The organization seeking a senior marketing leader to lead the next stage of growth across both brands.

This person will own the overall marketing strategy and organization, connecting brand, growth, lifecycle, content, community, and studio marketing into one integrated approach.

This is a true player-coach role.

The leader will develop and empower strong functional leaders while remaining deeply engaged in the work, moving fluidly between setting strategy and working alongside the team to shape plans, solve problems, and drive execution.

Working closely with the CEO as the primary brand visionary, this leader will translate the vision for both brands into clear strategies, priorities, and plans, bringing significant expertise and an independent point of view to the partnership.

The ideal candidate combines deep four-wall consumer experience, ideally within boutique fitness, with strong brand, growth, and customer lifecycle expertise.

Key Responsibilities Marketing Strategy & Leadership Own the integrated marketing strategy across both brands, translating company objectives into clear priorities, plans, and execution.

Lead and develop a high-performing marketing organization with clear ownership, accountability, and strong cross-functional collaboration.

Partner closely with the CEO, COO, Operations, Area Managers, and other functional leaders, providing proactive visibility into marketing priorities, performance, opportunities, and risks.

Brand, Communications & Content Partner with the CEO to translate the vision for each brand into differentiated brand and communication strategies, including clear content pillars, key messages, and priorities.

Lead Brand & Creative and Social & Content in bringing the strategy to life across campaigns, content, creative, channels, and the broader brand experience.

Growth & Customer Lifecycle Own the end-to-end customer marketing strategy, from awareness and acquisition through first visit, conversion, frequency, retention, reactivation, referral, and advocacy.

Directly own pricing and promotional strategy, including introductory offers, packages, pricing, promotional cadence, and utilization-driving initiatives.

Lead Digital & Growth in advancing acquisition, CRM and lifecycle marketing, digital conversion, segmentation, measurement, and customer lifetime value.





Community & Studio Marketing Set the strategy for Community Marketing, connecting centralized Marketing with the needs and opportunities of individual studios and markets.

Partner with Operations, Area Managers, studio teams, and instructors to drive local awareness, community engagement, advocacy, and studio performance.

Corporate Sales, Brand Partnerships & Revenue Provide strategic leadership and accountability for Corporate Sales and Brand Partnerships, establishing clear revenue goals, priorities, pipeline visibility, and performance expectations.

Ensure commercial partnerships drive revenue while remaining strategically aligned with the brands and broader customer, content, and community objectives.

Integrated Planning, Operations & Performance Lead the annual integrated marketing calendar across both brands, including Tier 1 campaigns, utilization priorities, new studio openings, community initiatives, partnerships, and other key business priorities.

Establish explicit KPIs, dashboards, reporting, operating rhythms, and accountability across the Marketing organization.

Own the marketing budget and resource allocation, and develop repeatable marketing playbooks for current studio openings and market entry.

First 12-Month Focus Areas Build the marketing organization: Establish a clear, accountable team structure, address priority capability gaps, and implement strong operating rhythms.

Establish the marketing strategy and planning system: Define annual strategies and priorities for both brands, and implement the tools and processes that translate strategy into execution, including an integrated marketing calendar, campaign strategy and briefing frameworks, and clear planning cadences.

Codify brand communication and content strategy: Partner with the CEO to establish differentiated communication strategies, content pillars, and channel priorities for each brand.

Strengthen the customer growth engine: Establish clear strategies, KPIs, and priorities across acquisition, conversion, frequency, retention, reactivation, pricing,



promotions, and customer lifetime value.

Build repeatable studio growth playbooks: Establish scalable approaches to utilization, local and community marketing, and new studio openings.

Key Qualifications Significant marketing leadership experience within a four-wall, multi-location consumer business, with boutique fitness experience strongly preferred.

Deep understanding of four-wall customer dynamics, including acquisition, utilization, introductory offers, conversion, frequency, retention, reactivation, and pricing.

Strong customer lifecycle and growth expertise, with experience using customer and transaction data to identify opportunities and improve performance.

Broad marketing fluency across brand, creative, content, digital, performance marketing, CRM, lifecycle, community, and local marketing.

Proven player-coach with strong strategic and creative judgment, capable of developing teams, working deeply in the business, and translating a founder or CEO's vision into action.

People-forward, low ego, collaborative, curious, and accountable, with the ability to thrive in a fast-moving, founder-led environment.

Experience with Mariana Tek and Xplor Growth is highly desirable; comparable experience with fitness, booking, CRM, and lifecycle platforms is also relevant.

Working Conditions Regular in-person collaboration with the CEO, leadership team, and Marketing team is expected, with some travel between markets and studio locations.

The leader should spend meaningful time in the organization's studios to maintain a strong connection to customers, instructors, studio teams, and the in-studio experience.

Our Culture The organization is entrepreneurial, founder-led, and highly people-oriented organizations.

The culture is kind, supportive, smart, and low-ego, with a genuine focus on strong relationships and respect for the individual.

As growing businesses, we value people who are proactive, adaptable, and comfortable building as they go.

People are encouraged to bring ideas forward, take ownership, and work collaboratively across the organization, with a high bar for curiosity, accountability, and meaningful results.

They should embody our values of Growth Mindset, Pure Connection, and Creating Amazement in how they lead, collaborate, and make decisions.

📌 Head of Marketing (Toronto)
🏢 Fish Recruit
📍 Toronto