Head of Brand & Performance Marketing

Role Purpose

The Marketing Manager is responsible for leading brand, digital, and performance marketing across all Society divisions, ensuring strong brand positioning, consistent messaging, and measurable commercial impact.

Reporting to the Group Marketing Director, with dotted-line accountability to the Operations Director and CEO, the role acts as the connector between brand strategy and operational execution, supporting Sales, Fitness, Wellness, Academies, F&B, and Learning with campaigns that drive awareness, qualified demand, engagement, and long-term brand equity.

The role owns marketing strategy execution, demand generation, digital growth, CRM journeys, content direction, and marketing innovation, ensuring marketing activity directly supports sales performance, member experience, and retention without overlapping ownership of in-club execution or conversion outcomes.

Key Responsibilities

Brand Management & Positioning

• Own and protect the Society brand identity across all touchpoints.

• Ensure consistency of tone, messaging, and visual standards across clubs, digital platforms, campaigns, and partnerships.

• Act as brand guardian for all internal and external communications.

• Support the launch of new products, services, and locations in line with brand strategy.

• Ensure brand execution aligns with Group guidelines and operational realities.

Campaign Planning & Execution

• Plan and deliver integrated marketing campaigns across paid and organic digital, social media, email/CRM, in-club marketing, partnerships, and activations.

• Support membership sales, product launches, seasonal initiatives, and community campaigns.

• Work closely with the Sales Manager to align campaigns with commercial priorities.

• Manage campaign timelines, budgets, and performance against agreed KPIs.

• Ensure all campaigns are delivered on brand, on time, and with measurable impact.

Lead Generation & Commercial Support

• Own qualified lead generation across all Society locations and divisions.

• Drive traffic, demand, and enquiry volume through digital and offline channels.

• Support in-club and Call Centre Sales teams with campaign messaging, promotional calendars, and sales collateral.

• Track and optimise cost per lead (CPL), lead quality, and campaign contribution to the sales funnel in partnership with Sales.

• Support cross-sell and upsell initiatives across Fitness, Wellness, Academies, and F&B.

• Maintain clear visibility of marketing contribution without owning sales conversion.

Digital, Performance Marketing & Platforms

• Own digital marketing channels including website, landing pages, paid media, and organic social platforms.

• Balance short-term performance marketing with long-term brand building.

• Optimise spend and performance using data-led insights.

• Ensure platforms, pixels, and tracking are correctly configured and maintained.

• Provide regular reporting on digital performance and ROI.

CRM, Lead Nurturing & Lifecycle Marketing

• Own marketing-led CRM journeys including lead nurturing, onboarding communications, engagement, retention, and win-back campaigns.

• Ensure CRM journeys support Sales and Operations processes.

• Work cross-functionally to align messaging with execution.

• Maintain clean data, segmentation, and campaign logic within CRM platforms.

AI, Automation & Marketing Innovation

• Identify and implement AI-driven tools and automation to improve efficiency, scale, content quality, and insight.

• Pilot new technologies and workflows to enhance marketing performance.

• Document and scale successful innovations across the business.

• Ensure innovation enhances, rather than replaces, human-led service and sales experiences.

Content Direction & Creative Excellence

• Set content direction across digital platforms, campaigns, in-club assets, partnerships, and events.

• Ensure creative output aligns with brand tone and commercial objectives.

• Brief, manage, and review creative work from internal teams and external agencies.

• Maintain high standards of storytelling, design, and messaging consistency.

Member Engagement, Events & Cross-Functional Collaboration

• Support member engagement initiatives including challenges,…