JOB SUMMARYResponsible for all aspects of Field Marketing for a defined market and its multiple regions and districts. Owns the local growth agenda, translating brand strategy into a connected, omni-channel plan that spans local digital media, social, events and experiential, community partnerships, and traditional channels. Leads the relationship with field sales partners and agencies, mines DMA-level data and competitive insight, and is accountable for measurable member acquisition, retention, and pipeline contribution across the market.
ESSENTIAL DUTIES & RESPONSIBILITIES- Local marketing strategy & planning. Lead strategic planning for the market: set objectives, lead campaign planning, allocate and manage budget, and execute integrated tactics across in-club, digital, social channels and events.
- Demand generation & acquisition. Develop and optimize local campaign-based programs that drive traffic, leads, trials, and membership sales at existing clubs in partnership with Marketing and Sales teams.
- Community & partnerships. Evaluate regional and local community opportunities such as event sponsorships and donations.
- Social, content & community. Guide local organic social, content, influencer/community partnerships, and online reputation/review management to strengthen brand affinity in-market.
- Analytics, measurement & ROI. Report on KPIs and analyze performance across the marketing funnel. Recommend actions to address underperforming markets, clubs, and competitive situations.
- Competitive intelligence. Own competitive intelligence for the market, drawing on outside sources and on-the-ground shops, and leverage it with market knowledge to make fact-based decisions and educate DMA teams.
- Field partnership & communication. Serve as the Voice of Marketing to field leadership; communicate plans and results clearly and frequently visit and interact with club and corporate teams at all levels.
- Budget management. Oversee local marketing budget and report on spend efficiency and return.
ORGANIZATION RELATIONSHIPSProactively forges relationships with corporate and club teams while working across the broader Marketing and cross-functional organization. Reports to the Senior Director, Marketing.
QUALIFICATIONS Required Knowledge, Skills & Abilities- Solid marketing and brand fundamentals across both digital and traditional channels, including paid and organic social, paid search, SEO, email/SMS, direct mail, media, web, events, and promotions.
- Hands-on experience with martech: CRM (e.g., Salesforce or HubSpot), marketing automation, and paid media platforms (e.g., Meta, Google Ads).
- Strong analytical skills with the ability to define KPIs, work with dashboards and attribution (e.g., Tableau, Power BI, Looker, or GA4), and translate data into action.
- Proven event/experiential marketing and local activation experience.
- Strategic insight and business acumen; ability to manage business analysis and budgets.
- Clear, effective communicator with executives, management, club employees, agencies, and partners; strong presentation skills.
- Proven creativity in developing new marketing ideas and initiatives.
- Strong cross-functional and collaborative skills; able to influence in a matrix environment.
- Consumer-focused with excellent customer-service orientation.
- Comfort adopting modern productivity and AI-assisted marketing tools.
- Proficient with Microsoft Office (Excel, Word, PowerPoint).
- Able to balance priorities, meet deadlines, and manage continuous change in a fast-paced environment.
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.
Preferred QualificationsKnowledge, Skills & Abilities- Experience marketing a multi-unit retail, fitness, or consumer-services brand across multiple DMAs.
- Account-based or geo-targeted local marketing experience.
- Familiarity with local SEO, listings management, and online reputation/review programs.
Education / Certifications- Master's degree or MBA in Marketing, Advertising, or Communications.
Work Experience & Qualifications- 5+ years in lead generation and acquisition at a multi-chain retailer.
- Track record of measurable ROI on local/field marketing spend.
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.
