Head of Marketing

About the role

This is a role for a full-stack marketer with lifecycle depth. Each area of our marketing function is at a different stage of maturity: some are humming, others are still being built. We need someone who can diagnose where each piece sits, raise the floor across the board, and drive the priorities that move the business forward.

Responsibilities

• Own the marketing tech stack (HubSpot, Salesforce, GA4, CRM/lifecycle tools) to ensure accurate lead routing, attribution, and reporting
• Define and track KPIs across the full funnel — top-of-funnel, intro/trial conversion, CAC, LTV, retention, and upsell
• Stand up a continuous test-and-learn engine across creative, channel, audience, and offer — and cut what doesn't work
• Build the model that connects marketing spend to pipeline and revenue, informing budget, headcount, and channel mix
• Own the customer journey from first touch through activation, retention, and upsell — with clear segmentation, triggers, and offers at every stage
• Build, optimize, and continuously improve automated communication flows (email, SMS, push, in-product) with a high bar for personalization and measurable lift
• Oversee paid acquisition (search, social, display) in collaboration with internal team and external agencies, maintaining optimal CAC and high-intent lead flow
• Partner with Product, CS, and Sales to drive retention, NRR, and upsell through playbooks that turn clients into advocates
• Own multi-channel strategy designed to drive qualified pipeline and revenue
• Lead regional and national expansion marketing — build the launch playbook, run presale and brand-awareness campaigns, and orchestrate successful market openings
• Partner closely with Sales and Studio Operations on lead routing, SLAs, and pipeline accountability
• Define and evolve our brand voice, visual identity, and positioning across all channels
• Guide content strategy across owned channels, championing AI-accelerated production where it raises quality and speed
• Lead our Answer Engine Optimization (AEO) strategy to position B/SPOKE as the definitive answer in AI-driven search environments
• Own creative production (campaigns, video, photography, web)
• Own influencer strategy end-to-end — talent identification, tiering (mega to nano), briefs, contracting, and performance measurement
• Build long-term creator partnerships and ambassador programs that go beyond one-off posts
• Establish the measurement framework (promo codes, UTMs, lift tests) so we can attribute awareness, engagement, and revenue — and scale what works
• Weave influencer activations into community programming, social calendars, and launch moments
• Manage and develop 2 direct reports — a Marketing Manager and a Head of Community — with clear ownership and visible growth in their craft
• Orchestrate a roster of part-time contractors and specialized agencies with accountability for high-quality output
• Work cross-functionally with Operations, Product, and Sales to keep marketing aligned with the broader customer experience and business priorities

Requirements

• Critical thinker with a deep understanding of brand, product, customer journey, marketing stack, and team capabilities — with an honest read on what’s working and what isn’t
• Strong cross-functional relationships established with Operations, Product, and Sales
• Data-grounded audit of marketing performance with a prioritized opportunity list and initial read on attribution gaps, lifecycle gaps, and reporting hygiene

Qualifications

• 10+ years of marketing experience in industries where brand, community, and membership engagement are central levers
• Brick-and-mortar fitness and wellness brands, founder-led athleisure (e.g., Nobull, Alo), DTC consumer brands (e.g., Glossier, Warby Parker), subscription and retention-driven brands (e.g., Hims & Hers, Olipop), multi-location membership models (e.g., Fabletics, Drybar, One Medical), hospitality and members’ spaces (e.g., Equinox Hotels, Industrious, Soho House)
• Genuine fitness fluency — a personal interest in fitness and wellness, ideally as a consumer of boutique fitness
• Experience with lifecycle marketing — acquisition, activation, retention, and upsell
• Data-driven decision-making — building dashboards, defining attribution models, and reviewing funnel data regularly
• Experience with expansion — bringing a brand into new geographies, orchestrating launches, and contributing to long-term growth
• A premium sensibility — treating every dollar like it has to earn its place
• Scrapiness and AI-forward thinking — producing disproportionate results without a big paid budget by leaning on lifecycle, organic, community, and brand
• Proven people management skills — hiring, coaching, and developing marketers, setting clear scopes of ownership, giving hard feedback, and growing team’s craft
• Full-stack marketing expertise — brand, demand, lifecycle, content, community, PR, and ops

Skills

• Full-stack marketing expertise
• Lifecyle marketing
• Data-driven decision-making
• Expansion experience
• Premium sensibility
• Scrapiness and AI-forward thinking
• People management skills

Benefits

Competitive salary and performance-based bonuses. Comprehensive benefits package, including health, dental, vision, and 401k. Opportunities for professional development and career advancement.

Pay

$150,000 - $165,000 + Bonus

Schedule

Remote (excluding Hawaii)