Sr. Director, Digital & Retention Marketing

ABOUT US

For over 40 years, 24 Hour Fitness has been a leader in the industry, driven by our mission to help our community live healthier and happier through the transformative power of fitness. With clubs nationwide, we create inclusive, welcoming spaces equipped with premium strength and cardio equipment, studio classes, and innovative digital tools. Our impact goes beyond the gym--we support our members' total well-being through coaching, connection, and community. Join us and be part of a team that's changing lives every day!

JOB SUMMARYWe're looking for a growth and lifecycle marketing leader to own the full member journey, from first impression to long-term loyalty. You'll set and lead our acquisition and retention marketing strategy, turning member insights and data into always-on programs that grow our member base, deepen engagement and keep members longer. You'll lead performance and digital media, lifecycle and CRM marketing, and our member communications calendar, and you'll be accountable for the ROI of our acquisition and retention marketing investment. ESSENTIAL DUTIES & RESPONSIBILITIESAcquisition

• Own the acquisition strategy and annual plan to deliver the join targets set by Finance at an efficient cost per join
• Set channel strategy and investment mix across paid search, paid social, programmatic, digital audio, OTT/CTV, linear TV, out of home and direct mail
• Allocate investment across markets and clubs based on club performance, capacity and new club ramp, in partnership with Field Marketing
• Build media forecasts and scenario plans against join targets, and manage budgets, pacing and in-month reallocation across channels and markets
• Lead new member offer and promotional strategy, including seasonal peaks, testing offers by market and balancing cost per join against member quality and retention
• Identify and validate new audience opportunities using member insights and market data, and translate them into media and creative briefs
• Design and implement a rigorous test and learn roadmap to validate new ideas that support business objectives
• Turn performance and audience signals into creative briefs and a continuous creative testing loop with Brand & Creative
• Partner with Digital teams on search, local listings, landing pages and the online join flow to improve conversion
• Develop referral, affiliate and strategic partnership channels that drive efficient new member growth

Lifecycle and retention

• Own lifecycle programs across email, SMS, push and in-app, including onboarding, engagement, retention and win-back journeys
• Design onboarding and habit-building programs that help new members build a routine in their first 90 days
• Own the member contact calendar and contact rules so every member-facing message is coordinated, relevant and well timed
• Partner with the Digital & Retention team on retention strategy, segmentation, journey triggers, personalization, testing and measurement, and translate strategy into marketing execution
• Collaborate with Member Engagement and Field Marketing leaders to feature member programs, add-on services and local campaigns in lifecycle plans

Reporting, partners and leadership

• Maintain an acquisition and retention scorecard and consistent performance reporting, in partnership with analytics teams
• Ensure accurate tracking and reporting of results across channels
• Lead the agency of record relationship for paid media, email and creative production, including scope, briefs, service levels, quality standards and test roadmaps
• Lead, develop and mentor a team of two direct reports: a Sr Manager, Digital Marketing &

Media and a Manager, Retention Marketing

• Represent growth and lifecycle marketing with executive leadership, including media strategies, promotions, forecasts and results

QUALIFICATIONS

• 12+ years of marketing experience, with a track record of driving growth through integrated acquisition and retention programs
• Experience owning both acquisition and retention outcomes; experience in a subscription or membership business strongly preferred
• 5+ years leading paid media and performance marketing with eight-figure budgets across digital and traditional channels
• Proven experience in lifecycle, CRM or retention marketing
• Strong analytical skills and comfort using data to optimize performance and make decisions
• Experience leading agency partners, including an agency of record
• Experience with multi-location or local market businesses a plus
• 5+ years as a people manager with a passion for coaching and developing your team
• Experience partnering with data, digital and product teams to turn insights into programs
• Strong ability to create clarity from ambiguity
• Interest and passion in health and fitness
• Test and learn mindset with the ability to adapt and solve problems within a dynamic environment
• Ability to inform and influence senior leaders, and to communicate data with storytelling
• Bachelor's degree in marketing, business or a related field; MBA a plus

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 to facilitate connections with other team members and participation in community events both in-person and virtually.

Disclaimer

DISCLAIMER: This job description is intended to describe the general nature and level of work performed by individuals assigned to this job. Responsibilities and functions may vary based on any number of business-related factors, including but not limited to: club location, size, revenue, amenities, staffing, etc. This job description is not exhaustive and is subject to change. Additionally, 24 Hour Fitness provides reasonable accommodation to qualified individuals with disabilities to assist them with performing their essential functions unless doing so would cause undue hardship.