Marketing Director

Key Responsibilities

• Campaign Strategy & Execution
• Plan, execute, and optimize multi-channel marketing campaigns across paid, owned, and earned channels
• Translate national brand strategy into actionable, location-level marketing programs
• Develop and manage a rolling marketing calendar aligned to seasonal moments, new openings, and revenue priorities
• Oversee campaign briefs, creative development, and approval workflows with internal and agency partners
• Ensure campaigns are launched on time, on budget, and measured against clear KPIs
• Brand & Creative Leadership
• Serve as the internal steward of the Activate brand — ensuring consistency across all touchpoints including digital, print, in-store, email, and social
• Partner with Mediocre Creative and other agency partners to brief, review, and approve creative assets
• Oversee the internal production of marketing assets, ensuring quality and brand alignment from concept through delivery
• Channel Ownership & Performance
• Own performance across key marketing channels including email/SMS (Attentive), organic social, paid media support, and maintain website content in the new CMS
• Monitor channel-level KPIs (traffic, conversion, repeat visit rate, booking revenue) and optimize based on data and provide regular reporting
• Manage Lifecycle Marketing Manager on CRM and retention strategies
• Review and validate agency-reported paid media performance against BigQuery data
• Provide weekly and monthly performance reporting to the VP of Marketing and leaders
• Grand Opening & Local Marketing
• Lead marketing execution for new location grand and reopenings, including pre-launch awareness, influencer activation, and week-of programming
• Build and maintain scalable local marketing playbooks that give operators clear guidance while maintaining brand standards
• Support grassroots community partnerships, nonprofit collaborations, and market-level campaigns in accordance with the strategic execution guidance
• Oversee and manage the local marketing budgets, approving and denying partnerships, managing the chamber relationships, ensuring local teams are trained on properly evaluating them for ROI
• Team & Agency Management
• Manage and develop marketing team members including the Marketing Specialist, Lifecycle Marketing Manager, and Production Graphic Designer
• Set clear expectations, provide regular feedback, and build a culture of ownership and accountability
• Manage day-to-day relationships with creative and media agency partners — including briefing, timeline management, and performance reviews
• Identify gaps in team capabilities and make recommendations on resourcing

Required Experience

• 7+ years of experience in marketing, with at least 3 years in a leadership or management role
• Proven track record driving customer acquisition and retention in a multi-location or franchise environment
• Strong background in brand management, creative direction, and campaign execution
• Experience managing agency relationships and creative production workflows
• Hands-on knowledge of email/SMS marketing platforms (Attentive or similar)
• Proficiency with marketing analytics — comfortable working with Google Analytics, paid media dashboards, and data tools
• Experience in entertainment, hospitality, fitness, or consumer brand marketing preferred
• Excellent project management skills — able to manage multiple campaigns and deadlines across markets
• Strong communicator and collaborator across marketing, ops, sales, and tech teams
• Highly organized with a bias toward testing, iteration, and continuous improvement
• Comfortable in a high-growth, fast-moving environment