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Director of Marketing
Life Time Fitness
Louisville, CO, United States
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Director of Marketing, Athlinks – Event Technology
Description
The Director of Marketing will be responsible for developing strategy and overseeing execution of marketing plans to deliver on company objectives. In this role, the Director will be the steward of the Athlinks brand, ensuring alignment and success with internal and external partners.
Primary objectives include:
• Design and evolve the brand identity for consumer and business-to-business audiences
• Build and execute marketing and communications plans to support the divisional goals of Acquisition, Revenue and Engagement
• Partner with Product and Sales teams to develop and execute go-to-market strategies for core audience segments: athletes, events, timers and brands
• Lead cross-functional teams in conjunction with Event Marketing, Product Management, Media & Sponsorship, Operations and Sales planning and executing initiatives to meet departmental goals
Primary Responsibilities
• Oversee team and strategy for driving all event technology marketing (Athlinks - B2C and ChronoTrack – B2B)
• Create and implement marketing programs to grow Athlinks membership and gain market share for B2B and B2C products
• Develop, execute and manage campaigns focused on member acquisition, engagement and data monetization
• Define key performance indicators, to measure and optimize performance of initiatives
• Develop and manage strategic partnerships to increase brand awareness and generate meaningful content
• Build and protect brand integrity by implementing guidelines and processes (internal and external)
• Identify opportunities to utilize platform data for marketing and sales purposes, while preserving member privacy and engagement
• Oversee implementation and activation of brand engagement partnerships
• Plan and manage budget to maximize efficacy and control expenses
• Partner with Product and User Experience teams to perform market research and testing, to inform product development and drive growth
• Partner with internal functions throughout Life Time to execute integrated initiatives (e.g. Corporate Communications, Digital Marketing, Creative Services, Content Marketing)
• Grow, recruit and manage the marketing team as needed. Lead, motivate and mentor team members to ensure departmental success and individual growth.
• Identify and manage relationships with agency and/or external partners as needed
• Understand all available marketing channels within Life Time network to guide team in leveraging all resources
• Member of sales and marketing leadership team and expected to contribute to larger strategy, budget planning and process improvements
Qualifications
• Bachelor’s Degree in Business/Marketing or related field and 10+ years prior Direct to Consumer and Business to Business marketing experience
• Entrepreneurial can-do attitude to find ways to break down potential barriers to consistent and predictable growth
• Demonstrated positive energy to effectively manage cross-functional teams and represent brand both internally and externally
• Motivated by challenges and possessing a robust sense of curiosity, intensity and objectivity
• Strong skills and experience with diagnosing and resolving complex problems and opportunities
• Familiarity with leading/supporting brand development planning, innovation and creative ideation processes
• Strong analytical, decision making, influence, communication and presentation skills
• Ability to work independently (self-motivated) and complete projects within required timeframes
• Strong experience with data and financial analysis
• Experience with sponsorship sales and activation, able to identify sponsor opportunities within the platform
• Highly capable of writing/evaluating initiative and communications briefs
• Able to make tough, informed decisions quickly to keep performance on track
• Able to lead and inspire cross functional teams to deliver strong innovation plans
• Experience coaching and mentoring at the managerial and/or supervisory level
• Experience supporting organizational change
• Ability to travel up to 30% of the time
Physical / Mental Requirements and Working Conditions
• Work is performed in an office setting. This position is required to regularly:
• Interact with media outlets, event ops managers, sales team members, other internal team members, athletes, and new athlete populations
• Effectively communicate and interact with others
• Use reasoning and solve problems through deduction
• Select early morning, late night and weekend availability is required, especially during key event weekends for Life Time and partner events
• Work full-time from Life Time – The Healthy Way of Life office in Louisville, CO and report directly to the VP, Sales & Marketing