Lead brand marketing transformation by developing data-driven, full-funnel omni-channel campaigns, content and editorial strategies, member and influencer marketing, product launches, events, and member experiences. Build marketing capabilities, collaborate cross-functionally, manage KPIs and reporting, and execute strategic and hands-on initiatives to drive member engagement, retention, and brand growth.
Job Summary & Responsibilities
QUALIFICATIONS
Required Knowledge, Skills & Abilities
Disclaimer
DISCLAIMER: The above statements are intended to describe the general nature and level of work being performed by incumbents assigned to this job. This is not intended to be an exhaustive list of all responsibilities, duties, and skills required. The incumbent may be expected to perform other duties as assigned. This job may be reviewed as duties and responsibilities change with business necessity.
COMPLIANCE & INTEGRITY: Consistently supports compliance and Workplace Conduct by maintaining the privacy and confidentiality of information, protecting the assets of the organization, acting with ethics and integrity, reporting non-compliance, and adhering to applicable federal, state, and local laws and regulations, accreditation and licensure requirements (if applicable), and 24 Hour Fitness' policies and procedures. All Directors, Managers, and Supervisors are accountable for communication, implementation, enforcement, monitoring, and oversight of compliance policies and practices in their departments.
SERVICE & QUALITY: In addition to defined technical requirements, accountable for consistently demonstrating service behaviors and principles defined by 24 Hour Fitness as well as specific departmental/organizational initiatives. Also accountable for consistently demonstrating the knowledge, skills, abilities, and behaviors necessary to provide superior and culturally sensitive service to members and team members, contracted providers, and vendors.
WORKPLACE SAFETY: In addition to defined working conditions and physical requirements, employees are accountable for working safely; following established policies and procedures; and reporting all injuries and hazards to their supervisor immediately. Supervisors and Managers are accountable for ensuring the safety performance of employees; applying consistent practices in compliance with federal, state, and local regulations; and providing guidance to maintain a safe and healthy work environment.
ABOUT US
Celebrating over 40 years as an industry leader, 24 Hour Fitness is committed to creating a healthier, happier world through fitness with over 270 clubs in 11 states nationwide. We provide a welcoming and inclusive environment, with thousands of square feet of premium strength and cardio equipment, turf zones, free weights, functional training areas, and more. Studio and cycle classes, personal training, and innovative digital and virtual offerings are all available options to keep our member's minds and bodies fit. Join us in creating a healthy happier world by changing lives through fitness!
Celebrating over 40 years as an industry leader, 24 Hour Fitness is committed to creating a healthier, happier world through fitness with over 270 clubs in 11 states nationwide. We provide a welcoming and inclusive environment, with thousands of square feet of premium strength and cardio equipment, turf zones, free weights, functional training areas, and more. Studio and cycle classes, personal training, and innovative digital and virtual offerings are all available options to keep our member's minds and bodies fit. Join us in creating a healthy happier world by changing lives through fitness!
JOB SUMMARY
We're looking for a Senior Director of Brand & Creative to be the guardian and champion of our brand across every member and prospect touchpoint. This person will define how the brand looks, sounds, and feels -- from national campaigns to in-club signage to social content -- and will build the creative engine (people, process, and partners) that brings it to life at scale across our club portfolio. This is a highly visible role that partners closely with Marketing Strategy, Local/Field Marketing, Digital, Partnerships, and Club Operations, and reports into marketing leadership with regular visibility to the executive team.
We're looking for a Senior Director of Brand & Creative to be the guardian and champion of our brand across every member and prospect touchpoint. This person will define how the brand looks, sounds, and feels -- from national campaigns to in-club signage to social content -- and will build the creative engine (people, process, and partners) that brings it to life at scale across our club portfolio. This is a highly visible role that partners closely with Marketing Strategy, Local/Field Marketing, Digital, Partnerships, and Club Operations, and reports into marketing leadership with regular visibility to the executive team.
ESSENTIAL DUTIES & RESPONSIBILITIES
Brand Strategy & Stewardship
- 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.
Creative Leadership
- 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.
Campaign & Content Development
- 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.
Cross-Functional Partnership
- 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.
Team & Vendor Management
- 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.
What Success Looks Like in the First Year
- A refreshed or sharpened brand platform (positioning, voice, visual identity) that the whole organization can rally around and execute consistently.
- A high-functioning creative team/agency model that reliably delivers on-brand, high-quality work on time and on budget.
- Demonstrated lift in brand health metrics and/or campaign performance tied to creative improvements.
- Strong cross-functional trust -- Sr. Leadership, Field Leadership, all areas of Marketing, Digital, and Operations see Brand & Creative as a true partner, not a bottleneck.
QUALIFICATIONS
Required Knowledge, Skills & Abilities
- 10+ years of progressive experience in brand marketing and creative leadership, including at least 3-5 years managing teams and agency partners; experience in fitness, health & wellness, retail, or consumer subscription/membership businesses strongly preferred.
- 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 (fitness, retail, restaurant, or similar multi-unit environment a plus).
- 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; MBA a plus but not required.
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.
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 24
In 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.
In 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.
Disclaimer
DISCLAIMER: The above statements are intended to describe the general nature and level of work being performed by incumbents assigned to this job. This is not intended to be an exhaustive list of all responsibilities, duties, and skills required. The incumbent may be expected to perform other duties as assigned. This job may be reviewed as duties and responsibilities change with business necessity.
COMPLIANCE & INTEGRITY: Consistently supports compliance and Workplace Conduct by maintaining the privacy and confidentiality of information, protecting the assets of the organization, acting with ethics and integrity, reporting non-compliance, and adhering to applicable federal, state, and local laws and regulations, accreditation and licensure requirements (if applicable), and 24 Hour Fitness' policies and procedures. All Directors, Managers, and Supervisors are accountable for communication, implementation, enforcement, monitoring, and oversight of compliance policies and practices in their departments.
SERVICE & QUALITY: In addition to defined technical requirements, accountable for consistently demonstrating service behaviors and principles defined by 24 Hour Fitness as well as specific departmental/organizational initiatives. Also accountable for consistently demonstrating the knowledge, skills, abilities, and behaviors necessary to provide superior and culturally sensitive service to members and team members, contracted providers, and vendors.
WORKPLACE SAFETY: In addition to defined working conditions and physical requirements, employees are accountable for working safely; following established policies and procedures; and reporting all injuries and hazards to their supervisor immediately. Supervisors and Managers are accountable for ensuring the safety performance of employees; applying consistent practices in compliance with federal, state, and local regulations; and providing guidance to maintain a safe and healthy work environment.
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