Director of Digital Marketing

Paid Ads Campaign Buildout & Execution

• Create campaign structures that support lead generation, online membership sales, free trials, personal training offers, seasonal promotions, and location-specific campaigns.
• Set up campaigns, ad groups, ad sets, audiences, keywords, placements, budgets, bids, UTMs, conversion goals, and tracking parameters.
• Write and refine ad copy, headlines, descriptions, calls-to-action, and creative direction for campaign testing.
• Ensure campaigns are launched accurately, on time, and aligned with business goals.

Google Ads Management

• Build and optimize Google Search campaigns for high-intent membership, gym, fitness, personal training, family membership, swim, tennis, pickleball, wellness, and location-based searches.
• Manage keyword research, match types, negative keywords, ad extensions/assets, bidding strategies, budget pacing, Quality Score improvement, and search term analysis.
• Build and manage Performance Max, YouTube, Display, Local, and remarketing campaigns where appropriate.
• Track and improve cost per lead, conversion rate, impression share, click-through rate, cost per click, and lead quality.

Meta Ads Management

• Build and manage Meta campaigns across Facebook and Instagram for lead generation, awareness, retargeting, traffic, and conversion objectives.
• Develop audience strategies using interests, behaviors, lookalikes, custom audiences, website visitors, engagement audiences, and CRM-based lists where available.
• Test creative formats including static ads, video ads, reels, carousel ads, lead forms, landing page campaigns, and retargeting sequences.
• Monitor and optimize campaign performance based on CPL, CTR, frequency, creative fatigue, audience quality, lead quality, and conversion outcomes.

Testing & Optimization

• Create and manage structured A/B tests for audiences, offers, creative, copy, landing pages, forms, placements, and calls-to-action.
• Monitor campaigns daily and make optimization decisions based on performance trends.
• Scale winning campaigns and pause or revise underperforming campaigns quickly.
• Test campaign variables with discipline so results are clear and actionable.

Tracking, Attribution & Reporting

• Set up and manage tracking using UTMs, pixels, conversion events, Google Tag Manager, Google Analytics 4, Meta Pixel, Google Ads conversions, and CRM reporting tools.
• Partner with the HubSpot Specialist to ensure lead sources, campaign attribution, and conversion data are accurately captured.
• Track campaign performance from ad click to lead submission, sales follow-up, appointment booking, and membership conversion where possible.
• Build regular reports showing spend, impressions, clicks, CTR, CPC, CPL, conversion rate, lead quality, and campaign ROI.
• Translate campaign data into clear recommendations for creative, budget, audience, and offer adjustments.

Multi-Location Campaign Management

• Manage campaigns across multiple Genesis Health Clubs locations and markets.
• Customize campaigns by club, geography, audience, amenity, offer, and market need.
• Help identify which locations need additional lead support, which campaigns are performing best, and where budget should be shifted.
• Maintain clear campaign naming conventions, tracking standards, and reporting structures across all locations.

Collaboration With Marketing & Sales

• Work with the creative team to request and test high-performing assets.
• Collaborate with the HubSpot Specialist to ensure leads are routed properly and follow-up workflows are functioning.
• Partner with sales leadership to understand lead quality, appointment rates, closing rates, and campaign feedback.
• Use sales feedback to improve targeting, messaging, offers, and landing page performance.

Qualifications

• Required Experience:
• 3–5+ years of hands-on paid media experience.
• Strong experience building and managing campaigns directly inside Google Ads and Meta Ads Manager.
• Proven experience creating lead generation campaigns with measurable results.
• Experience with campaign setup, audience targeting, keyword research, budget pacing, bid strategies, conversion tracking, retargeting, and optimization.
• Strong understanding of A/B testing, campaign attribution, landing page performance, and lead quality analysis.
• Ability to manage multiple campaigns, markets, and priorities at the same time.
• Preferred Experience:
• Experience in fitness, wellness, healthcare, multi-location businesses, franchising, retail, hospitality, or service-based marketing.
• Experience driving leads, appointments, consultations, online sales, memberships, or other measurable conversions.
• Experience with HubSpot, GA4, Google Tag Manager, Looker Studio, CallRail, WordPress, landing pages, and CRM attribution.
• Experience with YouTube, Performance Max, geofencing, programmatic/display, or local search campaigns.
• Experience working with both national campaigns and local market campaigns.