Senior Director of Brand Marketing - Anytime Fitness

Purpose Brands, the parent company of Orangetheory, Anytime Fitness, Waxing the City, The Bar Method, Basecamp Fitness, and Stronger U is seeking a Senior Director of Brand Marketing to join its Anytime Fitness Corporate Team. This is a great position for someone who is looking to expand their career, and join a company with a fun, fast-paced and inspirational culture.

The Senior Director of Brand Marketing for Anytime Fitness – U.S. Region, will be expected to partner with the VP, Global Brand Marketing to drive growth for the Anytime Fitness U.S. Region, in a highly competitive, growing industry by developing and overseeing the brand strategy and programs that effectively drive results from awareness through to conversion and loyalty, measure the impact of those programs and apply those learnings for future efforts. This role will play a supporting role in driving the end-to-end consumer experience for the brand. This person is the marketing representative on the AF US Leadership Team and works directly with domestic leaders on regular business rhythms.

This role oversees the Brand Sr Marketing Manager & the Local Marketing Specialist, acts as the brand lead with the Marketing shared services organization, and reports to the VP, Global Brand Marketing – Anytime Fitness.

PRIMARY RESPONSIBILITIES:

• Build full funnel growth for the brand, ensuring all communications resonate with current/potential clients/members

• Articulate the brand’s strategic positioning, ensure consistent communication of brand image and position across all touch points with the consumer

• Develop annual marketing strategies and comprehensive plans designed to drive key business goals and initiatives

• Translate brand strategies into brand plans, positioning and go-to-market strategies

• Influence and lead internal and external marketing support teams in development and implementation of all aspects of annual marketing plans and activities, including, but not limited to:

  • Consumer insights/research

  • Content strategy development

  • Consumer PR

  • Corporate responsibility programs or Sponsorships

  • Events

  • Creative development

  • Connection planning and buying

  • Agency management

  • Strategic frameworks, briefs, timelines, internal processes

  • Campaign (acquisition, engagement) development and promotional strategies

  • Competitive landscape assessment

  • Marketing performance (measure all campaigns against goals - ROI, KPIs)

  • Collaborate and coordinate at the strategic and tactical levels with other functions of the organization, and at all levels

  • Manage and reconcile annual marketing budget (general ad fund)

  • Partner with the Purpose Brands Local Marketing Sr. Director to deliver franchisee-facing marketing support initiatives and projects – tools, materials, vendors, training (NFT, Vitals, Conference, etc.), and more

  • Manage and coach team members/employees

  • Identify business needs and marketing solutions – current and future

  • Provide outside-in view of emerging communication trends, championing for consideration and/or testing.

Strengths and Background

• 10 years of experience in brand marketing with at least 2 years in a senior leadership role.
• 5 years of experience managing agency partnerships and working cross-functionally with internal stakeholders.
• Proven experience in leading cross-functional teams within a matrixed organization
• Bachelor's degree in Marketing, Communications, Business or a related field.
• Strong executive presence with the ability to influence and collaborate with senior leadership.
• Excellent writing, storytelling and brand messaging skills, with the ability to translate insights into business strategy and consumer ideas
• Ability to manage multiple projects simultaneously, work under tight deadlines, and drive measurable impact.

Preferred Background

• Experience in Franchise Businesses.
• Background in integrated communications
• Industry experience in fitness, health, or wellness sectors.

What’s in it for you:

• Medical, Dental and Vision Coverage
• Hybrid Work Environment
• Life and Disability Insurance
• Unlimited Time off Paid Holidays
• Fridays off between Memorial Day and Labor Day
• 401(K) Savings Plan Matching at 4%
• Paid Parental Leave
• 10 Coaching and Therapy sessions
• Mental Health Benefits
• Brand Discounts & Reimbursements
• In-house workout facilities
• Professional Development Opportunities
• Team Building, Employee Engagement Activities & so much more