Vice President, Brand Strategy & Creative Excellence

Purpose Brands Intermediate, LLC; North Carolina; Hybrid; USD 180,000 - 240,000; Full time

Benefits offered by this job

Medical, Dental & Vision

Hybrid Work Environment

Life and Disability Insurance

Unlimited Time off

Flexible Fridays

401K Matching

Coaching and Therapy

Mental Health Benefits

Brand Discounts & Reimbursements

In‑house workout facilities

Professional Development Opportunities

Team Building

Job summary

Purpose Brands seeks a Vice President, Brand Strategy & Creative Excellence to serve as the enterprise expert driving differentiated brand strategies and compelling content across a multi-brand portfolio. You will lead the In‑House Creative team, Consumer Insights & Research, Content Strategy, and Organic Social, partnering with Brand Leaders to translate business priorities into memorable experiences.

The role requires a highly strategic, consumer-obsessed leader capable of moving seamlessly

Qualifications

• Proven ability to translate consumer insights into differentiated positioning and growth.
• Experience leading cross‑brand strategic initiatives across a portfolio.
• Strong leadership and collaboration with internal teams and external partners.

Responsibilities

• Partner with Brand Leaders to co‑create differentiated brand strategies.
• Lead enterprise Consumer Insights & Research and develop actionable frameworks.
• Oversee In‑House Creative, Content Strategy and Organic Social for portfolio brands.
• Drive innovation in marketing capabilities and AI-enabled creative.

Skills

Brand strategy

Consumer marketing

Social media

Creative development

Leadership

Education

Bachelor's in Marketing/Business

MBA or advanced degree

Job description

Purpose Brands — the parent company of Orangetheory Fitness, Anytime Fitness, Waxing The City, and The Bar Method — is seeking a Vice President, Brand Strategy & Creative Excellence. This role acts as the enterprise subject‑matter expert responsible for elevating how our portfolio of brands understands consumers, defines and recommends differentiated brand strategies, creates compelling content and creative, and builds culturally relevant consumer engagement. This leader oversees the In‑House Creative team, Consumer Insights & Research, Content Strategy, and Organic Social Media, while partnering closely with Brand Leaders to co‑create brand strategy and translate business priorities and consumer insights into powerful brand experiences. Operating as an enterprise Center of Excellence, the VP provides strategic direction, expertise, recommendations, frameworks, insights, and creative solutions across the portfolio. Brand Leaders retain ownership of their individual brand business strategies and final approval of brand positioning, messaging, campaigns, and creative. The role requires a highly strategic, consumer‑obsessed leader who can move seamlessly between insight, strategy, creativity and execution and raise the quality and effectiveness of marketing across a multi‑brand, franchise‑led organization.

Purpose/Impact: (Duties & Essential Functions)

1. Brand Strategy & Positioning: Partner with Brand Leaders to co‑create differentiated, consumer‑led brand strategies aligned with each brand's business and growth objectives. Provide expert recommendations on positioning, target audiences, value propositions, messaging architecture and brand evolution.
2. Consumer Insights & Research: Lead the enterprise Consumer Insights & Research capability, establishing the consumer as a critical input into strategic decision‑making. Lead segmentation, brand health, consumer journey, concept testing, competitive intelligence, cultural trends and qualitative/quantitative research.
3. Creative Excellence & In‑House Creative: Lead and develop a high‑performing In‑House Creative team serving the portfolio. Translate brand strategies and consumer insights into compelling creative platforms, campaigns, content and brand experiences. Build an effective creative operating model balancing enterprise resources, internal teams, external agencies and brand needs. Develop creative recommendations in partnership with Brand Leaders, with final creative approval residing at the brand level. Champion experimentation and use performance learnings to continuously improve creative effectiveness.
4. Content Strategy: Establish an enterprise approach to content strategy while developing brand‑specific recommendations based on audience, positioning and channel. Develop frameworks for creator content, storytelling, short‑form video, educational content, member stories and culturally relevant brand participation. Ensure content strategy connects brand storytelling with measurable consumer and business outcomes.
5. Organic Social Media & Community: Provide strategic leadership for organic social across the portfolio. Help brands move toward community building, cultural participation and consumer engagement. Identify emerging platforms, creators, formats and cultural behaviors that present opportunities for the brands. Establish clear connections between organic social, creators, PR, paid amplification and broader brand strategy.
6. Innovation & Future Marketing Capabilities: Lead experimentation with AI‑enabled creative, content development, personalization, consumer intelligence and emerging marketing capabilities. Develop new ways of working that improve creative speed, quality, and productivity. Ensure the organization builds capabilities required for the next generation of brand building.

Professional Experience

12–15+ years of progressive marketing leadership experience, with significant experience in brand strategy, consumer marketing, social media and creative development. Experience in a franchise, distributed, retail, hospitality, fitness, wellness or other location‑based consumer business is highly valuable. Proven ability to translate consumer insights into differentiated positioning, creative platforms and business growth. Demonstrated experience working effectively with both internal creative organizations and external agencies.

Education

Bachelor's degree in Marketing, Business, Communications, Consumer Psychology or related discipline required. MBA or other advanced degree is beneficial but not required where demonstrated experience and impact are exceptional.

What’s in it for you?

We offer a competitive salary along with exceptional benefits such as:

• Medical, Dental and Vision Coverage
• Hybrid Work Environment
• Life and Disability Insurance
• Unlimited Time off + Paid Holidays
• Flexible Friday's between Memorial Day and Labor Day
• 401(K) Savings Plan Matching at 4%
• Coaching and Therapy sessions
• Mental Health Benefits
• Brand Discounts & Reimbursements
• In‑house workout facilities
• Professional Development Opportunities
• Team Building, Employee Engagement Activities & so much more

WORK SCHEDULE

Purpose Brands LLC, currently observe the following hybrid work model for employees at our Boca Raton (FL), Woodbury (MN), and Seattle (WA) offices: Remote optional: Fridays On‑site days: Mondays, Tuesdays, Wednesdays and Thursdays

DIVERSITY, EQUITY, AND INCLUSION STATEMENT

Purpose Brands is committed to encouraging, facilitating, and upholding an environment centered on diversity, equity, and inclusion across every facet of the Purpose Brands. We will work to create a sustainable culture that supports a healthy space for learning and growing, valuing, and empowering every employee, inspiring a diverse franchise network, and uplifting the members and communities we serve.

EEO STATEMENT

Purpose Brands provides equal employment opportunity to all individuals regardless of their race, color, creed, religion, gender, age, sexual orientation, national origin, disability, veteran status, or any other characteristic protected by state, federal, or local law. Discrimination of any type will not be tolerated.

Purpose Brands, LLC is here to make personal health and wellness accessible for people worldwide. The company holds the world’s largest and most trusted portfolio of fitness, health and wellness franchise brands and services: Anytime Fitness, Orangetheory Fitness, Waxing the City, The Bar Method, Healthy Contributions and Provision Security. Together, these brands generate USD$3.7 billion in revenue, operating across 50 countries on all seven continents with a combined 6 million members. With a world‑class franchise operating model and suite of services that help its portfolio brands accelerate growth and deliver exceptional member experiences, Purpose Brands is best positioned for rapid expansion and to capture a strong market share in the global wellness industry. Enhance the health, prosperity, and overall well-being of franchisees, consumers, and employees through purpose‑driven products and experiences. Empowering individuals and communities to live healthier, more vibrant lives. People. Purpose. Performance. Play.