Marketing Director

Merrithew; Toronto; Hybrid; CAD 130,000 - 150,000; Full time

Job summary

Merrithew seeks a Director of Marketing to lead strategy and execution across its brand portfolio, including Merrithew, STOTT PILATES, Align-Pilates and GYROTONIC®. This is a senior marketing role with strong sales instincts to build brand and demand-generation programs that drive long‑term growth.

The successful candidate will manage multi-brand marketing, oversee performance metrics, content, PR, and distributor partnerships, and mentor a high‑caliber team in a fast‑moving, hybrid

Qualifications

• 8+ years in marketing leadership with multi-brand experience.
• University degree in Marketing or related field.
• Experience in fitness, wellness, or lifestyle industries with B2B and B2C marketing.
• Proven ability to lead and develop a content team with strong editorial judgment.

Responsibilities

• Own positioning and marketing strategy across all brands, ensuring distinct identities within the Merrithew ecosystem.
• Guide brand integration as new acquisitions join the portfolio.
• Develop demand-generation programs and maintain the master content calendar.
• Direct performance marketing and KPI framework across channels; optimize spend against business impact.
• Manage PR strategy and external agencies; align with product launches and major company moments.
• Develop and sustain distributor/reseller partner marketing, toolkits, and campaigns.

Skills

Leadership

Marketing Strategy

Content Marketing

Analytics

Budgeting

Communication

Team Management

Education

University Degree in Marketing or related field

Tools

Marketing systems

Job description

Reports to: Senior Vice President, Marketing & Communications

Date: July 2026

Category: Full Time - Permanent

Location: Head Office: 1271 Tapscott Road, and Studio/Academy Office: 2 Bloor Street E (Currently Hybrid)

Opportunity:This posting is for an Existing Vacancy

Compensation: $130,000 - $150,000 + Bonus

About Merrithew

Merrithew® is the global leader in mindful movement, the company behind the STOTT PILATES® Movement System™ and a growing portfolio of leading movement education and equipment brands, including Align-Pilates and theGYROTONIC®organization. Since 1988, Merrithew has trained more than 100,000 instructors in over 135 countries and developed premium equipment and science-based education trusted by leading studios, rehabilitation centers and fitness professionals.

Merrithew supports instructors, studio owners and wellness leaders with a complete ecosystem to thrive, including training, equipment, digital resources, business tools and a global network of peers. Its vision is to transform lives through intentional, inclusive movement, shaping the next era of mindful movement through innovation, purpose and a commitment to professional excellence.

GYROTONIC®andGYROKINESIS®are registered trademarks.

Our Core Values

These are the values that guide our daily actions, decisions, and how we work with one another and our customers:

• Community – Culture of belonging, encourage connections and engagement
• Passion – Be present, enthusiastic, energetic, committed to purpose, inspiring
• Boldness – Act with courage, change the norm, never settle for “just ok”
• Customer-Centric – Our Vision is fulfilled through our Trainers, Partners and end-customers.
• Accountability – Act like owners, own the results
• Innovation – Delivering the best, highest-quality products, programs and services

Position Overview:

Director of Marketing will drive marketing strategy and execution across our full brand portfolio - Merrithew, STOTT PILATES®, STOTT PILATES Studio, Align-Pilates, andGYROTONIC®.This is a rare opportunity to shape how brands with distinct identities and audiences work together as one commercial engine, at a company actively growing through acquisition and channel expansion. This person is a marketer at heart, with strong sales acumen, someone who can build brand and demand-generation programs that drive long‑term success.

Key Responsibilities

Brand & Portfolio Strategy

• Own positioning and marketing strategy across all brands, ensuring each maintains a distinct identity while reinforcing the shared Merrithew ecosystem story
• Guide brand integration as new acquisitions join the portfolio
• Stay ahead of trends in fitness, wellness, and digital content, bring an outside‑in perspective that keeps the brand portfolio culturally relevant

Performance Marketing

• Fluent in marketing metrics and analytics with the ability to translate performance data into clear commercial recommendations
• Own the KPI framework across all brands and channels, and use performance data to make real‑time decisions on where budget and effort should shift
• Direct the team and agency partners in building and maintaining reporting/dashboards, while personally owning the interpretation and insights that follow from it.
• Tie marketing performance directly to revenue and pipeline outcomes, ensuring spend is continuously optimized against actual business impact.
• Own the master content calendar and framework across all brands, working closely with Digital Marketing and the broader business to keep content aligned with commercial priorities and launch timing
• Build and execute written content marketing as a core capability, including website, blog, email marketing and advertising to drive brand and sales engagement

Agency Management

• Manage the PR strategy and the external PR agency relationship, briefing, performance, and output. Ensure PR activity is coordinated with brand campaigns, product launches, and major company moments (acquisitions, new product launches, events)
• Build and maintain the sales tools, collateral, and messaging that equip distributors and internal sales teams to sell confidently into new and existing segments (e.g. fitness clubs, hospitality, residential)
• Translate market/category data into clear, usable selling narratives

Distributor & Reseller Partner Marketing

• Own the marketing relationship with Merrithew's global distributor and reseller network
• Develop co‑marketing programs, toolkits, and campaigns that partners can localize and deploy in‑market
• Build community and ambassador marketing programs that turn Merrithew's global instructor and educator network into an active marketing asset, testimonials, user‑generated content, and in‑person/experiential moments
• Foster a collaborative, people‑focused culture that encourages creativity, accountability, engagement, and continuous improvement
• Promote strong communication and teamwork across departments while modeling Merrithew's values and customer‑centric culture through hands‑on leadership

What We're Looking For

• Proven leadership experience in marketing, with a strong ability to inspire teams and drive results - 8+ years in marketing leadership preferred, ideally spanning brand, content, PR, and sales/channel enablement. Multi‑brand or portfolio marketing experience strongly preferred
• University Degree in Marketing or related field
• Fluent in marketing metrics and analytics - CAC, LTV, conversion, ROAS, pipeline/funnel contribution with the ability to translate performance data into clear commercial recommendations
• Experience in fitness, wellness, or lifestyle industries, with a solid understanding of commercial strategy, product and experiential marketing, and revenue/performance marketing
• Experience marketing to both B2B audiences (distributors, resellers, professional educators) and increasingly B2C/digital audiences
• Proven ability to lead and develop a content team, with strong editorial judgment, owning email marketing content and case‑study/proof‑point content as demand‑gen tools
• A collaborative leadership style with a passion for coaching, mentoring, and building strong team culture
• Strong communication and relationship‑building skills, with confidence engaging clients, partners, media, and team members alike
• Comfortable working with data, forecasting, and budgets, with the ability to turn insights into action
• Tech‑savvy and confident using marketing systems and tools
• A natural connector who thrives in a fast‑paced environment and brings energy, creativity, and curiosity to the role

Merrithew may use artificial intelligence (AI) tools to support parts of the hiring process, such as reviewing applications, analyzing resumes, or assessing responses. These tools assist our recruitment team but do not replace human review. All final hiring decisions are made by Merrithew’s recruitment team.

Merrithew is committed to providing accessible employment practices that comply with the Accessibility for Ontarians with Disabilities Act (AODA).

Merrithew is committed to providing a barrier‑free access workplace. If you need accommodation at any stage of your application, or want more information on our accommodation policies, please contact us "[e-mail]"

Merrithew is proud to be an Equal Opportunity Employer. Our organization respects and follows the letter and spirit of the Ontario Human Rights Code. We celebrate diversity and are committed to creating an inclusive environment for all employees. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, or any other code grounds