Director of Marketing & Membership Acquisition

About the RoleWe are seeking a strategic, data-driven Director of Marketing to lead the demand-generation engine for our fast-growing fitness brand. This leader will design and execute marketing strategies that consistently drive high-volume, high-quality leads across a multi-unit footprint.The ideal candidate understands how to build scalable lead-gen campaigns, partner seamlessly with paid media agencies, optimize acquisition funnels, and translate marketing performance into revenue growth for every studio/location.This is a high-impact role for someone who can balance creative brand storytelling with the discipline of performance marketing — turning insights, analytics, and partner collaboration into predictable, repeatable membership growth.Key ResponsibilitiesLead Generation & Demand StrategyBuild and execute a comprehensive lead generation strategy tailored to multi-unit growth.Partner closely with our paid media agency to optimize spend, drive ROI, and unlock new acquisition channels.Oversee paid social, paid search, retargeting, local search, and emerging platforms to maximize conversion volume.Develop segmented funnels for new leads, re-engagement, and location-specific promotions.Own KPI tracking for CPL, CAC, conversion rate, speed-to-lead, and membership growth.Multi-Unit Marketing ExecutionCreate localized marketing strategies that drive lead flow for each studio/location.Work with operations to align offers, campaigns, and launch plans around openings, seasonal spikes, competitive pressure, and market dynamics.Manage regional budgets, track performance by market, and adjust strategies in real-time.Agency & Partner CollaborationServe as the primary strategic point of contact for paid media agencies and marketing partners.Translate business goals into actionable briefs, performance targets, and creative direction.Review and challenge media plans, creative recommendations, and performance data to ensure strong execution.Content, Creative & Channel OptimizationOversee campaign creative, content, and messaging that drives strong response rates.Direct email, SMS, landing pages, and organic social strategies to support conversion and nurture.Ensure consistent brand identity across digital, physical, and partner touchpoints.Analytics, Reporting & OptimizationAnalyze lead flow, funnel performance, and location-by-location trends to uncover insights.Provide weekly and monthly reporting to leadership with clear actions and recommendations.Build dashboards and forecasting models to improve predictability and decision-making.Qualifications7+ years of marketing experience, with at least 3+ years in a multi-unit or location-based business (fitness, wellness, retail, hospitality, or franchising preferred).Strong background in lead generation, paid media strategy, and performance marketing.Experience partnering with external agencies and managing cross-functional teams.Deep understanding of digital marketing tools, platforms, and analytics systems (Google Ads, Meta Ads, HubSpot, CRMs, attribution tools, etc.).Strong communication skills with ability to influence, challenge, and lead partners and internal stakeholders.Ability to thrive in a fast-paced, growth-focused environment.What Success Looks LikeConsistent and scalable lead flow for every studio/location.Efficient CAC with increasing quality and conversion rates.Strong collaboration between marketing, operations, and external agencies.Predictable membership growth supported by a clear, measurable marketing engine.A high-performing marketing strategy that turns paid media investment into long-term revenue.