Senior Director, Brand Marketing - Fitness

Purpose Brands, the parent company of Orange theory, 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.

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.

• 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.

• 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.

• 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.

• 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.

• 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.

• 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…