Head of Marketing

Location: US — Remote (excluding Hawaii)
Travel: ~3x/year to Boston + 1-week in-person onboarding
Reports To: CEO
Compensation: $150,000 - $165,000 + Bonus
Benefits:Competitive salary and performance-based bonuses. Comprehensive benefits package, including health, dental, vision, and 401k. Opportunities for professional development and career advancement.

About B/SPOKE Studios

Some fitness brands are built around programming. B/SPOKE was built around people. Since 2014, it has grown into a multi-studio boutique fitness brand in the Boston area — offering Strength, Yoga, Pilates, and Indoor Cycling — by getting the fundamentals of belonging right. Founded by people who care deeply about the experience at every touchpoint, B/SPOKE has earned a fiercely loyal member base and a reputation that speaks for itself. This is a founder-led company with a clear point of view — and serious ambitions for what comes next.

Our Mission

Inspire movement, connection, and lasting well-being.

Our Vision

Be the most trusted and inspiring fitness community in every market we enter.

Our Core Values

• Build Trust — Earned through transparency, consistency, communication, and respect — with clients, with each other, and with the community.
• Embrace Growth — We're curious, adaptive, and never satisfied with the status quo. A culture of feedback is central to how we get better.
• Lead with Humility — Team first. We rise above ego, build each other up, and believe that being humble is a strength.
• Pursue Excellence — A "Play to Win" mindset means every class, every shift, and every meeting is approached with intention. Details matter.

The Opportunity

We're hiring a Head of Marketing to lead and grow our marketing function. Reporting directly to the CEO, you'll be the architect of our go-to-market execution — bridging brand awareness with rigorous, data-driven demand generation, and owning the full client lifecycle from first touch through retention and upsell.

This is a role for a full-stack marketer with lifecycle depth. Each area of our marketing function is at a different stage of maturity: some are humming, others are still being built. We need someone who can diagnose where each piece sits, raise the floor across the board, and drive the priorities that move the business forward.

Critically, this role will play a central part in our regional and national expansion — bringing the brand into new geographies, orchestrating launches, and contributing to long-term growth.

We sit at the intersection of boutique fitness, premium membership hospitality, and community as a product. We don't want to run the same playbook as everyone else. We want a marketer who is thoughtful, original, and scrappy — someone who treats every dollar like it has to earn its place.

About You

You're a full-stack marketer. You've owned the full surface area — brand, demand, lifecycle, content, community, PR, and ops. You know how to prioritize across a function where some pieces are mature and others are nascent.

Lifecycle is a genuine strength. You've owned full-funnel lifecycle marketing — acquisition, activation, retention, and upsell — and built the automated communication flows that move customers through each stage.

You're deeply data-driven. You build dashboards, define attribution models, and review funnel data regularly to make precise, results-focused decisions. You can defend every dollar of spend with a number.

You've been part of expansion. You understand what it takes to bring a brand into a new market — the launch playbook, the presale and awareness work, the rhythm of opening in a new region.

You operate with a premium sensibility. The bar is high here, and the brand has to feel intentional and elevated at every touchpoint — from first impression to in-studio experience to long-tenure member.

You treat community as a product. Not a marketing afterthought — with its own goals, KPIs, and feedback loops designed to deepen engagement and retention.

You're a proven people manager. You've hired, coached, and developed marketers, set clear scopes of ownership, given hard feedback, and grown your team's craft. This role manages 2 direct reports plus contractors — prior management experience is a must.

You're scrappy and AI-forward. You've produced disproportionate results without a big paid budget by leaning on lifecycle, organic, community, and brand. And you understand how AI has changed the marketing landscape and how to leverage it across content, segmentation, and experimentation.

You have genuine fitness fluency. A personal interest in fitness and wellness, ideally as a consumer of boutique fitness. You've likely lived or spent meaningful time in cities with strong boutique fitness scenes — Boston, NYC, LA, SF, Miami, Chicago, Austin, or similar — and you understand how members in those markets choose, engage with, and stay loyal to a brand.

Strong Fits for This Role

You have roughly a decade of marketing experience in industries where brand, community, and membership engagement are central levers:

• Brick-and-mortar fitness and wellness brands
• Founder-led athleisure (e.g., Nobull, Alo) — not large corporate-owned
• DTC consumer brands (e.g., Glossier, Warby Parker) where brand, lifecycle, and experience drive growth (note: a pure DTC background may require a longer ramp into our membership model)
• Subscription and retention-driven brands (e.g., Hims & Hers, Olipop)
• Multi-location membership models (e.g., Fabletics, Drybar, One Medical)
• Hospitality and members' spaces (e.g., Equinox Hotels, Industrious, Soho House)

Less of a fit: High-volume, low-price gym chains, pure-play ecommerce without a membership or recurring-engagement component, or agency-only backgrounds. Agency experience is a plus — but we need someone who has operated in-house and owned the P&L impact of their work.

Key Responsibilities

Data, Analytics & Performance (Priority)

• Own the marketing tech stack (HubSpot, Salesforce, GA4, CRM/lifecycle tools) to ensure accurate lead routing, attribution, and reporting
• Define and track KPIs across the full funnel — top-of-funnel, intro/trial conversion, CAC, LTV, retention, and upsell
• Stand up a continuous test-and-learn engine across creative, channel, audience, and offer — and cut what doesn't work
• Build the model that connects marketing spend to pipeline and revenue, informing budget, headcount, and channel mix

Lifecycle Marketing & Automation (Priority)

• Own the customer journey from first touch through activation, retention, and upsell — with clear segmentation, triggers, and offers at every stage
• Build, optimize, and continuously improve automated communication flows (email, SMS, push, in-product) with a high bar for personalization and measurable lift
• Oversee paid acquisition (search, social, display) in collaboration with internal team and external agencies, maintaining optimal CAC and high-intent lead flow
• Partner with Product, CS, and Sales to drive retention, NRR, and upsell through playbooks that turn clients into advocates

Demand Generation & Expansion

• Own multi-channel strategy designed to drive qualified pipeline and revenue
• Lead regional and national expansion marketing — build the launch playbook, run presale and brand-awareness campaigns, and orchestrate successful market openings
• Partner closely with Sales and Studio Operations on lead routing, SLAs, and pipeline accountability

Brand, Content & Community

• Define and evolve our brand voice, visual identity, and positioning across all channels
• Guide content strategy across owned channels, championing AI-accelerated production where it raises quality and speed
• Lead our Answer Engine Optimization (AEO) strategy to position B/SPOKE as the definitive answer in AI-driven search environments
• Oversee creative production (campaigns, video, photography, web)

Influencer Marketing

• Own influencer strategy end-to-end — talent identification, tiering (mega to nano), briefs, contracting, and performance measurement
• Build long-term creator partnerships and ambassador programs that go beyond one-off posts
• Establish the measurement framework (promo codes, UTMs, lift tests) so we can attribute awareness, engagement, and revenue — and scale what works
• Weave influencer activations into community programming, social calendars, and launch moments

Team Leadership

• Manage and develop 2 direct reports — a Marketing Manager and a Head of Community — with clear ownership and visible growth in their craft
• Orchestrate a roster of part-time contractors and specialized agencies with accountability for high-quality output
• Work cross-functionally with Operations, Product, and Sales to keep marketing aligned with the broader customer experience and business priorities

What Success Looks Like

First 90 Days

• Deep understanding of brand, product, customer journey, marketing stack, and team capabilities — with an honest read on what's working and what isn't
• Cross-functional relationships established with Operations, Product, and Sales
• Data-grounded audit of marketing performance with a prioritized opportunity list and initial read on attribution gaps, lifecycle gaps, and reporting hygiene
• KPI framework defined across funnel, lifecycle, and brand/community — with shared dashboards live
• Early lifecycle automation improvements shipped; initial wins on top-of-funnel and intro/trial conversion
• Full content and campaign calendar live across owned channels; expansion playbook framework drafted with leadership

6 Months

• Team: Marketing Manager and Head of Community are making autonomous decisions in their domains and growing visibly in their craft
• Funnel: Intro/trial conversion has reached target; a working retention playbook is in market
• Data: Attribution and reporting are trusted org-wide; the CEO has a clear, real-time view of marketing ROI
• Lifecycle: Automated flows are converting, retaining, and engaging at measurable lift over baseline
• Brand: Voice and visual identity feel consistent and recognizable across every owned, earned, and community channel
• Cross-Functional: Strong, seamless alignment with Operations, Product, and Sales