Vice President, Brand Strategy & Creative Excellence

Purpose Brands — the parent company of Orangetheory Fitness, Anytime Fitness, Waxing The City, and The Bar Method — is seeking a Vice President, Brand Strategy & Creative Excellence. This role acts as the enterprise subject-matter expert responsible for elevating how our portfolio of brands understands consumers, defines and recommends differentiated brand strategies, creates compelling content and creative, and builds culturally relevant consumer engagement.

This leader oversees the In-House Creative team, Consumer Insights & Research, Content Strategy, and Organic Social Media, while partnering closely with Brand Leaders to co-create brand strategy and translate business priorities and consumer insights into powerful brand experiences.

Operating as an enterprise Center of Excellence, the VP provides strategic direction, expertise, recommendations, frameworks, insights, and creative solutions across the portfolio. Brand Leaders retain ownership of their individual brand business strategies and final approval of brand positioning, messaging, campaigns, and creative.

The role requires a highly strategic, consumer-obsessed leader who can move seamlessly between insight, strategy, creativity and execution and raise the quality and effectiveness of marketing across a multi-brand, franchise-led organization.

Purpose/Impact: (Duties & Essential Functions)

1. Brand Strategy & Positioning: Partner with Brand Leaders to co-create differentiated, consumer-led brand strategies aligned with each brand's business and growth objectives. Provide expert recommendations on positioning, target audiences, value propositions, messaging architecture and brand evolution.

2. Consumer Insights & Research: Lead the enterprise Consumer Insights & Research capability, establishing the consumer as a critical input into strategic decision-making. Lead segmentation, brand health, consumer journey, concept testing, competitive intelligence, cultural trends and qualitative/quantitative research.

3. Creative Excellence & In-House Creative: Lead and develop a high-performing In-House Creative team serving the portfolio. Translate brand strategies and consumer insights into compelling creative platforms, campaigns, content and brand experiences. Build an effective creative operating model balancing enterprise resources, internal teams, external agencies and brand needs. Develop creative recommendations in partnership with Brand Leaders, with final creative approval residing at the brand level. Champion experimentation and use performance learnings to continuously improve creative effectiveness.

4. Content Strategy: Establish an enterprise approach to content strategy while developing brand-specific recommendations based on audience, positioning and channel. Develop frameworks for creator content, storytelling, short-form video, educational content, member stories and culturally relevant brand participation. Ensure content strategy connects brand storytelling with measurable consumer and business outcomes.

5. Organic Social Media & Community: Provide strategic leadership for organic social across the portfolio. Help brands move toward community building, cultural participation and consumer engagement. Identify emerging platforms, creators, formats and cultural behaviors that present opportunities for the brands. Establish clear connections between organic social, creators, PR, paid amplification and broader brand strategy.

6. Innovation & Future Marketing Capabilities: Lead experimentation with AI-enabled creative, content development, personalization, consumer intelligence and emerging marketing capabilities. Develop new ways of working that improve creative speed, quality, and productivity. Ensure the organization builds capabilities required for the next generation of brand building.

Professional Experience

• 12–15+ years of progressive marketing leadership experience, with significant experience in brand strategy, consumer marketing, social media and creative development.
• Experience in a franchise, distributed, retail, hospitality, fitness, wellness or other location-based consumer business is highly valuable.
• Proven ability to translate consumer insights into differentiated positioning, creative platforms and business growth.
• Demonstrated experience working effectively with both internal creative organizations and external agencies.

Education

• Bachelor's degree in Marketing, Business, Communications, Consumer Psychology or related discipline required.
• MBA or other advanced degree is beneficial but not required where demonstrated experience and impact are exceptional.

What’s in it for you?

We offer a competitive salary along with exceptional benefits such as:

• Medical, Dental and Vision Coverage
• Hybrid Work Environment
• Life and Disability Insurance
• Unlimited Time off + Paid Holidays
• Flexible Friday's between Memorial Day and Labor Day
• 401(K) Savings Plan Matching at 4%
• 10 Coaching and Therapy sessions
• Mental Health Benefits
• Brand Discounts & Reimbursements
• In-house workout facilities
• Professional Development Opportunities
• Team Building, Employee Engagement Activities & so much more

WORK SCHEDULE Purpose Brands LLC, currently observe the following hybrid work model for employees at our Boca Raton (FL), Woodbury (MN), and Seattle (WA) offices:

• Remote optional: Fridays
• On-site days: Mondays, Tuesdays, Wednesdays and Thursdays

DIVERSITY, EQUITY, AND INCLUSION STATEMENT Purpose Brands is committed to encouraging, facilitating, and upholding an environment centered on diversity, equity, and inclusion across every facet of the Purpose Brands. We will work to create a sustainable culture that supports a healthy space for learning and growing, valuing, and empowering every employee, inspiring a diverse franchise network, and uplifting the members and communities we serve.

EEO STATEMENT Purpose Brands provides equal employment opportunity to all individuals regardless of their race, color, creed, religion, gender, age, sexual orientation, national origin, disability, veteran status, or any other characteristic protected by state, federal, or local law. Discrimination of any type will not be tolerated.