Senior Director, Brand Marketing - Anytime Fitness
Purpose Brands, the parent company of Orangetheory, Anytime Fitness, Waxing the City, and The Bar Method, is seeking a Senior Director, Brand Marketing to join its Anytime Fitness 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, Brand Marketing is responsible for leading the development and execution of growth strategies that accelerate member acquisition, improve consumer experience, and strengthen the Anytime Fitness brand.
Reporting to the VP, Global Marketing, this role serves as the strategic marketing leader responsible for identifying where future growth will come from and translating those opportunities into actionable business strategies. While the primary business accountability is delivering U.S. membership growth, this role also develops scalable marketing strategies, frameworks, and commercial growth initiatives that can strengthen the Anytime Fitness brand globally.
This role partners closely with Operations, Analytics, Product, Technology, Shared Services, and international marketing leaders to solve business challenges, improve commercial performance, and identify opportunities to grow the brand. Success requires a commercially-minded marketing leader who understands how brand strategy, consumer insights, product, pricing, experience, and marketing work together to drive sustainable business growth.
This is not a traditional marketing communications role. The ideal candidate is equally comfortable developing strategy, influencing senior stakeholders, solving complex business problems, and rolling up their sleeves to drive execution.
The Senior Director, Brand Marketing is responsible for leading the development and execution of growth strategies that accelerate member acquisition, improve consumer experience, and strengthen the Anytime Fitness brand.
Reporting to the VP, Global Marketing, this role serves as the strategic marketing leader responsible for identifying where future growth will come from and translating those opportunities into actionable business strategies. While the primary business accountability is delivering U.S. membership growth, this role also develops scalable marketing strategies, frameworks, and commercial growth initiatives that can strengthen the Anytime Fitness brand globally.
This role partners closely with Operations, Analytics, Product, Technology, Shared Services, and international marketing leaders to solve business challenges, improve commercial performance, and identify opportunities to grow the brand. Success requires a commercially-minded marketing leader who understands how brand strategy, consumer insights, product, pricing, experience, and marketing work together to drive sustainable business growth.
This is not a traditional marketing communications role. The ideal candidate is equally comfortable developing strategy, influencing senior stakeholders, solving complex business problems, and rolling up their sleeves to drive execution.
Purpose/Impact: (Duties & Essential Functions)
Brand Strategy & Growth
- Lead the development of marketing strategies that drive sustainable member growth and strengthen the Anytime Fitness brand.
- Identify opportunities across acquisition, conversion, retention, member value, and emerging consumer segments.
- Translate business priorities into clear marketing strategies and measurable growth plans.
- Continuously evaluate consumer trends, competitive activity, and market dynamics to identify future growth opportunities.
Commercial Marketing Strategy (4Ps)
- Lead marketing strategy across the key commercial levers of the business:
- Product: Position memberships, coaching, training, nutrition, recovery, and future offerings.
- Price: Develop promotional strategy, pricing architecture, packaging, and value communication.
- Place: Optimize the digital acquisition experience, online join process, and in-club consumer experience.
- Promotion: Define messaging strategy, campaign priorities, and go-to-market direction.
- Ensure marketing strategies strengthen the brand while delivering measurable commercial outcomes.
Growth Innovation
- Identify and evaluate new opportunities to accelerate brand growth.
- Develop business cases for new products, services, partnerships, and consumer experiences.
- Lead cross-functional growth initiatives from concept through implementation.
- Champion a culture of testing, learning, and continuous optimization.
Business Leadership
- Serve as the marketing representative on the Anytime Fitness U.S. Leadership Team.
- Partner with Operations, Analytics, Product, Technology, and Shared Services to solve business challenges and improve commercial performance.
- Influence strategic decisions across a highly matrixed organization.
- Bring an outside-in perspective on consumer behavior, industry trends, and competitive opportunities.
Performance & Optimization
- Monitor business and marketing performance to identify opportunities and risks.
- Use consumer insights, analytics, and market intelligence to refine strategies and improve business outcomes.
- Recommend and champion changes that improve acquisition, conversion, retention, and member value.
- Ensure marketing investments are aligned to measurable business objectives.
Driving Execution
- Lead high-impact strategic initiatives from concept through implementation.
- Remove barriers that slow execution and create momentum across cross-functional teams.
- Personally engage in key initiatives when needed to accelerate progress and improve outcomes.
- Balance long-term strategic planning with the pace and demands of a dynamic business.
Global Growth Contribution
- Develop scalable marketing frameworks and commercial growth strategies that can be leveraged by international master franchisees.
- Share best practices, insights, and learnings that strengthen marketing capabilities across the Anytime Fitness system.
- Partner with international stakeholders to identify opportunities where successful concepts can be adapted to local markets.
- Help build a stronger global marketing capability by creating repeatable models that support market-level growth.
Strengths & Background
Required
- 10+ years of progressive experience leading growth through marketing, brand strategy, commercial strategy, product marketing, consulting, or general management within a consumer-facing business.
- Proven track record of driving measurable business growth through marketing and commercial strategy.
- Experience developing marketing strategies that influence business performance beyond traditional communications.
- Strong understanding of customer acquisition, conversion, consumer experience, brand strategy, and commercial marketing.
- Demonstrated success leading cross-functional initiatives in a matrixed organization.
- Exceptional strategic thinking, analytical, communication, and influencing skills.
- Comfortable operating at both strategic and hands-on levels.
Preferred
- Experience in franchise, membership, retail, hospitality, or other distributed business models.
- Experience in fitness, health, wellness, or lifestyle brands.
- MBA or equivalent business strategy experience preferred.
Leadership Profile
- Thinks like a business leader first and a marketer second.
- Commercially minded with strong consumer intuition.
- Strategic, analytical, and highly execution-oriented.
- Comfortable navigating ambiguity and leading change.
- Builds strong partnerships and influences without direct authority.
- Curious, proactive, and energized by solving complex business challenges.
- Willingly rolls up their sleeves to drive meaningful business results.
Salary Range: $185k - $200k
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 SCHEDULE
Purpose 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
DIVERSITY, EQUITY, AND INCLUSION STATEMENT
Purpose Brands is committed to encouraging, facilitating, and upholding an environment centered on diversity, equity, and inclusion across every facet of the Purpose Brands. We will work to create a sustainable culture that supports a healthy space for learning and growing, valuing, and empowering every employee, inspiring a diverse franchise network, and uplifting the members and communities we serve.
EEO STATEMENT
Purpose Brands provides equal employment opportunity to all individuals regardless of their race, color, creed, religion, gender, age, sexual orientation, national origin, disability, veteran status, or any other characteristic protected by state, federal, or local law. Discrimination of any type will not be tolerated.