Global Careers Recruitment (GCR)
Head of Growth & Commercial Marketing - Fitness Industry
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Our client is a growing health, fitness and coaching group with a range of offerings including gym memberships, online coaching, personal training, transformation challenges and future health and wellness projects.
We are looking for a hands-on Head of Growth to take ownership of marketing, customer acquisition and commercial growth across the business.
This is not a social-media-only role. We need someone who can connect strategy, marketing, content, lead generation and conversion to actual customers and revenue.
Key Responsibilities
Growth & Marketing Strategy
- Develop and execute the overall growth strategy.
- Turn business objectives into campaigns and marketing plans.
- Identify new acquisition opportunities and growth channels.
- Develop campaigns for coaching, personal training, challenges and memberships.
- Test and improve offers, messaging and campaigns.
Positioning, Content & Copy
- Develop clear positioning and messaging for the business.
- Create and oversee content across social media, email and relevant channels.
- Write or oversee ads, landing pages, emails, social content and campaign copy.
- Develop creative concepts, content plans and briefs.
- Coordinate designers, editors and content creators.
- Ensure content supports commercial objectives, not just engagement.
Funnels & Conversion
- Build and optimise landing pages, application and booking funnels.
- Manage email and CRM nurture, follow-up and reactivation.
- Improve consultation bookings, attendance and conversion.
- Track the customer journey and identify conversion gaps.
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Experience with GoHighLevel is highly desirable; experience with Mindbody is an advantage.
Paid & Organic Acquisition
- Work with existing paid-media specialists and monitor performance.
- Understand paid advertising, attribution and acquisition costs.
- Recommend improvements to campaigns, creative and targeting.
- Develop additional channels including Google, YouTube, SEO, referrals, partnerships and local opportunities.
- Ensure the business is not dependent on a single acquisition channel.
Business Development
- Identify and develop strategic partnerships and collaborations.
- Build relationships with local businesses, hotels, corporate organisations, influencers and complementary brands.
- Develop referral and partnership opportunities that generate customers or revenue.
- Support the launch and promotion of new products and services.
Team & Execution
- Coordinate marketing specialists, contractors and external partners.
- Set priorities, briefs and deadlines.
- Manage the marketing calendar and ensure campaigns are delivered.
- Review output, maintain standards and keep the founder updated on progress and results.
Commercial Accountability
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Success will be measured by business results, not vanity metrics, including:
- Qualified leads and applications
- Booked and attended consultations
- New customer acquisition
- Challenge and membership enquiries
- Conversion rates
- Cost per qualified lead/acquisition
- Revenue generated through marketing
The goal is simple: generate more qualified opportunities, convert more customers and grow revenue.
Ideal Candidate
- Proven experience in growth, performance or commercial marketing.
- Track record of generating leads, customers or revenue.
- Strong understanding of acquisition, funnels and conversion.
- Good copywriting, messaging and content skills.
- Experience with CRM and email marketing.
- Understanding of paid and organic acquisition.
- Experience managing freelancers, agencies or specialists.
- Strong commercial and analytical thinking.
- Excellent written and spoken English.
- Comfortable working directly with a founder.
- Highly independent, proactive and hands-on.
Experience within fitness, health, wellness, coaching or high-ticket services is highly desirable.
Important
We do not expect one person to be an expert in every marketing discipline.
The successful candidate should be able to own the growth function, execute where they are strongest, manage specialists where needed and remain accountable for the commercial outcome.
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