[Remote] Sr Director, Brand Marketing

Note: The job is a remote job and is open to candidates in USA. 24 Hour Fitness is seeking a Senior Director of Brand Marketing to champion and evolve its brand across member and prospect touchpoints. The role leads brand strategy, creative development, integrated campaigns, and the teams and agency partners responsible for delivering consistent brand work across the company’s club portfolio.

Responsibilities

• 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
• 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
• 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
• 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
• 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

Skills

• 10+ years of progressive experience in brand marketing and creative leadership, including at least 3-5 years managing teams and agency partners
• 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
• 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
• Bachelor's degree in marketing, communications, or a related field
• 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
• Experience in fitness, health & wellness, retail, or consumer subscription/membership businesses
• Fitness, retail, restaurant, or similar multi-unit environment a plus
• MBA a plus but not required

Benefits

• Paid time off
• Medical and dental coverage
• 401k with match for qualifying positions
• A free gym membership
• Discounts on products and personal training
• Employee Resource Groups with opportunities to participate in community events both in-person and virtually

Company Overview