening member connection, and positioning the club as a defining social and cultural destination within the local market. It is accountable for driving measurable membership growth, retention and revenue performance across multiple club locations while ensuring brand consistency. The ideal candidate is equal parts brand strategist, community builder, and marketing operator; capable of translating the club’s identity into compelling experiences, partnerships, communications, and commercial results.

Reporting into the local General Managers, with a dotted line into SHG corporate Marketing, this role partners closely with club operations, food & beverage leadership, membership teams, and external creative and PR partners to drive relevance, engagement, retention, and revenue through experiential marketing and community-driven storytelling.

Success in this role will be measured through topline revenue growth and profit expansion driven by a broader and more engaged membership base, new member acquisition, increased member lifetime value, improved retention and reduced churn, higher F&B utilization and spend, growth in private events and programming revenue, stronger member participation, increased digital engagement, and overall brand awareness within each market.

Key Responsibilities

Brand Narrative & Positioning

• Own and steward the club’s brand narrative, voice, and positioning across all member and public-facing touchpoints.
• Ensure storytelling is cohesive across programming, events, digital channels, partnerships, PR, and on-property experiences.
• Develop campaigns and initiatives that reinforce the club as a vibrant destination for culture, connection, hospitality, and community.
• Protect and elevate the brand identity while evolving the club’s positioning in line with market trends and member expectations.
• · Develop scalable brand and marketing frameworks that ensure consistency across markets while allowing for localized expression

Membership Growth & Community Engagement

• Support membership acquisition, retention, and engagement strategies through marketing, storytelling, and curated experiences.
• Own the full membership marketing funnel including awareness, lead generation, conversion, onboarding, engagement, renewal, referral and win-back strategies
• Partner with membership teams to optimize conversion rates and membership lifecycle performance.
• Cultivate relationships with local businesses, cultural institutions, nonprofits, and influential community leaders to deepen the club’s network and visibility.
• Identify partnership opportunities that drive awareness, event participation, and member value.
• Develop structured referral and member advocacy programs that drive awareness, event participation and member value
• Position the club as an active contributor to the local community and social fabric.

Demand Generation & Revenue Strategy

• Drive awareness and revenue across memberships, private events, dining, and programming through integrated marketing efforts.
• Own marketing budget allocation and performance optimization across channels, campaigns and activations, maximizing ROI
• Partner with club leadership to align marketing initiatives with business pacing, membership goals, and seasonal demand opportunities.
• Develop ongoing cadence of integrated marketing plans tied directly to membership, F&B, events and programming revenue targets
• Leverage CRM and audience segmentation strategies to improve engagement, retention, repeat visitation, and member participation.
• Translate cultural programming and experiential moments into measurable business impact.

Content, CRM & Digital Marketing

• Guide content strategy across social media, email marketing, web, and member communications channels. Own CRM strategy and execution through the Loyalist platform, including audience segmentation, lifecycle marketing, member communications, automated journeys, retention campaigns, and engagement reporting.
• Build lifecycle segmentation strategies and performance tracking to track acquisition, retention, engagement and member lifetime value.
• Leverage Loyalist to drive membership acquisition, onboarding, event participation, renewal activity, and increased member engagement through personalized communications and targeted outreach.
• Develop and oversee the club’s social media strategy across all platforms, ensuring content reflects the brand voice, cultural positioning, and membership experience.
• Lead content creation efforts including photography direction, video concepts, copywriting, campaign storytelling, event promotion, and real-time social engagement.
• Oversee paid media strategy and performance in partnership with Screen Pilot to optimize digital marketing efforts across paid social, search, display, and retargeting channels to support memberships, events, dining, and overall club awareness.

Programming, Activations & Events

• Ensure events are socially engaging, strategically positioned, and aligned with the club’s brand pillars. Drive new signature event series scaled across all clubs within vertical.
• Collaborate with operations leadership to shape the annual programming strategy based on cultural trends, insights and business objectives.
• Own marketing of the programming calendar, aligning experiences with membership goals, F&B activation, and overall business objectives.
• Partner with culinary teams, local collaborators, entertainers, and community organizations to create memorable, differentiated experiences.

Public Relations & Communications

• Develop and execute a communications and PR strategy that elevates the club’s visibility locally and regionally.
• Build brand partnerships, sponsorships, and collaborations in coordination with local teams that extend reach, enhance member value and generate incremental revenue.
• Manage agency relationships, media outreach, and storytelling opportunities tied to events, partnerships, culinary programming, and seasonal moments.
• Oversee press materials, messaging frameworks, executive talking points, and member communications.
• Support reputation management and brand protection efforts as needed.

Measurement & Reporting

• Track and report on campaign performance, event engagement, membership trends, earned media impact, and overall brand health.
• Analyze marketing ROI and provide strategic recommendations to improve effectiveness and efficiency.
• Translate qualitative member feedback and brand sentiment into actionable insights for leadership and to inform segmentation, targeting and programming strategies.

Qualifications & Capabilities

• Bachelor’s degree in Marketing, Communications, Public Relations, Hospitality, or related field.
• 8–10+ years of experience in marketing, brand strategy, PR, experiential marketing, or membership-driven businesses.
• Strong background in storytelling, events, partnerships, and community engagement.
• Experience within hospitality, membership, lifestyle, luxury, private clubs, or cultural brands preferred.
• Experience in CRM strategy, lifecycle marketing, performance marketing, segmentation preferred.
• Exceptional communication, writing, and organizational skills.
• Ability to operate strategically while remaining highly hands-on and execution focused.
• Collaborative mindset with experience managing agencies, freelancers, and creative partners.
• Strong appreciation for hospitality, culture, design, and relationship-driven brands.
• Experience leading agencies and cross-functional teams with strong balance of strategic leadership and hands-on execution.