Marketing Director
Job Description
Marketing Director – Fitness and Wellness
PURPOSE OF THE ROLE:
The Marketing & Communications Director – Fitness and Wellness is responsible for defining and executing the marketing and communications strategy for Arada’s health, fitness and wellbeing portfolio. This includes Formative, Arada’s fitness platform which operates multiple brands including Wellfit, Fitcode, FitnGlam and Platform, as well as the Everwell wellness brand. The role will drive brand growth, member acquisition, retention and community engagement across Arada’s fitness and wellness ecosystem while ensuring alignment with the broader Arada Group Marketing Engine. Working closely with operations, growth strategy and central marketing teams, the Marketing & Communications Director will lead integrated marketing initiatives across brand positioning, membership growth, digital engagement, partnerships and customer experience, ensuring that each brand within the portfolio achieves strong market visibility, commercial performance and community engagement. The role will help position Arada’s fitness and wellness brands as leading lifestyle platforms that combine fitness, health, recovery and wellbeing experiences across Arada communities.
PRIMARY RESPONSIBILITIES:
- Brand & Cultural Positioning
Lead the development of distinctive lifestyle brands that resonate with modern wellness and fitness audiences.
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
Create an integrated wellness ecosystem that combines physical experiences, digital platforms and brand partnerships.
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.
Key Competencies:
- Lifestyle Brand Building
- Membership Growth Strategy
- Community & Cultural Marketing
- Customer Experience Design
- CRM & Lifecycle Marketing
- Digital & Performance Marketing
- Partnerships & Influencer Ecosystems
- Data-Driven Decision Making
- Cross-Functional Leadership
