Marketing Director

Marketing Director

Benefits: Competitive salary, health insurance, paid time off

Position Overview

The Marketing Director will be responsible for developing and executing the local marketing strategy to support our franchise fitness brand. This leadership role involves overseeing marketing initiatives across multiple locations, ensuring brand consistency, increasing local market penetration, and driving new member acquisition and member marketing retention efforts. You'll report directly on pipeline, membership sales, and LTV:CAC. The ideal candidate will have a deep understanding of both digital and traditional marketing tactics, as well as experience in leading and collaborating across teams within a franchise model or multi-location environment, and media agency management.

Key Responsibilities

1. Develop and Implement Marketing Strategy – Acquisition & Member Marketing

o Create and execute an overarching marketing strategy to grow the brand locally and increase revenue across all locations by driving leads and sales, building deep understanding of the local consumer, market and competitive insights

o Develop and execute location-specific marketing plans tailored to each club's competitive landscape, demographics, and membership goals. Focus on building local awareness and performance marketing/lead generation

o Own and optimize paid channels through agency partner network with clear targets for cost-per-lead, cost-per-acquisition, and lead-to-member conversion rate. Experience managing media agencies required

o Manage CRM and lead-nurturing workflows to ensure fast follow-up and minimal lead leakage between "inquiry" and "sale."

o Run grassroots and community-based initiatives (local partnerships, corporate wellness tie-ins, school/sports team sponsorships, pop-up events) designed to directly drive walk-ins and trial sign-ups

o Create communication and promotion strategies targeting a variety of hyper-local audiences to drive conversions

o Align marketing plans with corporate franchise guidelines and objectives, ensuring local adaptation while maintaining brand consistency

o Drive strategic marketing initiatives to achieve key performance metrics, such as lead generation, membership acquisition, and retention

o Work closely with field sales and operations teams to provide collateral, create events and signage to promote lead generation

o Keep members updated and engaged about all new offerings/changes and ensure that the clubs have appropriate promotional collateral

o Develop programs to build community and brand loyalty and retention within the membership base

2. Digital Marketing Leadership

o Oversee digital marketing campaigns for paid and owned media, including social media and email marketing, working with Crunch media agencies on any paid media efforts

o Optimize digital channels for maximum engagement and conversion, with a focus on driving both new memberships and member retention

o Manage team's day-to-day social media, email, and online reputation management to help support lead generation goals

3. Local Marketing & Community Engagement

o Partner with local teams to develop region-specific marketing plans that resonate with target audiences

o Drive community engagement initiatives and grassroots marketing efforts to increase brand presence and awareness in local markets

o Coordinate promotional events, and partnerships to attract new members and retain existing ones

o Manage current brand partnerships and establish, cultivate and lead new partnerships

o Evaluate and execute event sponsorships and track the success of each activation

o Develop internal events to drive traffic to the clubs and provide unique experiences for current members

4. Brand Management & Consistency

5. Team Leadership & Cross-Functional Collaboration

6. Performance Tracking & Reporting

Flexible work from home options available.

Fitness Growth Capital (FGC) is looking for high-energy, positive, and passionate people who are ready to bring the vibes, build a career, and make an impact. Want to combine work, fitness, and fun? You're in the right place. At FGC, this isn't just a job—it's your chance to grow, level up, and be part of something bigger. We're all about creating an environment where you can be yourself, push your limits, and have a team behind you every step of the way. We live and breathe a "No Judgments" culture—inclusive, supportive, and built for everyone. No matter where you're starting from, you belong here. Our teams are made up of people who lift each other up, celebrate wins together, and bring energy every single day. And let's be real—we like to have fun while doing it. Our clubs are packed with state-of-the-art equipment, high-energy group fitness classes, and next-level amenities like HydroMassage, tanning, and recovery spaces that keep both our members and our team feeling their best. It's serious fitness… without taking ourselves too seriously. At FGC, you won't be left on your own. You'll get real coaching, real support, and real opportunities to grow. Whether it's your first step into fitness or your next big leadership move, we're here to help you build something you're proud of. We're not just building gyms—we're building strong teams, great careers, and an environment people love being part of. If you bring the energy, we'll bring the opportunity.

Let's grow. Let's have fun. Let's get to work.