Marketing Director - Fitness and Wellness
We are seeking a highly skilled Marketing Director to lead our fitness and wellness marketing efforts. As a key member of our team, you will be responsible for developing and executing comprehensive marketing strategies to drive membership growth, brand visibility, and customer engagement across all locations.
Key Responsibilities:
* Strategic Leadership and Planning: Develop and lead our national and location-specific marketing strategy, translating business goals into integrated campaigns across digital, traditional, and in-club channels. Define and elevate our positioning in both fitness and recovery categories.
* Customer Acquisition and Growth: Manage digital acquisition campaigns across Meta, Google, TikTok, and local media to grow memberships and class bookings. Collaborate with sales and operations to align campaigns with on-the-ground execution at Gold Coast locations. Leverage geo-targeted marketing to promote new openings, seasonal promotions, and local activations.
* Brand Content and Storytelling: Oversee brand messaging and content strategy across social, email, and video. Showcase our unique offerings through visually compelling, value-driven content. Develop localized storytelling highlighting facilities, classes, and member experiences.
* CRM and Member Retention: Build lifecycle marketing programs to onboard, engage, and retain members. Use CRM data to segment campaigns by member type, gym-goers, recovery users, group-class enthusiasts. Increase retention and LTV through promotions, events, and content. Lead a small marketing team and manage relationships with external agencies or contractors. Collaborate cross-functionally with the executive team, club managers, fitness instructors, and recovery specialists. Align marketing initiatives with operational capacity and local goals. Track performance across campaigns, measuring KPIs such as membership sign-ups, ROAS, engagement, retention, and revenue.
* Analytics and Optimization: Use Google Analytics, Meta Ads Manager, and internal systems to analyze member behaviors and improve conversion funnels. Adjust campaign strategies based on data and emerging trends.
Qualifications:
* Bachelor's degree in Marketing Communications, Business, or related field; MBA a plus.
* 6–10 years of marketing experience, with at least 3 years in a senior role.
* Proven success in fitness, wellness, hospitality, or lifestyle industries.
* Experience marketing to both performance-driven and wellness-conscious audiences.
* Deep understanding of digital marketing campaign planning, brand development, and customer lifecycle strategies.
* Familiarity with Google Ads, Meta Ads Manager, Klaviyo, Google Analytics, and CRM tools.
What You Bring:
* Strategic mindset with hands-on ability to execute across channels.
* Creative thinker with a strong eye for premium brand storytelling.
* Leadership skills to mentor a team and manage multiple stakeholders.
* Passion for health, fitness, and holistic wellness.
* Strong market awareness of the fitness and lifestyle landscape.
What We Offer:
* Competitive salary + performance-based incentives.
* Access to EMF’s state-of-the-art wellness and fitness facilities.
* Wellness perks: recovery sessions, group classes, product discounts.
* Growth opportunities within a fast-scaling national brand.
* A high-energy, purpose-driven work environment on the beautiful Gold Coast.