Director of Global Marketing - Orangetheory Fitness

Location: Hybrid work in the United States, based at the Boca Raton, Florida office or other designated offices in Woodbury, Minnesota, and Seattle, Washington; on-site Monday through Thursday and remote optional on Fridays.

Company

Purpose Brands operates consumer fitness and wellness brands including Orangetheory Fitness, hirify.global, Waxing the City, and The Bar Method.

What you will do

• Own demand generation strategy and targets for lead volume, acquisition efficiency, conversion, and new member joins.
• Monitor funnel performance across markets, channels, and studio cohorts using CAC, LTV, attribution, and cohort analysis.
• Build lead recovery, nurture, referral, win-back, and conversion optimization programs.
• Design and measure national promotions that increase both membership volume and revenue per member.
• Scale paid search, paid social, programmatic, partnership, and referral channels with agency and internal teams.
• Partner with Operations, Analytics, Product, Technology, Growth, Sales, and franchise owners to improve studio-level conversion.

Requirements

• 8+ years of progressive experience in demand generation, acquisition, growth, or performance marketing for a consumer-facing business.
• Direct ownership of lead, customer acquisition, revenue, and funnel conversion targets.
• Strong command of CAC, LTV, CPL, conversion rates, cohort analysis, attribution, and incrementality testing.
• Hands-on experience with promotional strategy, automated lead nurture, lead recovery, and paid media across search, social, and programmatic channels.
• Ability to diagnose performance issues quickly and turn analysis into prioritized corrective action.
• Strong analytical, communication, cross-functional influencing, and agency management skills.

Nice to have

• Experience in franchise, membership, subscription, boutique fitness, or recurring-revenue businesses.
• Experience marketing services that convert through a local, in-person sales interaction.
• Background in fitness, health, wellness, or lifestyle brands.
• MBA or equivalent quantitative or business strategy experience.

Culture & Benefits

• Hybrid work model with remote Fridays and on-site Monday through Thursday.
• Medical, dental, and vision coverage, plus life and disability insurance.
• Unlimited time off, paid holidays, and flexible Fridays between Memorial Day and Labor Day.
• 401(k) plan with 4% matching, mental health benefits, and 10 coaching or therapy sessions.
• Brand discounts, reimbursements, in-house workout facilities, professional development, and team engagement activities.