Director of Marketing

OVERVIEW:


The Marketing Director is responsible for the execution of marketing programs and the development of local marketing plans necessary for the development of the Club4Fitness brand. S/he must be conversant in current brand development techniques so as to be able to successfully speak to specific target audiences so as to enable generate new sales leads generating increased sales and member retention. Additionally, the Marketing Manager is responsible for creating visual and written content that are both authentic and genuine in order to create a Club4Fitness culture online that has the effect of developing a sense of community among members and prospective members researching health solutions.


ESSENTIAL DUTIES & RESPONSIBILITIES:

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skills, and or ability required.

• Creates social media strategy, brand and location pages, to drive engagement and increase followers.
• Create and maintain a social calendar and posting schedule monthly for, pre-sales, open locations, and brand page for all Club4Fitness.
• Create and post unique social graphic/video content.
• Copy-write captions, posts, responses, and boosted posts.
• Creates budgets by location for local social media activities.
• Source localized content from locations: personal visits/instructors/corporate partners/brand ambassadors.
• Work cross-functionally, with Group Fitness, Personal Training, Regional and General Managers to promote relevant topics via organic posts, giveaways and brand ambassador engagement.
• Effectively communicate marketing programs and develop local store marketing (LSM) plans based on defined goals and objectives.
• Create and maintain communication automation for leads and members.
• Educate and train the field team on how to implement local marketing initiatives that effectively promote and increase revenue at the local club level.
• Develop, Educate, and Implement local store social media management "pro tips & tricks" for the field.
• Build working relationships with local agencies and vendors in all communities supporting Club4Fitness facilities.
• Communicate with vendors and translate needs into actions in support of integrated support for those business vendors and Club4Fitness.
• Assists with the development of open store and pre-sale marketing calendars and campaigns.
• Coordinates the timely customization for all pre-sale, soft opening, grand opening, campaign, and sales building materials to ensure that all clubs have the appropriate marketing support to maximize sales.
• Execute marketing communications to the field to ensure optimum execution of marketing programs, including the development of Implementation Guides for campaigns and case studies for local club marketing initiatives.
• Assist with conceptual and creative development process including briefing, creation, development, production, and fulfillment of marketing materials.
• Copywriting for Paid Advertising and monthly marketing materials.
• Conduct competitive and brand analysis as assigned.

• Maintains location directory with timelines of all pre-sales, openings, and anniversaries.
• Manage and introduce new relevant brand social media channels such as: Facebook, Instagram, Twitter, YouTube, SociaLive, SnapChat, etc:
  • Build culture and community across locations engaging both prospects and active/current members
  • Comment and engage across social platforms through alternative strategies designed to foster increased community awareness of the Club4Fitness brand and to increase in Facility as well as online engagement
  • Respond professionally and timely to all questions, comments, inquiries, and/or concerns submitted to brand page
  • Constant monitoring of Social Media to identify potential issues, respond to competitor activity, and ensure that the brand retains its cache while remaining untarnished by inappropriate or subpar posts, as well as to develop strategies for new brand-friendly (or related industry) topics and conversations
  • Analyze and evaluate social media campaigns and strategies with VP - Marketing and Club4 Fitness executive management
  • Report on effectiveness of campaigns monthly
  • Monitor trends in social media
• Special projects and other duties as assigned.

ORGANIZATIONAL RELATIONSHIPS:


The Marketing Director will report directly to the Vice President - Marketing but will act as a resource, liaison, and facilitator between executives, Operations senior leadership, Field operators and Managers, as well as Corporate leaders and business office personnel, and will maintain direct oversight of local marketing responsibilities.

REQUIRED QUALIFICATIONS:

1) Knowledge, skills & abilities:

• Demonstrated track record of success in field/promotional marketing
• Proven track record as a marketing strategist and project manager
• Experience across related categories or industries: health, wellness, sports or other similar audience-targeted products
• Strong written and verbal communication skills and negotiation skills are required.
• Must be a strong communicator across all mediums
• Ability to be a self-starter and demonstrated leadership ability.
• Ability to work in both a team environment and independently.
• Detail orientation and focus with strong problem-solving skills.
• Strong time management skills, ability to effectively manage multiple priorities in a rapidly changing environment.
• Incredibly responsive and adaptable with strong intuitive abilities.
• Strong Marketing Automation Skills, with copywriting abilities
• Strong project management skills with analytical capabilities.
• Strong computer skills (Google docs, Microsoft Office Suite) required.
• Experience with Hubspot, Marketo preferred
• Willingness to travel up to 15% to domestic/local clubs, key openings and events

2) Minimum certifications/educational level:

• Four-year degree in marketing, advertising, communication, or related field
• 5+ years extensive experience in sales, marketing, advertising and brand management; 'on-the-job' marketing and brand management experience from specifically within a fitness organization operational leadership role will be considered
• Proven dynamic leadership and project management skills
• Adept multi-tasker with ability to quickly prioritize responsibilities

• Strategic, innovative and creative personality with a strong business acumen
• A passion for working in and managing a fast-paced, collaborative environment
• Experience within corporate personal wellness or gym/fitness industry, required

Reasonable accommodations may be possible to enable individuals with disabilities to perform the essential functions.

WORK ENVIRONMENT:

Work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job.

• Mental Demands: Reading; ability to communicate effectively (verbal and written); maintain emotional control under pressure
• Physical Demands/Environmental Factors: Work with frequent interruptions; climbing, stretching, frequent light lifting of books, boxes; occasional lifting of up to 50 pounds; frequent use of computer and repetitive hand motions

• Regulated air temperature and humidity as most work will be completed in an office or fitness club environment
• Regular standing, walking, sitting, close reading, typing, are required while performing the duties of the role
• Noise level is generally low but may be louder and more intense in gym facilities
• Travel may be required in relationship to new facility openings as well as in launching new programming

• Hours are generally traditional business hours but may, at times, extend to long or late hours to accommodate the different time zones of club facilities as well as to address projects and other matters involving social media.