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.
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.
Inspire movement, connection, and lasting well-being.
Be the most trusted and inspiring fitness community in every market we enter.
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.
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.
You have roughly a decade of marketing experience in industries where brand, community, and membership engagement are central levers:
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.
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