Director of Marketing

FORMULA FIG  

ABOUT THE COMPANY

Formula Fig is a multi-location facial bar and wellness company with locations across British Columbia, Ontario, and California. We're expanding beyond services into product with FFFormulations, a new consumer skincare line. This role sits at the center of that expansion, the single owner of marketing strategy, growth, and brand across both.

THE ROLE

We're seeking a Director of Marketing to be the CEO's direct partner on marketing across a multi-location service business and a new product brand launching in parallel. You'll build the team, the reporting rhythm, and the strategy that gets both brands to their next stage of growth.

This is a hybrid mandate by design: equal parts performance-minded growth marketer (guest acquisition, membership, ecommerce conversion, retention) and brand builder (positioning, creative direction, PR, partnerships). You'll translate business priorities and guest insights into compelling, integrated marketing programs.

WHAT YOU'LL OWN

Growth Marketing

• New guest and new member acquisition across organic, local, and partnership channels for Formula Fig's physical locations.
• Retention and lifecycle marketing — membership renewal, win-back, and repeat-purchase programs across both brands.
• Attribution and measurement — clean, trustworthy reporting on what's driving (or not driving) acquisition and revenue.

Brand Marketing

• Own and evolve brand strategy and positioning for Formula Fig and FFFormulations as distinct but related brands — ensuring each stays distinctive, relevant, and compelling to our target guests.
• Translate guest insights, cultural trends, and business priorities into actionable brand strategy, and steward consistent brand expression across every channel and guest touchpoint.
• Creative direction, in partnership with the CEO & creative team, across campaigns, content, and launch materials — with clear objectives, briefs, timelines, and measures of success for every campaign.
• Fig Fans, our influencer and community ambassador program as a core acquisition and brand-awareness channel.
• Social channel strategy and execution across Instagram, TikTok, and LinkedIn, content calendar, production ownership, and performance reporting.
• Strategic partnerships and brand experiences: lead partnership campaigns from concept and partner evaluation through negotiation, execution, and measurement, and identify experiential, cultural, and earned-media moments — including community or social-impact initiatives, that authentically build brand credibility and reach.

Reporting & Operations

• Own the marketing reporting cadence directly to the CEO: KPI dashboards, forecast-to-actual, and campaign postmortems, on a consistent schedule.
• Build and manage the marketing budget and promotional calendar across both brands, in partnership with Finance and Retail Operations.
• Bring rigor to planning and prioritization — a single source of truth for what's running, who owns it, and how it's performing.

Team Leadership

• Manage, and develop a marketing team across digital, social/community, creative, and brand partnerships, coaching toward clear priorities, feedback, and growth for each team member.
• Manage external agencies and consultants supporting specific channels or launches.
• Set clear ownership and scope for every marketing workstream — and hold the team accountable to it.

WHAT YOU BRING

• Experience: 8–10+ years in marketing, including at least 3–5 years in a leadership role owning strategy and a team.
• Range: A genuine hybrid track record — you can point to real growth marketing results (acquisition, conversion, retention) and real brand marketing results (positioning, campaigns, partnerships, PR) in the same career, not just one. Strong brand, creative, and cultural instincts, paired with commercial and guest-behavior awareness.
• Industry: Experience in multi-location retail, hospitality, or beauty/wellness services, and/or DTC consumer products — dual exposure to both is a strong plus given this role spans both.
• Reporting: Comfort owning KPI reporting directly to a CEO or board, including brand health measures (awareness, consideration, perception, engagement, loyalty) alongside growth metrics — you build the dashboard, not just fill in someone else's.
• Environment: Founder-led or startup company experience — you're comfortable with ambiguity, fast pivots, and building process rather than inheriting it. An entrepreneurial mindset, strong judgment, and a bias toward thoughtful action.
• Management: A track record of managing both people and external partners/agencies effectively, including coaching and developing team members.
• Community: Experience building or scaling an influencer, ambassador, or community advocacy program — a Fig Fans-style layer is central to this role, not an afterthought.

WHAT SUCCESS LOOKS LIKE

• Formula Fig and FFFormulations each have a clear, distinctive, and consistently applied brand positioning.
• Integrated campaigns strengthen awareness, relevance, consideration, and guest loyalty — and brand and growth marketing operate as connected parts of the same guest journey, not separate tracks.
• Partnerships and activations expand the brand's reach while remaining authentic to its identity.
• Marketing priorities, ownership, and measures of success are clearly defined and reported on a consistent cadence.
• The marketing team produces consistently strong work and grows in capability and impact as the function scales.

COMPENSATION & BENEFITS

• Base salary: $165,000 - $185,000 USD, Final offer depends on experience, location, and scope at hire.
• Benefits: Health benefits, paid time off, and standard employment benefits per your country/state of residence.
• Perks: Employee discount across Formula Fig locations and FFFormulations products.

TO APPLY

Please submit your resume along with a short note on one growth marketing win and one brand marketing win from your career — we want to see the range this role requires.

Formula Fig is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.