24 Hour Fitness Senior Field Marketing Manager (San Ramon, CA)

GENERAL SUMMARY: Responsible for all aspects of field marketing for a specific division and the DMA’s (designated market areas) within that division. Functions as marketing liaison between corporate marketing team and field teams, and assists the development of marketing programs and procedures. Provides DMA insight, and partners with corporate and club teams to influence, reinforce and support the in-club experience, help retain members, develop local marketing to generate guest traffic, and position 24 Hour Fitness as the industry leader in fitness. Manages / oversees all new club grand opening marketing activity, trade and co-op marketing activity, and partners with PR to manage local speakers’ bureaus. Manages the shared support of a field marketing representatives, oversees all of their activities and provides ongoing training.

ESSENTIAL DUTIES & RESPONSIBILITIES:

1. Field Marketing (60%)

· Continuously visits all clubs in division (180+) throughout the year on a minimum 3-day-per-week travel schedule, including joint club visits with division marketing representative in the DMR’s assigned DMAs

· Influences, reinforces and supports the in-club experience and brand standards through training of the club leadership teams

· Serves as marketing materials brand steward for local in-club promotions and events – guides all creation through established marketing services process

· Assists in the execution of in-club retail events

· Directly manages grand opening events in specific DMAs with support from NCO team and club partners, and oversees management of each DMR’s event

· Manages local speakers’ bureau for external public relations events and opportunities across division

· Owns elements of competitive intelligence for each DMA – information from outside sources and “on the ground" shops

· Evaluates and executes division-wide, regional and local community relations opportunities such as event sponsorships and donations, and gains local input from DMA team to provide recommendations for programs that would have the most effective brand / traffic impact and goodwill generation

· Leverages knowledge of markets and uses other resources to make fact based decisions and educate DMA teams

2. Marketing Program Development & Support (20%)

· Represents field teams during national marketing program creation, and ensures executables coincide with Club abilities and priorities

· Liaises with Corporate marketing team re: national promotions, crm, website and electronic channels, OOH, parnerships, sponsorships and fitness related efforts

· Assists in development of brand and merchandising standards, determines club compliance with brand standards for signage and merchandising, and takes appropriate action to ensure compliance

· Executes special projects as directed by Sr. Director of Field Marketing and /or Division President

3. Administrative (20%)

· Manages one or more division marketing representative (DMR). Responsible for overseeing all DMR activity, continuously reviewing club and DMA performance and recommending adjustments, ensuring compliance with brand and merchandising standards, approving trades and co-op marketing programs, cascading all relevant communications, and consistently training on Company programs, procedures and marketing best practices.

· Manages in-kind trades for division in coordination with SVP Marketing and Division President

· Analyzes division, DMA and individual club performance, in conjunction with Division President and Regional Vice President(s), and makes recommendations to address underperforming markets / clubs and special competitive situations

· Generates club, DMA and Divisional marketing reporting as necessary

ORGANIZATION RELATIONSHIPS:

Relationships with SVP Marketing, CMO, Division President, Regional Vice Presidents, District Managers, Club Managers and teams, Corporate Group Sales, Area Group Exercise Managers, Marketing team, cross-functional teams, marketing vendors, Divisional Marketing Representative(s) and the Field Marketing team. Contact with others is one of the key components of this position. There are few aspects to this position that do not involve high levels of communication with others, both in and outside of the company.

The person in this position should be able to take in and relay information in a quick and efficient manner, and must have excellent follow up skills. The person in this position will have a large amount of contact with company executives, management and club employees, as well as negotiations with outside companies and agencies thus should have a very professional demeanor.

Job Requirements

1) Knowledge, skills & abilities:

· 5-10 years direct experience serving in a field marketing role

· Brand, retail and merchandising experience

· Previous management experience for multiple field marketing staff members

· Consumer focused / customer service skills

· Strong analytical skills

· Ability to interface and maintain excellent professional relationships with a variety of audiences to include field partners, ad agencies, local marketing vendors and corporate marketing team

· Ability to balance priorities and meet deadlines in a fast-paced and changing environment

· Must have excellent oral and written skills to include ability to prepare and present marketing presentations

· Must be proficient with Microsoft Office Suite (Excel, Word and Power Point)

· Working knowledge of marketing and communication fundamentals

· Brand management experience across multiple channels and disciplines

· Proven creativity in developing new marketing ideas and initiatives

· Solid understanding of store operations and strong retail instincts

· Strategic insight and business acumen

· Ability to adjust to and manage continuous change

· Strong budgeting skills and opportunity cost case-building

2) Minimum certifications/educational level:

· Bachelor’s degree in marketing, communications or related field

· Master’s degree a plus

3) Minimum experience:

· Minimum 7-10 years marketing experience, building growth oriented consumer brands in a fast-paced retail environment

· Franchise experience (preferred)

· History of increasing responsibility, developing a broad base of business skills

· Experience in similar role or function

· Brand, retail and merchandising experience

· Experience partnering with and directing advertising and public relations agencies

· Experience with media planning and buying, direct marketing, cross-promotions and events

4) Physical Requirements:

• 25% travel minimum, which would include overnights, locally and regionally
• Driving (up to several hours per leg) and / or flying between regional DMAs
• Occasional lifting, set up & take-down for outside events.

This position description intends to describe the general nature and level of work being performed by people assigned to this job. It is not intended to include all duties and responsibilities. The order in which duties and responsibilities are listed is not significant.

Posted by Kris Iringan