Director of Marketing And Business Development

Location: Indianapolis, IN (hybrid; in‑person as needed)

Hours: Full‑time

Reports to: CEO / Co‑Owner

Compensation: $70,000–$90,000 base (DOE) monthly health‑care stipend unlimited vacation

Start Date: Ideally within 1–2 months

Our Mission and Who We Are

NMB’s core mission is to foster movement and meaningful human connection with the most inspiring and welcoming climbing, fitness, free-weights, yoga, and community spaces. We’re in the business of social movement infrastructure, creating spaces that bring people together, challenge them to grow, and encourage a lifestyle centered on health, friendship, and purpose. (And yes, that does include grabbing a post-climb beer or smoothie at Top Out Café and swapping stories.) In short: we work hard, play hard, and build community every step of the way.

North Mass Boulder's key pillars of Movement are:

• Climbing: Bouldering & climbing training
• Yoga: Vinyasa, Power flow, Restorative, and sound baths
• Fitness: Cardio and instructor-led fitness classes
• Free-weights: Strength training and power lifting

Our key verticals and their respective brands are:

• Movement: North Mass Boulder
• Food & Beverage: Top Out Café (coffee/food/beer) that fuels members and anchors social connection.
• Retail: Roam & Stow – climbing gear, lifestyle apparel, and essentials that extend our brand beyond the NMB walls.

We’re currently expanding our building's footprint to add more free-weight and fitness offerings to compete head‑to‑head with broader traditional fitness options in Indianapolis.

This role will be critical to translating our mission into measurable membership growth and retention - the backbone of our business model. It will be your job to increase engagement across all three verticals (with specific attention to increased traditional fitness offerings in Q1-Q2 of 2026).

Position Summary

Own marketing strategy and execution that grows memberships and revenue across North Mass Boulder, Top Out Cafe, and Roam & Stow. You’ll develop the go‑to‑market plan, run integrated campaigns, and build a data‑driven marketing engine that turns seasonal demand (especially January “busy season”) and flagship moments (North Massive Climbing Competition & Festival) into sustained growth. You strive as a high‑impact individual contributor who balances strategy with hands‑on execution, partnering closely with leaders across programming, brand strategy, communications, routesetting, retail, and cafe.

You will:

• Define the marketing strategy and calendar tied to revenue and membership goals.
• Execute campaigns end‑to‑end across paid, owned, and community channels.
• Establish analytics and reporting that enable data-driven decisions and rapid iteration.
• Collaborate on crafting and amplify NMB’s brand story across the Indy fitness/climbing community.

Special Focus Areas:

• Q1 Growth Window: Own a robust acquisition plan (offer, creative, media, on‑site conversion flow) tied to the gym expansion.
• North Massive Competition & Festival: Treat as a marketing “Super Bowl” for brand reach, PR, sponsorships, and member acquisition; deliver pre‑event, in‑event, and post‑event plans with clear KPIs.

Essential Duties

1.    Growth Strategy Integrated Campaigns

• Build and own a strategic marketing plan and execute full‑funnel campaigns that drive:

1. Membership acquisition (with special emphasis on Q1, new‑member offers, referral programs).

2. Engagement/retention (class challenges, progression programs, member spotlights).

3. Vertical revenue (Retail drops, Café features, merch launches, limited‑time promos).

• Maintain consistent, year-round marketing activity across web, email, and social channels, and build on it with major seasonal or flagship events (like North Massive) that serve as city-wide anchors for audience growth and PR.
  

2.    Analytics & Optimization

• Track and report on key metrics: membership sign-ups, event attendance, retails and café sales, website traffic, email OR/CTR, and social engagement.
• Use Google Analytics, platform insights, and UTMs to understand what’s working; run small A/B tests when helpful.
• Share clear insights, takeaways and recommendations with leadership to adjust offers, channels, and spend based on data.

3.    Digital Activation (Paid, Owned, and Earned)

• Paid: Plan and manage Meta/Google ad campaigns; test local placements and collabs; ensure creative and landing pages are conversion‑ready.
• Owned: Run the content/email engine (announcements, class calendars, challenges, member stories, newsletter) with clear CTAs and personalization.
• Web: Keep key pages current (pricing, schedules, programs, events); launch targeted landing pages for offers (e.g., Q1 membership push).
• Brand & Content: Partner with internal teams and creators (~20% of role) to plan and produce on‑brand social posts, short videos, photos, and simple graphics that tell the NMB story and drive engagement.
  

5.    Community Engagement, Cross-Functional Collaboration & Hands-On Execution

• Collaborate with GM, Programming, Brand Strategy, Communications, Routesetting, Retail, and Food & Beverage Directors to ensure every initiative is backed by strategic marketing fuel.
• Be comfortable planning and doing the work: writing emails, cutting reels, updating webpages, and managing ads.

 

You Have

• 5 years B2C marketing experience (fitness/outdoor/rec, hospitality, or multi‑unit retail a plus) with 2–3 years owning strategy and measurable revenue goals. Bachelor’s degree required.
• Proven growth wins you can quantify (e.g., membership lifts, CAC improvements, retention gains, event attendance, ecommerce/retail lift). Bring numbers.
• Data analysis & reporting: Pull and combine data from various sources; clean and manipulate it in Sheets/Excel to build clear reports that inform strategy and educate stakeholders.
• Content & brand storytelling: you can brief, create, or edit short‑form video, photo, and copy; you know what “good” looks like.
• Digital & performance fluency: GA4, Meta/Google ads, UTM discipline, list management, basic landing‑page optimization, and A/B testing.
• Marketing platform proficiency: Mailchimp (or similar), Rock Gym Pro (or comparable membership/CRM), and core social platforms; you can assess our stack and recommend improvements to scale operations.
• Leadership & collaboration: clear communicator, crisp project manager, adept at influencing cross‑functional peers; comfortable presenting plans and results to owners.
• Mindset: low‑ego, high‑drive; adaptable schedule for key events. You can handle the occasional curveball idea from the owners with grace: listen, evaluate, and either run with it or diplomatically explain why our logo probably shouldn’t be 50 feet tall on a hot air balloon (…unless you think it should, in which case, cool!).
• Indy‑based (or willing to relocate) and available on‑site when needed.

Perks & Benefits

• Compensation: $70,000–$90,000 base (DOE) monthly health‑care stipend.
• Time Off: Unlimited vacation (coordinate coverage; we measure outcomes, not face time).
• Membership & Discounts: Free NMB membership a complimentary 1; staff discounts at Roam & Stow and Top Out Café.
• Flexible Work: Hybrid rhythm; outcome‑oriented culture with sane hours and occasional event support.
• Growth: Real ownership of the marketing function with budget responsibility and the chance to build process, stack, and (over time) team.

How to Apply

Email hiring@northmassboulder.com with subject line “Marketing Director – [Your Name]” and include your resume and a brief note highlighting 2–3 quantified wins relevant to this role. Links to a portfolio or examples (campaigns, content, dashboards) welcome. Applications reviewed on a rolling basis. Bonus points for applicants who include a short video with their submission.

NMB is an Equal Opportunity Employer. We celebrate diversity and are committed to creating an inclusive environment for all employees and members. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity or expression, marital status, national origin, age, veteran status, disability, or any other protected status. We’re about good people doing great work together – simple as that.