FITR
Head of Marketing
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About FITR
FITR is the go-to personal trainer software for individuals, gyms, and large fitness brands worldwide: the elite all-in-one platform that lets personal trainers create, sell, and scale fitness, health, and lifestyle programs online. Built over eight years and trusted by thousands of coaches globally, including some of the best in the world, FITR has grown to circa £2M ARR and is now firmly in its next chapter: scaling to £10M within the next three to five years.
Retention is strong, and coaches who choose FITR tend to stay and grow with us. Growth from here depends on marketing becoming a genuine performance engine - bringing in enough new coaches, efficiently, and increasingly through organic and brand-led channels rather than paid spend alone. This role exists to own that problem: not as a strategist sitting above the numbers, but as the person accountable for hitting them.
This is an exciting time to join: a fast-growing business, ambitious plans, and the chance to shape the future of a global brand.
The Opportunity
We're looking for a Head of Marketing to lead our marketing team and own its contribution to coach growth as FITR scales. This is a senior leadership role, but it isn't one that sits far away from the numbers - you'll stay close enough to CPL, CAC, lead quality, and trial-to-paid conversion to challenge decisions, coach your team, and know what good looks like.
You'll lead a team of five:
- Performance Marketing Manager (paid acquisition — CPL, CAC, and lead quality)
- Organic Growth & Content Manager (organic acquisition strategy across traditional search and AI/LLM discovery, content planning, briefs, and on-page SEO — one owner for what we create, for whom, and how people find it; this is a new role being hired for at the moment)
- Social Lead (video-first social, community, and creator/UGC distribution)
- Brand & Campaigns Manager (positioning, proof points, partnership activation with our Coach Growth team, campaigns, and events — with a CRM & Digital Executive reporting to them on lifecycle email and web/content execution; also being hired for at the moment)
- Graphic Designer
Web builds will soon sit with our in-house dev team rather than an agency.
You'll report to the COO. You'll also partner closely with our Head of Growth & Data contractor, who sits outside marketing and reports directly to the COO: they're accountable for conversion optimization and experimentation across the full funnel, plus attribution and measurement. The split is deliberate - you own generating demand and hitting the marketing contribution to our coach growth target; they own turning that demand into conversion. You don't run their program, but you'll lean on it constantly, and you won't be left guessing where the numbers come from.
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As a small but ambitious team, you'll need to be hands-on - this isn't a role where you set strategy and hand off execution entirely. You'll collaborate across Product, UX, and Support, and you'll be expected to help activate the team behind new revenue launches (like our AI programming), not just around core coach acquisition.
What You'll Do
- Own the number - Be accountable to the COO and SLT for marketing's contribution to the revenue and coach growth target, not just activity or output metrics.
- Manage & interrogate performance - Directly manage the Performance Marketing Manager. Own the quality of decisions they make on CPL, CAC, and lead quality - this isn't a role where cheap leads count as a win if they don't convert.
- Unlock organic growth - Direct our Organic Growth & Content Manager on organic search, AI/LLM discoverability, and content strategy - one owner for what we create, for whom, and how people find it - a channel we've under-invested in and need to fix.
- Lead the full team - Performance, organic growth, social, brand, and design, so campaigns, content, and creative are joined up behind the quarter's acquisition and retention goals.
- Activate new revenue launches - Rally the team behind new revenue lines like AI programming: build the positioning, content, and campaigns that get take-up moving, working closely with Product on what's coming next.
- Partner on growth & data - Work closely with our Head of Growth & Data, who owns conversion optimization and experimentation across the funnel plus attribution and measurement. You own demand and the growth number; they own turning that demand into conversion. You won't run that program day to day, but you need to use what it produces and know where to push it.
- Shape brand & campaigns, in service of growth - Champion FITR's brand and market-facing campaigns as things that drive acquisition and retention, not a parallel track competing for the same attention.
- Own events & activations - Decide which events earn their place on the calendar and budget, and make sure every one gets captured for content the team can reuse.
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What We're Looking For
- 5+ years in a senior marketing role inside a fast-moving, digital-first SaaS, subscription, or marketplace business, where you were personally accountable for a CAC, LTV, or paid acquisition number - not just overseeing one from a distance.
- Comfortable running toward the data: you can read a funnel, challenge a CPL/CAC trade-off, and know the difference between a cheap lead and a good one.
- Experience managing a Performance Marketing Manager or similar paid media specialist day to day, not just commissioning an agency to do it for you.
- Working knowledge of organic growth fundamentals - SEO and content strategy - enough to direct and hold an Organic Growth & Content Manager to account, even if you're not hands-on with the technical work yourself.
- A strong brand instinct too. This is a performance-first role, not a performance-only one.
- Confident with platforms like Google Ads, Meta, and GA4 or an equivalent analytics stack.
- Comfortable with ambiguity - our team and structure are still evolving, and you'll help shape them, not just execute against a finished org chart.
- Excellent communicator, able to pitch ideas, influence colleagues, and inspire a team of five.
- Eligible to work in the UK.
Bonus Points
- Experience marketing to a two-sided marketplace, membership, or community-driven audience, rather than pure B2C or traditional B2B SaaS.
- Familiarity with the health, fitness, or creator economy space.
- Experience supporting the launch of a new product or revenue line, not just steady-state acquisition.
- Some exposure to how LLM/AI-driven search is changing organic discovery.
What We Offer
- Up to £90k Salary
- Company pension scheme
- Flexible working: Soho office Tuesday–Thursday, remote Monday & Friday
- 30 days plus bank holidays holiday allowance
- Fun, collaborative, supportive culture
- Quarterly socials and a healthy work-life balance
If this sounds like you, send your CV and a bit about yourself to katsouthey@fitr.training. We can't wait to meet you!
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