JOB SUMMARYWe're looking for a Senior Director of Brand & Creative to be the guardian and champion of our brand across every member and prospect touchpoint. This person will define how the brand looks, sounds, and feels -- from national campaigns to in-club signage to social content -- and will build the creative engine (people, process, and partners) that brings it to life at scale across our club portfolio. This is a highly visible role that partners closely with Marketing Strategy, Local/Field Marketing, Digital, Partnerships, and Club Operations, and reports into marketing leadership with regular visibility to the executive team.
ESSENTIAL DUTIES & RESPONSIBILITIESBrand Strategy & Stewardship- Own and evolve brand positioning, voice, visual identity, and brand guidelines; serve as the final arbiter of brand consistency across all consumer touchpoints (advertising, in-club, digital, social, partnerships, sponsorships).
- Translate business and marketing strategy into a clear, differentiated brand platform that resonates with both core and aspirational member segments.
- Maintain a deep understanding of our key competitors in each market and the fitness industry as a whole and consistently benchmark against them
- Lead brand health tracking and use consumer insight/research to sharpen positioning over time.
Creative Leadership- Build, lead, and mentor both internal and external creative teams (design, copy, video/content production) and manage external agencies and other contractors as needed.
- Set creative vision and quality bar for major campaigns, brand refresh initiatives, club marketing materials, and always-on content.
- Oversee creative development from brief through production and final delivery, balancing craft with speed and budget discipline.
Campaign & Content Development- Partner with other areas of Marketing to develop integrated campaigns across paid, owned, and earned channels (TV/streaming, OOH, social, digital, in-club).
- Guide creative for major brand moments: new product/program launches, club openings and refreshes, brand partnerships (e.g., sports/entertainment tie-ins), and seasonal acquisition campaigns.
- Ensure creative output performs -- working with performance marketing partners to test, learn, and iterate based on engagement and conversion data.
Cross-Functional Partnership- Act as the creative and brand voice in cross-functional planning with other areas of Marketing, Digital, Product and Pricing, Operations, and Field Leadership.
- Partner with Local Field Marketing to build flexible, on-brand toolkits that club-level teams can execute against.
- Present brand and creative work to senior leadership and, as needed, the Board.
Team & Vendor Management- Recruit, develop, and manage a high-performing brand/creative team; set goals, give feedback, and build career paths.
- Manage creative agency relationships and contracts, including scoping, budgeting, and performance evaluation.
- Own the brand/creative budget, ensuring efficient allocation across in-house and external production.
What Success Looks Like in the First Year- A refreshed or sharpened brand platform (positioning, voice, visual identity) that the whole organization can rally around and execute consistently.
- A high-functioning creative team/agency model that reliably delivers on-brand, high-quality work on time and on budget.
- Demonstrated lift in brand health metrics and/or campaign performance tied to creative improvements.
- Strong cross-functional trust -- Sr. Leadership, Field Leadership, all areas of Marketing, Digital, and Operations see Brand & Creative as a true partner, not a bottleneck.
QUALIFICATIONS Required Knowledge, Skills & Abilities- 10+ years of progressive experience in brand marketing and creative leadership, including at least 3-5 years managing teams and agency partners; experience in fitness, health & wellness, retail, or consumer subscription/membership businesses strongly preferred.
- A portfolio of brand and campaign work that demonstrates strong strategic thinking as well as creative craft and taste.
- Proven experience building or evolving a brand identity and translating it consistently across a large, multi-location footprint (fitness, retail, restaurant, or similar multi-unit environment a plus).
- Strong people-leadership skills: track record of building, developing, and retaining creative talent.
- Experience managing external creative/production agencies, including scoping, budgeting, and holding partners accountable to quality and timelines.
- Comfort operating at both the strategic (positioning, brand architecture) and tactical (reviewing a storyboard, editing a headline) levels.
- Data-informed approach to creative -- comfortable partnering with analytics/performance teams to understand what's working and why.
- Excellent presentation and storytelling skills; experience presenting to senior executives and/or a Board.
- Bachelor's degree in Marketing, Communications, Design, or related field; MBA a plus but not required.
Minimum Education / Certifications- Bachelor's degree in marketing, communications, or a related field.
Minimum Work Experience & Qualifications- 7+ years of marketing experience building growth-oriented consumer brands in a fast-paced environment.
- Demonstrated experience across digital channels (paid social/search, SEO, email/SMS) alongside traditional media and direct marketing.
- Retail, operations, and/or merchandising experience.
- Experience directing advertising, PR, and/or digital agencies.
- Experience with media planning and buying, demand/lead generation, and marketing promotions.
- People-management experience.
Physical Demands/ Environmental Conditions- Occasional lifting, set-up, and take-down for outside events.
Travel Requirement- Minimum 25% travel, including overnights, locally and regionally.
- Driving (up to several hours per leg) and/or flying between regional DMAs.
BENEFITS AT 24In line with our mission to create a healthier, happier world, we offer comprehensive benefits to help our team members do just that. We offer benefits such as paid time off, medical and dental coverage, 401k with match for qualifying positions, a free gym membership, and discounts on products and personal training. We also have a variety of Employee Resource Groups that you can connect with to participate in community events both in-person and virtually.
