Marketing & Communications Director - Fitness & Wellness

About the role

Formative, which brings together four fitness brands (Wellfit, FitnGlam, FitCode and The Platform Studios), is looking for a Marketing & Communications Director to define and execute its marketing and communications strategy. The role drives brand growth, member acquisition, retention and community engagement across the fitness and wellness ecosystem while aligning with the broader Arada Group Marketing Engine.

Key responsibilities

• Define brand positioning and narrative, develop compelling storytelling and build a strong digital and social media presence
• Lead PR and media engagement to position the brands as category leaders
• Develop membership growth and retention strategies, lifecycle marketing programmes and CRM, loyalty and engagement plans
• Build brand communities through programming, partnerships and digital platforms, and work with operations on membership models, pricing and packages
• Create an integrated wellness ecosystem covering fitness, recovery, nutrition and wellbeing, and support expansion into new locations
• Lead marketing for new services, programmes and products, and build partnerships with wellness brands and health innovators
• Run integrated campaigns across brand, digital, social, PR and partnerships, working with the Group Marketing Engine on performance marketing and data-driven growth
• Leverage CRM and data platforms for personalisation and retention, and monitor performance against membership growth, engagement, revenue and brand awareness

Required profile

• 12-15+ years in marketing leadership roles within fitness, wellness, lifestyle or hospitality brands
• Experience marketing membership-driven or community-based businesses
• Proven success in brand building and customer acquisition
• Experience launching and scaling consumer lifestyle brands

Required skills

• Digital platforms and CRM
• Lifestyle marketing