Director of Marketing - Sport
Remote
Marketing /
Full-Time /
In this newly created role, the Director of Marketing for CrossFit Sport will bring CrossFit events to global and local markets & key customer segments to drive awareness, consideration and participation. Building on the understanding of our consumers and value proposition of CrossFit Sport, this marketing and product leader will define and drive the overall go-to-market strategy and development of this critical element of CrossFit’s brand and business.
CrossFit Sport is the team behind The CrossFit Games and hundreds of licensed events around the world. Started in 2007, The CrossFit Games is the largest participatory sporting event in the world, with over 415,000 athletes participating The Open, its first phase.
The Director of Marketing for CrossFit Sport will work in close partnership with both the GM of CrossFit Sport and fellow Marketing leaders to conceive and propose new marketing strategies, concepts, and business models, and guide those projects from ideation through successful launch, completion and iteration. In this role, you will be expected to demonstrate analytical acumen as well as creative skills, with an additional lens of experience in and passion for the CrossFit brand. You should have the ability to appropriately use data to inform high-ROI investments and creative decisions, understanding how CrossFit Sport fits into broader org-wide growth and retention goals. You should also be familiar working closely with product teams (both physical product / experience and tech product) to build out new products and features that can meet business and customer needs.
The right person for this role will be able to work at the strategic level - generating bold and innovative ideas for growth, and partnering outside the marketing org to compellingly present and execute those ideas - and at the tactical level - jumping into detail and execution frequently.
This role necessitates experience with and passion for working at a fast paced, high-growth business and being at ease at the complex intersection of fitness, community, and technology.
RESPONSIBILITIES:
● Develop and execute go-to-market strategy for CrossFit Sport to drive interest and participation in CrossFit hosted events, as well as licensed events, aligned with CrossFit’s broader growth strategy.
● Create and execute integrated marketing campaigns - new brand, channel and strategic initiatives - to support CrossFit Sport growth, maximize customer acquisition and retention, and achieve business and revenue objectives.
● Connect program benefits to relevant audience segments in meaningful ways to drive awareness, education and participation.
● Drive research and analysis needed to deeply understand and articulate the target customer; obsessively understand new and competitive offerings, trends, and opportunities
● Partner with Director of Channels / Media to identify critical traffic drivers (onsite, email, social, etc) for product, and how to measure, track, and optimize them to deliver on business goals
● Oversee development of internal and external feedback tools; provide analytics to leadership to guide product strategy and track progress against goals
● Partner with Product Marketing Directors of other business lines to document strategies and results, share best practices, and identify opportunities to cross-pollinate growth strategies
● Create programs to engage the community of past and current course participants, with the goal of encouraging enrollment in upcoming Sport events.
● Own the development of business requirements docs - for tech product as well as broader, physical or service product offerings; project manage these cross-functional efforts across legal, product, CrossFit Affiliate, CrossFit EDU and other teams
● Partner with Strategy and Finance teams on product pricing, packaging and strategic plans
● Build and operate effective and efficient mechanisms to identify opportunities, tackle challenges and enable execution across teams
KNOWLEDGE AND SKILL:
● Experience conceiving and executing multi-channel marketing strategies and plans
● Experience leveraging soft power to build buy-in and guide execution of strategies across functions without direct management of resources
● Experience executing large-scale events, ideally across multiple markets
● Excellent business judgment and strategic aptitude. Bias towards data-based decision making. Strong analytical skills and ability to identify data needed, then derive actionable conclusions.
● Strong operational skills. Adept at understanding, deconstructing, streamlining and optimizing business processes in an evolving environment.
EDUCATION/EXPERIENCE:
● BA/BS degree or equivalent with strong academic performance
● 8-10+ years of relevant management and product marketing experience with a premium brand, ideally with a focus on events or experiential marketing in the fitness/wellness or entertainment sector
CrossFit is a proud equal employment opportunity employer. We seek to recruit, develop, and retain qualified applicants from a variety of backgrounds, skills, and perspectives. All qualified applicants will receive consideration for employment without regard to race, color, sex, religion, national origin, age, pregnancy, sexual orientation, gender identity, gender expression, past or present military service, disability, genetic information, or any other basis protected by applicable federal, state, or local laws.
CrossFit is a proud equal employment opportunity employer. We seek to recruit, develop, and retain qualified applicants from a variety of backgrounds, skills, and perspectives. All qualified applicants will receive consideration for employment without regard to race, color, sex, religion, national origin, age, pregnancy, sexual orientation, gender identity, gender expression, past or present military service, disability, genetic information, or any other basis protected by applicable federal, state, or local laws.
