CrossFit is looking to hire an a Director, Community Marketing. You will lead marketing to CrossFit's global network of 10,000+ affiliates in 140+ countries. This role owns the communications, resources and engagement programs that help affiliate owners and coaches grow their gyms, with the goal of increasing affiliate engagement, sentiment, growth and retention.
Key Responsibilities:
• Affiliate Communications:
◦ Lead affiliate owner communications in partnership with the Integrated Marketing team: monthly HQ newsletter, regional newsletters, campaign emails and lifecycle journeys (onboarding, win-back)
◦ Set the affiliate send calendar with Integrated Marketing and partner with the Email team on builds, QA and performance
◦ Develop new owner channels, such as SMS
• Affiliate Toolkit (ATK):
◦ Own strategy, execution and data insights for the marketing and business resources in the Affiliate Toolkit
◦ Set the content roadmap and site structure, and build campaign hubs, templates and guides owners use to market their gyms
◦ Track and analyze resource usage, report insights to leadership, and use the data to improve what HQ provides
• International Community Marketing:
◦ Help lead international marketing and build out the Community Marketing function across CrossFit's Big 8 markets (Brazil, Spain, France, Italy, UK & Ireland, DACH, Australia, South Korea)
◦ Recruit, activate and set strategy for in-market Community Marketing Managers who extend brand awareness and affiliate engagement locally
◦ Partner with country managers and the GYM team on localized content, local partnerships and in-market campaign rollout
◦ Own localization of affiliate resources and campaigns across core languages
• Owners & Coaches Conference and CrossFit Games:
◦ Own all marketing, promotion and ticket sales for the CrossFit Owners & Coaches Conference: marketing plan, email, social, app, partner and international promotion, and on-site and attendee communications
◦ Set registration and attendance goals and track sales through the cycle with the Events team
◦ Lead marketing for affiliate activations at the CrossFit Games, including owner events, affiliate workouts and booth programming
• Campaign Activation:
◦ Turn company campaigns (the Open, Murph, Community Cup, brand campaigns) into affiliate playbooks, assets and timelines
• Engagement and Sentiment:
◦ Helps lead the Affiliate Owner Town Halls from agenda and executive talking points to recap
◦ Serve as a key partner on owner surveys and research, shaping questions and turning insights into affiliate marketing priorities
• Affiliate Media Activation:
◦ Lead initiatives that get affiliates creating and sharing CrossFit stories, such as global storytelling contests and affiliate outreach
◦ Build the process that equips country managers, Seminar Staff and affiliates with share-ready assets
• Growth, Planning and Reporting:
◦ Support affiliate growth and retention through new-gym onboarding, win-back efforts and partner programs for affiliates
◦ Build the annual Community Marketing plan, calendar and budget; manage vendors and contractors
◦ Report affiliate marketing performance to leadership
Knowledge and Skills
• Experience owning email and lifecycle programs (Braze or similar)
• Comfort with a CMS and analytics tools (Amplitude or similar) to build and measure resources
• Event and campaign marketing experience across multiple teams
• Experience building or leading marketing across international markets, including managing in-market teams or partners
• Ability to lead cross-functional work without direct authority
• Knowledge of the CrossFit affiliate model; CrossFit Level 1 preferred
Education/Experience
• 8+ years in community, member, or B2B marketing, ideally in fitness or a franchise/network model.
