Senior Director, Brand Marketing

Purpose/Impact: (Duties & Essential Functions) 

Brand Strategy & Growth

• Lead the development of marketing strategies that drive sustainable member growth and strengthen the Anytime Fitness brand.
• Identify opportunities across acquisition, conversion, retention, member value, and emerging consumer segments.
• Translate business priorities into clear marketing strategies and measurable growth plans.
• Continuously evaluate consumer trends, competitive activity, and market dynamics to identify future growth opportunities.

Commercial Marketing Strategy (4Ps)

• Lead marketing strategy across the key commercial levers of the business:
  • Product: Position memberships, coaching, training, nutrition, recovery, and future offerings.
  • Price: Develop promotional strategy, pricing architecture, packaging, and value communication.
  • Place: Optimize the digital acquisition experience, online join process, and in-club consumer experience.
  • Promotion: Define messaging strategy, campaign priorities, and go-to-market direction.
• Ensure marketing strategies strengthen the brand while delivering measurable commercial outcomes.

Growth Innovation

• Identify and evaluate new opportunities to accelerate brand growth.
• Develop business cases for new products, services, partnerships, and consumer experiences.
• Lead cross-functional growth initiatives from concept through implementation.
• Champion a culture of testing, learning, and continuous optimization.

Business Leadership

• Serve as the marketing representative on the Anytime Fitness U.S. Leadership Team.
• Partner with Operations, Analytics, Product, Technology, and Shared Services to solve business challenges and improve commercial performance.
• Influence strategic decisions across a highly matrixed organization.
• Bring an outside-in perspective on consumer behavior, industry trends, and competitive opportunities.

Performance & Optimization

• Monitor business and marketing performance to identify opportunities and risks.
• Use consumer insights, analytics, and market intelligence to refine strategies and improve business outcomes.
• Recommend and champion changes that improve acquisition, conversion, retention, and member value.
• Ensure marketing investments are aligned to measurable business objectives.

Driving Execution

• Lead high-impact strategic initiatives from concept through implementation.
• Remove barriers that slow execution and create momentum across cross-functional teams.
• Personally engage in key initiatives when needed to accelerate progress and improve outcomes.
• Balance long-term strategic planning with the pace and demands of a dynamic business.

Global Growth Contribution

• Develop scalable marketing frameworks and commercial growth strategies that can be leveraged by international master franchisees.
• Share best practices, insights, and learnings that strengthen marketing capabilities across the Anytime Fitness system.
• Partner with international stakeholders to identify opportunities where successful concepts can be adapted to local markets.
• Help build a stronger global marketing capability by creating repeatable models that support market-level growth.

Strengths & Background

Required

• 10+ years of progressive experience leading growth through marketing, brand strategy, commercial strategy, product marketing, consulting, or general management within a consumer-facing business.
• Proven track record of driving measurable business growth through marketing and commercial strategy.
• Experience developing marketing strategies that influence business performance beyond traditional communications.
• Strong understanding of customer acquisition, conversion, consumer experience, brand strategy, and commercial marketing.
• Demonstrated success leading cross-functional initiatives in a matrixed organization.
• Exceptional strategic thinking, analytical, communication, and influencing skills.
• Comfortable operating at both strategic and hands-on levels.

Preferred

• Experience in franchise, membership, retail, hospitality, or other distributed business models.
• Experience in fitness, health, wellness, or lifestyle brands.
• MBA or equivalent business strategy experience preferred.

Leadership Profile

• Thinks like a business leader first and a marketer second.
• Commercially minded with strong consumer intuition.
• Strategic, analytical, and highly execution-oriented.
• Comfortable navigating ambiguity and leading change.
• Builds strong partnerships and influences without direct authority.
• Curious, proactive, and energized by solving complex business challenges.
• Willingly rolls up their sleeves to drive meaningful business results.

Salary Range: $185k - $200k