Job Description

The SVP of Marketing is responsible for leading the overall marketing strategy for a high-growth fitness organization with a strong emphasis on lead generation, brand awareness, digital marketing, and social media presence. This leader will drive "new member acquisition" devise and execute a comprehensive marketing strategy to drive new members, increase brand awareness, drive member engagement, market ancillary services, improve member retention and position the company as a top fitness destination.

The SVP of Marketing will oversee all aspects of marketing including digital advertising, social media, content creation, local marketing, promotions, partnerships, CRM/email strategy, and campaign analytics. This role requires a highly strategic yet hands-on leader who understands how to build brand visibility while delivering measurable business results through lead conversion and member acquisition.

The ideal candidate is performance-driven, highly creative, data-focused, and experienced in scaling consumer-facing brands within the fitness, retail, hospitality, or multi-unit service industries.

Qualifications & Experience:

• 10+ years of progressive marketing leadership experience, preferably within the fitness, retail, hospitality, or multi-unit consumer industry.
• Proven success driving lead generation and measurable business growth through digital and social marketing strategies.
• Strong understanding of paid media, CRM marketing, SEO/SEM, analytics, and social media growth strategies.
• Experience managing multi-location or high-growth brands preferred.
• Demonstrated ability to build and scale social media presence and engagement.
• Strong analytical mindset with the ability to interpret data and make business-driven decisions.
• Exceptional leadership, communication, and project management skills.
• Highly creative thinker with strong execution capabilities.
• Ability to travel to club markets. Anticipated travel is approximately 25%.

Requirements

Key Responsibilities:

Marketing Leadership & Strategy

• Build, lead, and develop a high-performing marketing team focused on execution, creativity, and results.
• Establish clear KPIs and accountability measures across all marketing functions.
• Collaborate cross-functionally across all departments and executive leadership teams to support company initiatives.
• Lead marketing efforts for new club openings, pre-sale campaigns, and market expansion strategies.
• Manage annual marketing budgets and vendor relationships while ensuring cost-effective execution.
• Stay current on industry trends, consumer behavior, competitive positioning, and emerging marketing technologies.

Lead Generation & Membership Growth

• Develop and execute marketing strategies focused on increasing membership leads, guest traffic, and overall club revenue.
• Drive lead generation initiatives across digital, social, paid media, referral, and grassroots channels.
• Partner closely with operations and sales leadership to improve lead conversion and overall marketing ROI.
• Build and optimize marketing funnels that increase prospect engagement from awareness to membership conversion.
• Analyze campaign performance, lead quality, conversion metrics, CAC (Customer Acquisition Cost), and ROI to drive continuous improvement.
• Create strategies to increase personal training, group fitness, and ancillary revenue opportunities.

Digital Marketing & Advertising

• Oversee paid media strategies including Meta Ads, Google Ads, SEO/SEM, geofencing, streaming, and retargeting campaigns.
• Manage website optimization, landing pages, digital user experience, and online lead capture performance.
• Partner with vendors and internal teams to improve automation, CRM marketing, text campaigns, and email marketing initiatives.
• Ensure digital campaigns align with club openings, promotions, seasonal initiatives, and operational goals.
• Social Media & Brand Presence
• Lead the company’s social media strategy across platforms including Instagram, Facebook, TikTok, YouTube, LinkedIn, and emerging channels.
• Build a strong, recognizable, and engaging brand presence that drives both community engagement and business growth.
• Oversee content strategy including video, photography, influencer partnerships, member success stories, fitness education, and culture-focused content.
• Ensure consistent brand voice, messaging, and visual identity across all platforms and campaigns.
• Monitor trends, platform analytics, and audience engagement to maximize reach and performance.
• Develop strategies that position the company as a leader within the fitness industry and local communities.