Director of Marketing

Job Description

Accountabilities

• Own and evolve the overall marketing strategy across growth, lifecycle, brand, content, and community, translating company growth and revenue objectives into clear priorities, budgets, KPIs, and measurable outcomes.
• Lead marketing analytics and reporting, maintaining clear visibility into channel performance, customer behavior, acquisition, conversion, retention, and lifetime value.
• Develop a deep understanding of target customers and use behavioral insights to improve the full customer journey from discovery through purchase, repeat visits, and advocacy.
• Own profitable customer acquisition and ticket sales across markets, overseeing paid media, SEO, and other growth channels while driving continuous testing and optimization of CAC, ROAS, conversion, and LTV.
• Oversee e-commerce and digital conversion performance, including landing pages, offers, booking journeys, mobile experiences, and checkout.
• Build repeatable marketing playbooks for launching and scaling new locations, working closely with Operations to align marketing investment with ticket inventory, seasonality, and market performance.
• Identify and test new channels, audiences, offers, partnerships, and creative concepts to unlock additional growth opportunities.
• Own retention and loyalty initiatives across email, SMS, memberships, referrals, reactivation, and other lifecycle programs designed to increase repeat visits, frequency, and customer lifetime value.
• Use segmentation and customer insights to create relevant, personalized communications and partner with Customer Experience to translate feedback into improvements.
• Protect and evolve the brand as the business expands, leading content, social, creator, influencer, PR, community, and local activation strategies.
• Develop campaigns and experiences that generate genuine participation, conversation, sharing, and advocacy across markets.
• Lead, coach, and develop the Marketing team while maintaining hands-on involvement in execution and performance optimization.
• Manage agencies, freelancers, and external partners, setting clear expectations and holding them accountable for measurable results.
• Establish the right balance of internal and external capabilities as the marketing function scales.
• Build efficient systems, reporting structures, processes, and playbooks that allow Marketing to support significantly more locations without proportional headcount growth.
• Recruit and develop high-performing marketing talent and establish strong collaboration across Marketing, Operations, Sales, Customer Experience, Technology, and Expansion.
• Balance long-term brand building with the immediate commercial priorities of a rapidly growing business.
  

Requirements

• 8+ years of progressive marketing experience, including experience leading, coaching, and developing a marketing team.
• Proven experience in a consumer-facing, multi-location, DTC, e-commerce, wellness, hospitality, or experience-led business.
• Strong commercial understanding of the complete customer funnel, including acquisition, conversion, retention, lifecycle marketing, and customer lifetime value.
• Significant e-commerce experience, including digital conversion, landing pages, offers, booking or checkout flows, and the journey from acquisition to purchase.
• Broad expertise across performance marketing, lifecycle/CRM, brand, content, social, and organic growth.
• Experience launching, scaling, or optimizing multiple markets, locations, or regions.
• Strong understanding of digital customer journeys and conversion rate optimization.
• Experience managing meaningful marketing budgets and making investment decisions based on performance and commercial return.
• Significant experience managing external agencies and partners, with the ability to establish clear targets and hold them accountable for results.
• Proven people leadership skills and a track record of building and developing high-performing teams.
• Strong analytical and commercial instincts, with confidence working directly with CAC, ROAS, conversion, retention, and LTV metrics.
• Strong brand and creative judgment, with an understanding of how brand-building and performance marketing can reinforce one another.
• Highly organized and execution-focused, with strong project management skills and the ability to prioritize multiple workstreams while maintaining accountability.
• Comfortable moving between high-level strategy and hands-on execution, including stepping into the details when performance needs improvement.
• Adaptable, ambitious, and comfortable taking calculated risks in a fast-paced, high-growth environment.
• Strong communication and collaboration skills, with the ability to influence senior stakeholders and work effectively across multiple functions.

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