The Director of Brand & Content is responsible for shaping, protecting, and evolving the Genesis Health Clubs brand across all member-facing and public channels. This role will lead the creative vision and content strategy for social media, newsletters, in-club signage, promotional campaigns, and all other brand touchpoints, ensuring a consistent, high-quality, and engaging experience.
The Director will oversee the planning, production, and execution of creative content, working closely with the marketing leadership team and cross-functional departments to ensure all materials align with brand standards and business goals. This role will also manage and mentor creative team members, ensuring projects are delivered on time and exceed expectations.
Duties and Responsibilities
Brand Stewardship: Own and maintain Genesis Health Clubs’ brand identity, tone, and visual standards across all communications.
Creative Direction: Lead the concept development and execution of high-quality creative assets for campaigns, events, and club communications (social, print, digital, and video).
Content Strategy: Develop and manage content calendars for social media, email newsletters, and in-club signage to support promotions, events, and brand storytelling.
Campaign Management: Partner with marketing, operations, and sales teams to produce integrated campaigns that drive engagement, lead generation, and member satisfaction.
Team Collaboration: Oversee social media managers, content creators, ensuring they have clear priorities and creative guidance.
Vendor Management: Manage relationships with creative agencies, freelance designers, and production vendors when needed.
Performance Tracking: Analyze creative and content performance, applying insights to improve future campaigns.
In-Club Experience: Ensure all in-club signage, posters, and display materials are on-brand, engaging, and updated regularly.
Expectations
- Uphold the highest standard of brand consistency across all channels and markets.
- Actively seek opportunities to elevate Genesis’ creative output, making it best-in-class in the health and fitness industry.
- Bring fresh, innovative ideas to campaigns, while keeping them aligned with strategic goals.
- Foster a collaborative and fast-paced creative environment.
Job Requirements
- Bachelor’s degree in Marketing, Communications, Design, or related field.
- 5+ years of creative direction, content strategy, or brand management experience, preferably in fitness, lifestyle, or hospitality industries.
- Proven track record of developing and executing creative campaigns across digital and print.
- Strong leadership skills with experience managing creative teams and projects.
- Expertise in social media, email marketing, and brand storytelling.
- Familiarity with design tools (Adobe Creative Suite, Canva) and project management platforms.
- Exceptional written, visual, and verbal communication skills.
- Ability to work flexible hours for events and key marketing initiatives when needed.
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