The Director, Global Marketing owns the demand generation engine that fuels Orangetheory's growth: filling the top of the funnel with high-quality leads, converting those leads into new members, and maximizing the revenue each new member generates. This is a numbers-driven role for a marketer who lives in the funnel - someone who spots growth opportunities in the data before anyone else, moves fast when lead flow dips, and knows how to design promotions that grow both new joins and revenue per member.
Reporting to the VP, Global Marketing, this role is directly accountable for new member join volume, lead-to-join conversion, and acquisition revenue performance. The Director partners closely with Operations, Analytics, Product, Technology, Growth, Sales and franchise owners to build repeatable, scalable demand generation programs that perform at the national level and convert at the studio level.
This is not a brand communications role. The ideal candidate is a hands-on demand gen operator: equally comfortable interrogating a funnel dashboard, rebuilding a lead nurture sequence, pressure-testing a promotional offer, and presenting an acquisition plan to senior leadership.
Purpose/Impact (Duties & Essential Functions)Demand Generation Strategy• Focus on the end-to-end demand generation strategy with clear targets for lead volume, cost per lead, lead-to-join conversion, and new member joins..
• Develop full-funnel campaign strategies that generate demand among new consumer segments while efficiently converting in-market prospects.
• Continuously test and scale new lead generation channels, formats, and tactics ahead of competitors.
Analytics-Driven Growth Identification• Live in the data: monitor funnel performance daily across markets, channels, and studio cohorts to identify growth opportunities and emerging risks.
• Use CAC, LTV, conversion, and cohort analysis to determine where the next dollar of acquisition spend works hardest.
• Diagnose underperformance at any stage of the funnel - traffic, lead capture, appointment set, show rate, close rate - and translate findings into specific, prioritized actions.
• Partner with Analytics to strengthen attribution, forecasting, and lead scoring so acquisition decisions are made on evidence, not instinct.
• Package insights into clear business narratives that drive decisions with senior leadership and franchise owners.
Lead Recovery & Conversion Optimization• Detect lead flow or conversion dips early and act quickly - deploying rapid-response recovery campaigns, offer adjustments, and channel shifts to protect join targets.
• Own recovery programs across the funnel: unbooked leads, no-show intro classes, aged leads, referrals programs and former-member win-back.
• Relentlessly optimize the digital join path and class-booking experience to lift conversion at every step.
• Equip studios with lead follow-up playbooks, cadences, and tools that convert marketing-generated leads into booked intro classes and joins.
Promotional Planning & Revenue Growth• Design and own the national promotional plan - offer architecture, timing, depth, and targeting - engineered to grow new joins and revenue per member, not just discount volume.
• Develop promotional strategies that trade consumers up: premium memberships, class packages, and attach opportunities that raise average revenue per new join.
• Run structured price and offer testing to identify the promotions that maximize total acquisition revenue.
• Forecast, measure, and report promotional performance - incremental joins, revenue per member, payback - and iterate every cycle.
• Balance short-term join volume with long-term member value and brand health.
Lead Generation Programs & Channels• Work with local agencies and in-house growth and brand teams across paid search, paid social, programmatic, and emerging channels to hit volume and efficiency targets.
• Scale referral, member-get-member, and partnership programs into reliable lead sources.
• Ensure landing pages, lead capture, local and national campaigns work flawlessly - every lead gets to a studio fast, with context.
Business Leadership & Execution• Partner with Operations, Fitness, Product, Technology, and Shared Services to remove friction between marketing-generated demand and in-studio conversion.
• Influence strategic decisions across a highly matrixed, franchise-based organization.
Strengths & BackgroundRequired• 8+ years of progressive experience in demand generation, acquisition, growth, or performance marketing for a consumer-facing business, with direct ownership of lead and revenue targets.
• Proven track record of hitting aggressive customer acquisition goals and improving funnel conversion at scale.
• Deep command of funnel analytics: CAC, LTV, CPL, conversion rates, cohort analysis, attribution, and incrementality testing.
• Hands-on experience with promotional and offer strategy - designing, testing, and measuring promotions that grow both volume and revenue per customer.
• Experience building automated lead nurture and recovery programs.
• Demonstrated ability to move fast: diagnosing a performance dip and deploying corrective action within days, not quarters.
• Strong command of paid media strategy across search, social, and programmatic, including agency management.
• Exceptional analytical, communication, and cross-functional influencing skills.
Preferred• Experience in franchise, membership, subscription, boutique fitness, or other recurring-revenue business models.
• Experience marketing a service that converts through a local, in-person sales moment (intro class, tour, consultation).
• Experience in fitness, health, wellness, or lifestyle brands.
• MBA or equivalent quantitative/business strategy experience.
Leadership Profile• Thinks like a P&L owner first and a marketer second - every campaign has a number attached.
• Insatiably analytical, with strong instincts for what the data means and what to do next.
• Acts with urgency; treats a lead flow dip as a same-week problem.
• Builds test-and-learn discipline into everything the team ships.
• Builds strong partnerships and influences without direct authority, including with franchise owners.
• Comfortable navigating ambiguity and leading change.
• Willingly rolls up their sleeves to drive meaningful business results.
What's in it for you?We offer a competitive salary along with exceptional benefits such as:
- Medical, Dental and Vision Coverage
- Hybrid Work Environment
- Life and Disability Insurance
- Unlimited Time off + Paid Holidays
- Flexible Friday's between Memorial Day and Labor Day
- 401(K) Savings Plan Matching at 4%
- 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
WORK SCHEDULEPurpose Brands LLC, currently observe the following hybrid work model for employees at our Boca Raton (FL), Woodbury (MN), and Seattle (WA) offices:
- Remote optional: Fridays
- On-site days: Mondays, Tuesdays, Wednesdays and Thursdays
