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About the Role
We're seeking a Director of Marketing to partner with the CEO on marketing strategy for a multi-location service business and a new product brand. You will build the team, reporting rhythm, and strategy to drive growth for both brands.
Responsibilities
- Drive new guest and member acquisition across organic, local, and partnership channels.
- Manage retention and lifecycle marketing for membership renewal, win-back, and repeat-purchase programs.
- Oversee attribution and measurement for acquisition and revenue drivers.
- Own and evolve brand strategy and positioning for Formula Fig and FFFormulations.
- Translate guest insights, cultural trends, and business priorities into actionable brand strategy.
- Provide creative direction for campaigns, content, and launch materials.
- Manage the Fig Fans influencer and community ambassador program.
- Develop and execute social channel strategy across Instagram, TikTok, and LinkedIn.
- Lead strategic partnerships and brand experiences, including concept, negotiation, execution, and measurement.
- Identify experiential, cultural, and earned-media moments for brand building.
- Own marketing reporting cadence directly to the CEO, including KPI dashboards and campaign postmortems.
- Build and manage the marketing budget and promotional calendar.
- Establish clear marketing priorities, ownership, and a single source of truth for marketing activities.
- Manage and develop a marketing team across digital, social/community, creative, and brand partnerships.
- Manage external agencies and consultants.
- Set clear ownership and scope for marketing workstreams and hold the team accountable.
Requirements
- 8–10+ years in marketing, including 3–5 years in a leadership role owning strategy and a team.
- Demonstrated hybrid track record in both growth marketing (acquisition, conversion, retention) and brand marketing (positioning, campaigns, partnerships, PR).
- Strong brand, creative, and cultural instincts paired with commercial and guest-behavior awareness.
- Experience in multi-location retail, hospitality, or beauty/wellness services, and/or DTC consumer products; dual exposure is a plus.
- Comfort owning KPI reporting directly to a CEO or board, including brand health and growth metrics.
- Experience in a founder-led or startup company environment, comfortable with ambiguity and building process.
- Entrepreneurial mindset, strong judgment, and a bias toward thoughtful action.
- Track record of managing both people and external partners/agencies effectively.
- Experience building or scaling an influencer, ambassador, or community advocacy program.
Skills
- Growth Marketing
- Brand Marketing
- Performance Marketing
- Brand Strategy
- Positioning
- Creative Direction
- Public Relations
- Partnerships
- Influencer Marketing
- Community Management
- Social Media Strategy
- Content Creation
- Performance Reporting
- Budget Management
- Team Leadership
- Agency Management
Location
- British Columbia
- Ontario
- California
Work Type
- Hybrid
Experience Level
- 8-10+ years marketing experience
- 3-5+ years leadership experience
Salary/Compensations
- $165,000 - $185,000 USD
Benefits
- Health benefits
- Paid time off
- Standard employment benefits per country/state of residence
- Employee discount across Formula Fig locations and FFFormulations products
About the Company
- Formula Fig is a multi-location facial bar and wellness company with locations across British Columbia, Ontario, and California.
- Expanding beyond services into product with FFFormulations, a new consumer skincare line.
Equal Opportunity
- Formula Fig is an equal opportunity employer.
- We celebrate diversity and are committed to creating an inclusive environment for all employees.