VP of Global Marketing, Orangetheory Fitness chez Orangetheory

The VP of Global Marketing role is responsible for Marketing and Brand strategy for Orangetheory Fitness globally as well as the end-to-end consumer experience for Orangetheory Fitness Domestic.

This role will lead and influence the entire Franchisee Network in the core marketing strategy, including advertising spend and creative execution. She/He will serve as the key point of contact for all Marketing needs facing the network and will leverage the Commercial Centers of Excellence to drive the desired brand growth.

As it relates to Domestic leadership, this role oversees digital and traditional marketing campaigns to acquire new members, local studio ramp up efforts, social content, creative execution, consumer public relations, member engagement and retention programs, and is a champion of the consumer experience in Orangetheory Fitness Studios. They will prioritize and activate marketing initiatives that drive business impact.

In the Global Capacity, this role will guide and influence the global network to implement the Brand Strategy and Guidelines and advise on country specific marketing strategic needs. S/he will use data, analytics and a strong business acumen to lead strategy and consumer experience development, and the creative articulation of the brand vision across the globe.

Responsible for global consumer marketing strategy, developing the Brand and creative strategy, and global marketing operations/capabilities to enable global & regional implementation: tools/tech/process/people
• Market Analysis and Consumer Segmentation
• Brand Strategy
• Global Offering/Experience Strategy
• Global Brand Identity
• Global OTF Consumer PR/Comms
• Campaign & Promotional execution working hand in hand with operations and the franchisee community

 

Purpose/Impact: (Duties & Essential Functions)

The VP of Global Marketing, Orangetheory Fitness, should embrace and help drive change while being able to build genuine and authentic connections in a highly competitive industry.

• Lead and own the development of the global brand strategy, which can include brand frameworks and customer journeys.

• Lead and own the implementation and management of an overarching global brand identity and story.

• Lead the development of communications and content strategy plans and brand activation, in collaboration with the agencies and creative partners that will drive business growth.

• Continually refine strategies and ideas as new learning and opportunities present themselves and identify other partners (internal & external) to help turn plans into reality.

• Domestically orchestrate communication campaigns/programs with appropriate internal and external partners, to deliver against brand and communication plan & strategy. Proactively work with our cross-functional teams including Creative, Consumer Insights, Digital Marketing, PR & Local Marketing and operations to understand the return on our marketing communications investments and revise plans as needed.

  • Communication campaigns include but are not limited to the following: advertising (digital, TV, print, social, point-of-sale, etc.), loyalty program and CRM, price promotion, influencer, PR, events, website, social media, email, direct mail, studio communication, etc.

• Lead Orangetheory Domestic local marketing strategy in partnership with subject matter experts by providing thought leadership and specific local marketing programs to be executed by franchisees Provide Brand Strategy & Marketing Expertise to International Franchisees, key marketing leaders through regular connection, communication – may include best practices, consultation, connection to SME support

• Will be an industry expert, identifying industry trends and monitoring competition

• Manage communication budgets, and the review/approval of financial commitments

• Provide outside-in view of emerging communication trends, championing for consideration and/or testing.

Strengths and Background

Education & Professional Background

• Bachelor’s degree in marketing, Business Administration, Communications, or related field required.

• MBA or Master’s degree in Marketing, Strategy, or International Business preferred.

• 15+ years of progressive marketing experience, including at least 7 years in senior leadership roles with global scope.

• S/he needs to be very experienced in leading marketing within a franchised system for a multi-unit, customer-facing brand. (e.g., boutique fitness, lifestyle, or health tech).

• Demonstrated success in scaling marketing programs across international markets (North America, EMEA, APAC).

Leadership & Collaboration Skills

• Proven success leading high-performing global teams, agencies, and cross-functional partners.

• Skilled in organizational transformation, especially in evolving marketing maturity and capability.

• Franchise & Stakeholder Management

• Executive Presence:

• Exceptional communication, presentation, and influencing skills with Board-level visibility.

• Comfortable representing the brand externally in media, partnerships, and industry forums.

 

What’s in it for you?

We offer a competitive salary along with exceptional benefits such as:

• Medical, Dental and Vision Coverage

• Hybrid Work Environment

• Life and Disability Insurance

• Unlimited Time off + Paid Holidays

• Fridays off between Memorial Day and Labor Day

• 401(K) Savings Plan Matching at 4%

• 10 Coaching and Therapy sessions

• Mental Health Benefits

• Brand Discounts & Reimbursements

• In-house workout facilities

• Professional Development Opportunities

• Team Building, Employee Engagement Activities & so much more

WORK SCHEDULE
Purpose Brands LLC, currently observe the following hybrid work model for employees at our Boca Raton (FL), Woodbury (MN), and Seattle (WA) offices:

• Remote optional: Wednesdays and Fridays

• On-site days: Mondays, Tuesdays, and Thursdays

DIVERSITY, EQUITY, AND INCLUSION STATEMENT
Purpose Brands is committed to encouraging, facilitating, and upholding an environment centered on diversity, equity, and inclusion across every facet of the Purpose Brands. We will work to create a sustainable culture that supports a healthy space for learning and growing, valuing, and empowering every employee, inspiring a diverse franchise network, and uplifting the members and communities we serve.

EEO STATEMENT
Purpose Brands provides equal employment opportunity to all individuals regardless of their race, color, creed, religion, gender, age, sexual orientation, national origin, disability, veteran status, or any other characteristic protected by state, federal, or local law. Discrimination of any type will not be tolerated.

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