The Marketing Director / VP of Marketing is the strategic leader responsible for building, scaling, and optimizing the entire WCS brand presence across all channels. This role owns brand strategy, digital marketing, paid advertising, social media, creative direction, content production, copywriting, and the full marketing funnel from awareness → lead capture → membership growth → retention. You will lead a growing team of creatives, manage freelancers/contractors, oversee the marketing calendar, and ensure every location stays on-brand, on-message, and ahead of the competition. This role requires a builder, someone who thinks like a strategist, executes like a creator, and leads like a C-suite partner.
KEY RESPONSIBILITIES 1.
Brand Leadership & Strategy Build and maintain the full WCS brand identity across all locations. Own the messaging, tone, and voice of West Coast Strength across all platforms. Create quarterly and annual marketing strategies tied to revenue and membership goals. Lead all market launches, pre-sales, grand openings, and major campaigns. Manage agency relationships, contractors, and creative partners. 2. Digital Marketing & Advertising Oversee all paid advertising: Meta, Google, YouTube, TikTok, and local campaigns. Manage budgets, optimize ROAS, analyze performance, and scale winning campaigns. Develop and refine funnels using GoHighLevel, website landing pages, and CRM automations. Build campaigns for pre-sale, membership promotions, PT sales, merch drops, events, and new location launches. 3. Social Media & Content Creation Build and manage the complete social media strategy for all WCS locations. Oversee daily content output (photos, reels, stories, interviews, testimonials). Lead creative direction for video production, storytelling, member features, and culture-driven content. Maintain content calendars, posting schedules, and asset libraries. 4. Media Production & Creative Direction Oversee photo, video, drone, and long-form content production. Ensure all media follows brand standards for quality, tone, and design. Lead the creative team to produce high-quality media for campaigns and organic social. Direct large projects like commercials, location tours, and promotional videos. 5. Copywriting & Messaging Write and edit high-impact copy for: Ads Websites Social media Email/SMS campaigns Print collateral Scripts for videos and staff Maintain consistent brand voice across all channels and locations. Develop playbooks and templates for staff to use. 6. Leadership & Collaboration Lead, mentor, and grow the internal marketing team. Collaborate closely with Operations, Sales, Personal Training, and Executive Leadership. Provide weekly reports on performance, KPIs, and upcoming initiatives. Build scalable systems, SOPs, and processes for marketing operations. KPIs & METRICS
OF SUCCESS
Membership lead volume Lead-to-tour conversion rate Tour-to-sale conversion rate Pre-sale membership growth PT consult bookings & PT revenue growth ROAS on paid advertising Social media engagement rate Video view-through rates Website traffic & landing page conversions Event attendance & engagement Brand growth across new markets
REQUIRED SKILLS & EXPERIENCE
5+ years in marketing leadership (fitness, retail, or multi-location brand preferred). Mastery of Meta Ads Manager, Google Ads, and digital paid media. Strong copywriting and content strategy skills. Experience building full-funnel marketing campaigns. Proficiency with CRM systems. Hands-on experience with video/photo production direction. Strong design sensibility and understanding of branding. Ability to lead teams and manage multiple projects at once. Exceptional communication and problem-solving skills.
