Director of Marketing & Growth

ROLE

The Director of Marketing & Growth is responsible for building, leading, and executing the marketing engine that drives awareness, leads, consult bookings, memberships, franchise support, and brand growth across Iron Tribe Fitness.

The role includes both producing the actual work and being a leader. You’ll not be in meetings all day long.

Unlike a traditional marketing director who primarily manages people and vendors, the Director of Marketing & Growth is expected to personally execute meaningful marketing work while simultaneously leading the department.

This role exists to transform marketing from a collection of activities into a measurable growth system.

The Director will oversee:

• content and media,
• digital campaigns,
• CRM and automation,
• website initiatives,
• reporting,
• franchise marketing support,
• AI implementation,
• and marketing operations.
• Lead full-time Content Media Producer and freelance Marketing Tech / Digital Ads Specialist

The Director reports directly to the new CEO/Owner and serves as the operational leader of the marketing department. Workplace location is Iron Tribe Fitness headquarters in Birmingham, AL.

Success requires equal parts:

• leadership,
• execution,
• creativity,
• accountability,
• and commercial thinking.

The ideal candidate understands that marketing is not judged by content produced, but by business results created.

RESPONSIBILITIES

Department Leadership

• Lead the day-to-day operation of the marketing department.
• Manage internal team members, contractors, freelancers, and vendors.
• Conduct weekly marketing meetings and accountability reviews.
• Establish project priorities and ensure deadlines are achieved.
• Build systems that reduce dependence on the CEO for tactical execution.
• Create clarity, alignment, and accountability across all marketing initiatives.

Marketing Operations

Own and operate the department's marketing operating system, including:

Weekly Content Sprint

• Lead weekly planning and production meetings.
• Align content production with business objectives.
• Prioritize campaigns, projects, and publishing schedules.
• Eliminate bottlenecks and maintain execution velocity.

Shoot Days

• Organize recurring content capture days.
• Coordinate locations, coaches, athletes, and creative assets.
• Ensure content is captured strategically rather than reactively.

Process Reliability

• Establish turnaround expectations.
• Maintain production schedules.
• Prevent content stagnation inside editing queues.

Approval Systems

• Streamline approvals.
• Reduce unnecessary delays.
• Maintain brand quality standards.

Publishing Cadence

• Maintain consistent publishing schedules across:
• Instagram
• Facebook
• YouTube
• LinkedIn
• X (formerly Twitter)
• Email
• SMS
• Podcast
• Blog
• Other channels that become relevant

KPI Review

• Lead weekly review of marketing scoreboards and campaign performance.
• Identify winning campaigns and underperforming initiatives.
• Ensure marketing decisions are driven by measurable data.

Content & Media

• Lead development of a scalable content ecosystem.
• Oversee content strategy and production.
• Personally contribute to:
• content ideation,
• scripting,
• campaign development,
• messaging,
• creative reviews,
• and content planning.
• Expand long-form and short-form content production.
• Oversee the design, upgrade, and ongoing development of in-house studio facilities.
• Build Iron Tribe's presence across YouTube, LinkedIn, Instagram, and emerging channels.
• Ensure all content reinforces Iron Tribe's positioning around coaching, strength, longevity, and community.

Growth & Demand Generation

• Drive lead generation across the 8 owned gym locations as well as franchise locations.
• Collaborate with performance marketing resources to improve:
• lead volume,
• lead quality,
• consult bookings,
• show rates,
• and customer acquisition efficiency.
• Improve campaign performance through testing and optimization.
• Own marketing scorecards and attribution visibility.
• Oversee email, SMS, landing pages, and nurture systems.

Website & AI Initiatives

• Lead website optimization and redevelopment projects.
• Improve discoverability across traditional search and AI-driven search environments.
• Implement AI tools and workflows that increase:
• content production speed,
• reporting efficiency,
• automation,
• franchise support,
• and team productivity.
• Ensure the marketing team remains current on emerging technology and platform trends.

Franchise Marketing Support

• Develop new systems and improve existing systems that help franchisees execute local marketing effectively at scale.
• Create and continuously improve campaign toolkits, templates, assets, and playbooks.
• Improve communication and consistency across the franchise system.
• Ensure franchisees receive practical, actionable marketing support.

REQUIREMENTS

Experience

• 5 years of progressive marketing leadership experience managing marketing projects from concept through execution while simultaneously leading people and priorities.
• Proven experience personally executing marketing initiatives—not solely managing and delegating to others.
• Experience leading projects, teams, contractors, or agencies.
• Experience with lead generation and measurable business growth.
• Experience with content marketing, digital marketing, CRM systems, and campaign execution.
• Experience in fitness, wellness, franchising, multi-location businesses, consumer brands, or related industries preferred.

Technical Competencies

Working knowledge of:

• Digital advertising
• Content marketing
• Social media platforms
• YouTube strategy
• Email marketing
• SMS marketing
• CRM systems (HighLevel preferred)
• Marketing automation
• Analytics and reporting
• SEO
• AEO
• AI tools and workflows

The Director does not need to be the deepest technical expert in every area but must be capable of understanding, evaluating, and improving performance across all marketing functions.

Leadership Traits

• High ownership mentality
• Bias toward action
• Strong organizational skills
• Operational discipline
• Competitive drive
• Adaptability
• Emotional intelligence and maturity
• Strong communication skills
• Ability to balance creativity and accountability
• Willingness to personally execute work when necessary

Cultural Alignment

The Director of Marketing & Growth must embrace and model the Iron Tribe Fitness core values:

• Passionate
• Committed
• Humble
• Teamwork
• Integrity
• Service

The ideal candidate believes that marketing exists to help more people discover life-changing coaching, community, and fitness.

RESULTS

Success within the first 12 months should produce measurable improvement in the following areas:

Department Performance

• Marketing department operates without daily CEO management.
• Projects launch on schedule.
• Clear accountability systems are established.
• Marketing execution speed improves significantly.
• Data-driven decision-making through accurate and transparent attribution.

Content Growth

• 3–5x increase in content output.
• Consistent long-form and short-form publishing cadence across the platforms relevant to the Iron Tribe prospect and customer audiences.
• New website messaging, content, etc. within existing code/structure.
• Successful launch or expansion of YouTube and LinkedIn initiatives.
• Increased audience engagement and brand authority.

Lead Generation

• Lead volume sufficient to support both attrition replacement and net growth targets across the 8 company-owned gyms.
• Reliable lead quality.
• Improved consult booking rates.
• Improved show rates.
• Better attribution visibility and reporting.

Franchise Support

• Franchisees receive organized, repeatable marketing support.
• Increased campaign adoption across franchise locations.
• Improved satisfaction with corporate marketing resources.

AI & Efficiency

• AI workflows implemented across marketing operations.
• Reduced production bottlenecks.
• Faster content creation and deployment.
• Improved leverage of existing team members.

Leadership Success

The CEO should experience a meaningful reduction in day-to-day marketing management responsibilities while maintaining confidence that marketing initiatives are being executed effectively, measured accurately, and aligned with business objectives.

More importantly, the marketing department must produce results that allow the company-owned gyms and franchise locations to grow (hence this position’s title).

COMPENSATION & BENEFITS

This position includes:

• Base salary range of $80,000–$100,000 per year, based on experience and demonstrated results
• Incentive compensation opportunity
• Employer health insurance and benefit plan (health, dental, vision)
• 401(k) plan after 1 year of service (3.5% match–terms apply)
• Annual continuing education allowance
• Paid time off and company holidays
• Free Iron Tribe membership for you and your spouse (if applicable)
• Employee pricing on items sold at your home Iron Tribe location

How to Apply

Submit your resume and a cover letter through Indeed to begin the process of applying to join the Iron Tribe Fitness leadership team in Birmingham, AL. Our team will be in touch if we are interested in continuing the conversation.

Pay: $80,000.00 - $100,000.00 per year

Benefits:

• 401(k)
• Dental insurance
• Employee discount
• Health insurance
• Paid time off
• Professional development assistance
• Relocation assistance
• Vision insurance

Work Location: In person

Salary : $80,000 - $100,000