director of brand strategy

PLNK is looking for a Director of Brand Strategy (DBS) who is passionate about PLNK and how the brand is visually represented through online marketing and advertising, in studio merchandising, and community partnerships. The Director of Brand Strategy is responsible for communicating the vision, mission, values, and personality of PLNK, as well as its positioning, differentiation, and value proposition in the market. The DBS will conduct research and analysis to understand the needs, preferences, and behaviors of our target audience, as well as the strengths, weaknesses, opportunities, and threats of our competitors. Based on these metrics, the role will create a brand architecture, a brand identity, and a brand story that align with business objectives and resonate with the current and future customer base of PLNK. The Director of Brand Strategy will focus on the overall brand strategy, identity, and perception, ensuring consistency and building long-term brand equity; they are the driving force behind engagement, retention, marketing communications and creative collaborations. The DBS oversees, protects, and grows the PLNK brand through marketing, public relations, community partnerships, interactive media, social media channels, and in-studio merchandise and offerings.

Basically, you embody the PLNK brand!

Creating graphics, running ad dashboards and showing off to the world just how great PLNK is.

Responsibilities:

  • Must uphold and embody all PLNK Core Values 

  • Collaborates with other admins, operations, client experience managers, instructors, and the PLNK team to ensure a consistent brand experience

  • Responsible for how PLNK is visually and verbally represented within each studio, online and in the greater community

  • Oversees and optimizes marketing and advertisement budgets

  • Ensures a strong and consistent brand presence across the web

    • Monitors and tracks AIO, SEO and web traffic metrics

    • Maintains and updates the PLNK website for current events, campaigns, education, etc.

    • Maintains and updates Google, Apple, Yelp, and LinkedIn listings as well as individual center websites where PLNK studios are represented

    • Manages all online feedback/reviews and responds in a consistent brand voice  in a timely manner

  • Manages all storage, organization, and usage of PLNK photos, videos, and graphics

  • Evaluates, creates and maintains all brand assets including but not limited to; staff facing resources, client facing marketing materials, signage, email copy etc. for all PLNK studios

  • Uses analytics and customer insights to inform and develop marketing and public relations strategies, optimize performance, and measure brand health

  • Designs and implements social media strategy to align with PLNK brand and business goals

    • Works with both the Director of Client Experience and Social Media Manager to develop social media posts, campaigns, and outreach 

    • Performs research on current benchmark trends and audience preferences

    • Suggests and implements new features, content, ideas, trends, etc. to develop brand awareness

    • Runs paid and organic advertisement campaigns for current and future studios through online and social media channels

    • Sets specific objectives, tracks and evaluates campaign effectiveness and uses data to optimize creative activations and reporting on ROI

  • Utilizes current customer retention software to improve the PLNK experience through automated email campaigns and personalized communication based on customer behavior and journey

    • Expands customer acquisition and retention through automated marketing email segments and campaigns 

    • Develops email marketing campaigns for upcoming studio sales and events

    • Creates monthly newsletters for clients, PLNK team members, and influencers- including current events, sales, promotions, highlights, content curation, etc.

  • Identifies merchandise, accessories, and amenities in line with the PLNK Brand to order and offer in studio

    • Effectively translates brand identity into strategic visual merchandising within each studio

  • Cultivates community through strategic collaborations at a local and regional level

Qualifications: 

  • Understands and has mega love for the PLNK brand

  • General marketing and public relations experience

  • Experience with customer acquisition and retention through automated marketing email campaigns 

  • Extensive experience and knowledge in graphic design with Adobe Illustrator, Canva, Cap-Cut and others

  • Proficiency of Squarespace, web design, Meta Business Suite, Google Business Suite, and all relevant social media and advertisement platforms

  • Must have a solid knowledge of SEO, AIO, keyword research, and Google Analytics

  • Proven experience with social media and content management

  • Up to date with the latest digital technologies and social media trends

  • Wholesale ordering experience a plus, but not required

  • Understands visual merchandising and brand alignment

  • Must have strong organizational skills and be detail oriented 

  • Must have excellent copywriting skills and the ability to express the PLNK brand creatively

  • Must be an ideator who offers creative solutions and new initiatives beyond what currently exists

  • Must be a self-motivated, proactive individual who takes initiative and pursues goals with ambition and energy - without constant supervision or reliance on others

Benefits:

  • Salaried position

  • Unlimited class membership

  • Discount on studio merchandise

  • Ability to work remotely/from home

  • And our personal fav: You’re in charge of the coolest fitness brand in town.