Vice President, Brand Strategy & Creative Excellence (AI)

Location: Hybrid work in the United States, with on-site days Monday through Thursday at the Boca Raton, Woodbury, or Seattle offices; remote work is optional on Fridays.

Company

hirify.global is part of Purpose Brands, a multi-brand fitness, wellness, and franchise organization that includes Orangetheory Fitness, Waxing The City, and The Bar Method.

What you will do

• Partner with Brand Leaders to develop differentiated, consumer-led brand strategies, positioning, target audiences, value propositions, messaging, and brand evolution.
• Lead the enterprise Consumer Insights & Research capability, including segmentation, brand health, consumer journeys, concept testing, competitive intelligence, cultural trends, and qualitative and quantitative research.
• Lead and develop the in-house creative team and translate strategy and insights into creative platforms, campaigns, content, and brand experiences.
• Establish enterprise content strategy across creator content, storytelling, short-form video, educational content, member stories, and culturally relevant participation.
• Provide strategic leadership for organic social media, community building, creators, emerging platforms, and cultural engagement across the portfolio.
• Lead experimentation with AI-enabled creative, personalization, consumer intelligence, and emerging marketing capabilities.

Requirements

• 12–15+ years of progressive marketing leadership experience, including brand strategy, consumer marketing, social media, and creative development.
• Proven ability to translate consumer insights into differentiated positioning, creative platforms, and business growth.
• Experience working with internal creative organizations and external agencies.
• Bachelor’s degree in Marketing, Business, Communications, Consumer Psychology, or a related discipline.
• Experience in franchise, distributed, retail, hospitality, fitness, wellness, or other location-based consumer businesses is highly valuable.

Nice to have

• MBA or another advanced degree.

Culture & Benefits

• Hybrid work environment with optional remote Fridays and four on-site days.
• Medical, dental, and vision coverage, life and disability insurance, and mental health benefits.
• Unlimited time off, paid holidays, and flexible Fridays between Memorial Day and Labor Day.
• 401(k) savings plan with 4% matching.
• Coaching and therapy sessions, brand discounts, reimbursements, in-house workout facilities, and professional development opportunities.
• Workplace commitment to diversity, equity, and inclusion.