Director, Brand Marketing

Company Description

Who We Are

We’re purpose-driven. With every ride, we aim to redefine health and happiness. It’s all about being more than a workout: SoulCycle is a mind-body-soul experience, built on community, love, respect, acceptance, and a lot of fun. It comes to life through the ride, the relationships, and the unparalleled hospitality. And all of that comes from our people. Join us—we’d love to have you

Our Mission

To foster an open, diverse, & inclusive community—while embracing each unique individual exactly as they are. We empower each other by listening with an open mind, finding ways to learn and grow together, and always nurturing a sanctuary of trust. To make a real, lasting impact, we’ll work nonstop to embrace and create change. Because nobody is equal until everyone is equal.

Job Description

SoulCycle is seeking a passionate Marketing Director to lead the brand’s marketing efforts in driving customer acquisition, retention, loyalty, and brand relevance. This role requires a strategic marketing leader who is creative and data-driven, can be a player coach and has a record in developing a best-in-class marketing department.

Overall Roles & Responsibilities Brand Management

• Drive initiatives that maintain SoulCycle’s brand position as a cultural mainstay and leading name in the fitness wellness space among new and existing riders.
• Serve as key stakeholder and champion in clarifying and protecting brand positioning, visual identity, and voice in all owned and partnership marketing
• Oversee content creation and storytelling initiatives to elevate the SoulCycle brand through all touchpoints including, but not limited to, social media, CRM marketing, and in-studio experiences.
• Partner cross-functionally with field leadership, talent management, partnerships, and retail to align marketing strategies with broader business goals.
• Keep up-to-date of industry and marketing trends to help guide and shape future marketing innovation and strategies
• Manage all creative vendors and agencies including but not limited to pr, media, and creative agencies.
• Oversee and manage creative and project management team to ensure flawless execution of campaigns and initiatives
  
  

Growth & Field Marketing

• Implement seasonal and always-on acquisition strategies to attract new riders, leveraging paid media, social & influencers, partnerships and referrals campaigns
• Drive rider retention by utilizing our CRM database to define rider segments, map rider journeys, and develop dynamic messaging to shift behaviors that optimize CTRs, conversion and LTV.
• Work closely with the Finance & Analytics team to optimize price promotional plans, improving conversion rates, and minimizing churn.
• Work with Field leadership and leverage regional market insights to develop targeted marketing campaigns and pricing and promotional campaigns through digital and in-studio touchpoints
  
  

Department Leadership

• Serve as a marketing stakeholder (along with the VP Marketing) in all cross-functional initiatives
• Own development and budget allocation process (along with the VP of Marketing). Forecast budget and reallocate funds as needed
  
  

Qualifications

• Possess a track record of success in marketing leadership. This should include 10 years of experience in marketing, brand, or digital media experience.
• The ideal candidate will have a broad marketing background, with expertise in all aspects of marketing communications. S/he/they must have experience with digital marketing and social media.
• Candidates should have experience in the consumer products and/or hospitality/retail and/or entertainment industries.
• Demonstrated experience in building marketing talent with the ability to attract, retain and develop talent.
• Ability to formulate marketing strategies, strategically assess executional options, think creatively and provide detailed follow-through on campaigns
• Proven experience building teams and developing strong organizational relationships
• Must possess Bachelor's degree from an accredited four-year college
• Personal passion for fitness and/or the SoulCycle brand is required
  
  

Personal characteristics

• Entrepreneurial and innovative thinker with a scrappy mind-set around marketing.
• Creative with a high level of energy and unrelenting drive to succeed and win.
• Creative problem-solver and conceptual thinker with an ability to understand and leverage detail-oriented and analytical issues as needed.
• Ability to think deeply and qualitatively about business problems, breaking down issues and presenting solutions.
• Ability to act as a player-coach – be both a leader and hands-on ‘doer’.
  
  

Pay Transparency: $155,000 - $175,000.

Additional Information

For additional Information visit our Career Site: https://www.soul-cycle.com/careers/