SVP of Marketing
Description Position Overview : 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.