Director of Digital Marketing

Job Description

Job Description

Benefits:

• 401(k)
• 401(k) matching
• Dental insurance
• Employee discounts
• Health insurance
• Paid time off
• Vision insurance

Genesis Health Clubs is seeking a hands-on, results-driven Director of Digital Marketing to build, launch, manage, optimize, and report on paid digital advertising campaigns across Google Ads, Meta Ads, and other performance marketing channels.

This is an execution-heavy role for someone who is highly comfortable working directly inside ad platforms. The right candidate knows how to build campaigns from the ground up, structure ad sets, write or refine ad copy, test creative, manage budgets, track conversions, analyze performance, and optimize campaigns to generate qualified leads and online membership sales

This role is ideal for someone who can move quickly, test intelligently, and use data to improve results across multiple locations, offers, audiences, and markets.

Key Responsibilities
Paid Ads Campaign Buildout & Execution
Build, launch, and manage paid campaigns directly inside platforms including Google Ads, Meta Ads Manager, YouTube, display, retargeting, and other relevant digital channels.
Create campaign structures that support lead generation, online membership sales, free trials, personal training offers, seasonal promotions, and location-specific campaigns.
Set up campaigns, ad groups, ad sets, audiences, keywords, placements, budgets, bids, UTMs, conversion goals, and tracking parameters.
Write and refine ad copy, headlines, descriptions, calls-to-action, and creative direction for campaign testing.
Ensure campaigns are launched accurately, on time, and aligned with business goals.

Google Ads Management
Build and optimize Google Search campaigns for high-intent membership, gym, fitness, personal training, family membership, swim, tennis, pickleball, wellness, and location-based searches.
Manage keyword research, match types, negative keywords, ad extensions/assets, bidding strategies, budget pacing, Quality Score improvement, and search term analysis.
Build and manage Performance Max, YouTube, Display, Local, and remarketing campaigns where appropriate.
Track and improve cost per lead, conversion rate, impression share, click-through rate, cost per click, and lead quality.

Meta Ads Management
Build and manage Meta campaigns across Facebook and Instagram for lead generation, awareness, retargeting, traffic, and conversion objectives.
Develop audience strategies using interests, behaviors, lookalikes, custom audiences, website visitors, engagement audiences, and CRM-based lists where available.
Test creative formats including static ads, video ads, reels, carousel ads, lead forms, landing page campaigns, and retargeting sequences. Monitor and optimize campaign performance based on CPL, CTR, frequency, creative fatigue, audience quality, lead quality, and conversion outcomes.

Testing & Optimization
Create and manage structured A/B tests for audiences, offers, creative, copy, landing pages, forms, placements, and calls-to-action.
Monitor campaigns daily and make optimization decisions based on performance trends.
Scale winning campaigns and pause or revise underperforming campaigns quickly.
Test campaign variables with discipline so results are clear and actionable.
Create and manage structured A/B tests for audiences, offers, creative, copy, landing pages, forms, placements,

Tracking, Attribution & Reporting
Set up and manage tracking using UTMs, pixels, conversion events, Google Tag Manager, Google Analytics 4, Meta Pixel, Google Ads conversions, and CRM reporting tools.
Partner with the HubSpot Specialist to ensure lead sources, campaign attribution, and conversion data are accurately captured.
Track campaign performance from ad click to lead submission, sales follow-up, appointment booking, and membership conversion where possible.
Build regular reports showing spend, impressions, clicks, CTR, CPC, CPL, conversion rate, lead quality, and campaign ROI.
Translate campaign data into clear recommendations for creative, budget, audience, and offer adjustments.

Multi-Location Campaign Management
Manage campaigns across multiple Genesis Health Clubs locations and markets.
Customize campaigns by club, geography, audience, amenity, offer, and market need.
Help identify which locations need additional lead support, which campaigns are performing best, and where budget should be shifted.
Maintain clear campaign naming conventions, tracking standards, and reporting structures across all locations.

Collaboration With Marketing & Sales
Work with the creative team to request and test high-performing assets.
Collaborate with the HubSpot Specialist to ensure leads are routed properly and follow-up workflows are functioning.
Partner with sales leadership to understand lead quality, appointment rates, closing rates, and campaign feedback.
Use sales feedback to improve targeting, messaging, offers, and landing page performance.

Qualifications
Required Experience
35+ years of hands-on paid media experience.
Strong experience building and managing campaigns directly inside Google Ads and Meta Ads Manager.
Proven experience creating lead generation campaigns with measurable results.
Experience with campaign setup, audience targeting, keyword research, budget pacing, bid strategies, conversion tracking, retargeting, and optimization.
Strong understanding of A/B testing, campaign attribution, landing page performance, and lead quality analysis.
Ability to manage multiple campaigns, markets, and priorities at the same time.

Preferred Experience
Experience in fitness, wellness, healthcare, multi-location businesses, franchising, retail, hospitality, or service-based marketing.
Experience driving leads, appointments, consultations, online sales, memberships, or other measurable conversions.
Experience with HubSpot, GA4, Google Tag Manager, Looker Studio, CallRail, WordPress, landing pages, and CRM attribution.
Experience with YouTube, Performance Max, geofencing, programmatic/display, or local search campaigns.
Experience working with both national campaigns and local market campaigns.