Marketing Director - Fitness and Wellness

Purpose Of The Role

• Brand & Cultural Positioning

Responsibilities Include

• Defining brand positioning and narrative for Formative and Everwell.
• Developing compelling storytelling across campaigns, content and experiences.
• Establishing both brands as cultural leaders within the regional fitness and wellness ecosystem.
• Building strong digital and social media presence that reflects the lifestyle and community around the brands.
• Leading PR and media engagement to position Arada’s wellness platforms as category leaders.

• Membership & Community Growth

• Drive membership acquisition, retention and community participation across all platforms.
• Responsibilities include:
• Developing strategies that accelerate membership growth and retention.
• Designing lifecycle marketing programmes across acquisition, onboarding, engagement and renewal.
• Leading CRM, loyalty and member engagement strategies.
• Building brand communities through programming, partnerships and digital platforms.
• Working closely with operations teams to optimise membership models, pricing and packages.

• Experience & Ecosystem

Responsibilities Include

• Supporting the development of holistic wellness experiences across fitness, recovery, nutrition and wellbeing.
• Leading marketing strategies for new services, programmes and product offerings.
• Building partnerships with wellness brands, fitness experts and health innovators.
• Supporting the expansion of Formative and Everwell across new locations and communities.
• Ensuring the member journey reflects a premium, community-driven lifestyle experience.
• Functional Excellence
• Leading integrated marketing campaigns across brand, digital, social, PR and partnerships.
• Working with the Group Marketing Engine to deliver performance marketing and data-driven growth.
• Leveraging CRM and data platforms to drive personalisation and retention.
• Monitoring marketing performance across membership growth, engagement, revenue contribution and brand awareness.
• Building and leading a high-performing marketing team for the wellness portfolio.

Experience

• 12–15+ years in marketing leadership roles within fitness, wellness, lifestyle or hospitality brands.
• Experience marketing membership-driven or community-based businesses.
• Proven success in brand building and customer acquisition.
• Strong understanding of digital platforms, CRM and lifestyle marketing.
• Experience launching and scaling consumer lifestyle brands.

• Data-Driven Decision Making

• Cross-Functional Leadership