Director of Marketing

Summary:

The Director of Marketing (DM) is a senior strategic leader responsible for defining and executing the overarching marketing vision across all Urban Adventures Companies (UAC) brands. This role drives client acquisition, engagement, retention, and brand growth through integrated, data-driven marketing strategies that align with company goals and community impact.

The DM oversees development of omnichannel campaigns, brand storytelling, digital marketing innovation, and membership growth initiatives while building a high-performing marketing team and collaborative cross-department partnerships. This individual serves as both a strategic architect and hands-on leader — setting direction, empowering execution, and ensuring measurable business outcomes.

Specific Job Functions:

Marketing Strategy, Brand Development, and Content Management

• Develop and execute a comprehensive marketing strategy aligned with UAC’s long-term growth objectives across all brands and locations.
• Own the annual marketing roadmap, including strategic planning, budgeting, forecasting, and performance tracking.
• Define and evolve brand positioning, messaging frameworks, and storytelling strategies that connect company values with customer needs.
• Identify opportunities for cross-brand collaboration and integrated campaigns that strengthen awareness and engagement.
• Serve as a strategic partner to executive leadership, providing insights on market trends, competitive positioning, and customer behavior.
• Sets the strategy for omnichannel marketing initiatives across SEO, SEM, PPC, email, social media, digital advertising, web, and in-club media.
• Establish scalable lead generation strategies that support membership growth and retention objectives.
• Define KPIs and reporting frameworks to measure brand health, campaign performance, and return on investment.
• Utilize analytics tools and data insights to continuously optimize campaigns, improve targeting, and drive measurable outcomes.
• Use performance data to make decisions and set priorities for membership growth, lead quality, and conversion.
• Guide the development of responsive landing pages, marketing automation, and segmentation strategies that enhance customer lifecycle engagement.
• Build and oversee an integrated content ecosystem that delivers high-value, educational, and engaging experiences across all platforms.
• Champion storytelling that highlights thought leaders, service providers, new offerings, facility updates, and community initiatives.
• Lead strategy for influencer partnerships, community collaborations, and earned media opportunities that expand reach and reinforce UAC’s mission.
• Guide the creation of high-performing creative assets — including video, photography, and editorial content — ensuring alignment with brand standards.
• Empower team members to amplify brand presence through authentic social engagement while establishing best practices and governance standards.

Marketing Team Leadership and Development

• Guide, align, and elevate a high-performing marketing team that reflects UAC’s culture and values.
• Conduct regular team meetings, performance reviews, and development planning to support growth and accountability.
• Collaborate with General Managers, Membership Sales, Operations, IT, and other department leaders to align marketing strategy with business objectives.
• Ensure projects are appropriately scoped, resourced, and executed efficiently while maintaining high creative and operational standards.
• Promote a collaborative, inclusive environment that encourages innovation, continuous learning, and shared success.

Marketing Operations, Technology, and Infrastructure

• Oversee marketing operations, vendor relationships, and resource allocation to ensure effective execution across initiatives.
• Evaluate and implement marketing technologies and software solutions that improve efficiency, reporting, and scalability.
• Collaborate with IT to maintain reliable marketing infrastructure, tools, and equipment.
• Support the ongoing development and growth of the VIDA App as a core marketing channel, leveraging push notifications and targeted communications to drive engagement.
• Establish systems and processes for reputation management, lead funnel optimization, and customer feedback integration.

Membership Growth

• Partner with Membership Sales leadership to align marketing initiatives with monthly and long-term growth targets.
• Review lead performance and campaign effectiveness regularly, adjusting strategies to maintain momentum toward company goals.
• Develop innovative revenue opportunities, including strategic partnerships and advertising initiatives that enhance value for members and local businesses.
• Support corporate membership recruitment through targeted content strategies and professional network engagement.

Financial Performance & Budget Accountability

• Manage the marketing department budget, ensuring responsible allocation of resources while maximizing impact.
• Monitor financial performance, explain variances, and implement data-driven adjustments to meet or exceed benchmarks.
• Establish clear success metrics and reporting structures that demonstrate marketing’s contribution to revenue, retention, and brand growth.

Pay: $125,000.00 per year

Benefits:

• 401(k)
• 401(k) matching
• Dental insurance
• Employee assistance program
• Employee discount
• Flexible schedule
• Health insurance
• Health savings account
• Life insurance
• Paid time off
• Parental leave
• Professional development assistance
• Retirement plan
• Vision insurance

Work Location: In person