Sr. Director, Member Marketing

Sr. Director, Member Marketing

Our Story: Equinox Group is a high growth collective of the world's most influential, experiential, and differentiated lifestyle brands. We restlessly seek what is next for maximizing life - and boldly grow the lifestyle brands and experiences that define it. In addition to Equinox, our other brands, SoulCycle and Equinox Hotels are all recognized for inspiring and motivating members and employees to maximize life. Our portfolio of brands is recognized globally with locations within every major city across the United States in addition to London, Toronto, and Vancouver.

Our Code: We are passionate about high performance living and we practice what we preach – investing time in our own health and fitness. We believe that everyone has untapped potential within them and it takes a disruptive approach to unleash it. We dream big and don't settle for the status quo. We sweat the details. We never accept less than 110% to help each other deliver the Equinox experience and enable our members to get great results. We are obsessed with what's new, what's now, what's next. Never following, always leading, and living ahead of the moment in fashion, culture, and consumer behavior. We aren't just a company; we're a community vested in each other's success. We value humility and a team approach at every level of the company.

If you are a high performing individual who is passionate about winning and inspiring others then we are excited to discuss career opportunities with you.

Job Description

Equinox is seeking a Senior Director, Member Marketing who is obsessed with the member experience — someone who sees every detail as an opportunity to strengthen connection, deepen loyalty, and set a new standard in luxury wellness.

You will be the voice of the member within the marketing organization, championing strategies that meet their needs, surprise and delight them at key moments, and inspire new behaviors, engagement, and advocacy. Success in this role means creating experiences where members feel seen, valued, and inspired at every stage of their journey; strengthening loyalty, retention, and lifetime value across key lifecycle milestones; making ancillary products an integral part of the Equinox lifestyle; and ensuring field teams feel supported and equipped to deliver member-first communications.

Reporting to the VP, Brand, you will build and lead a team responsible for shaping campaigns, communications, and experiences that bring the Equinox brand voice to life — elevated, provocative, unapologetic — while driving retention, ancillary adoption, and member engagement. This is a highly cross-functional role, requiring close partnership with CRM, Product, Sales, and Field Operations to ensure every member touchpoint — digital or physical — is not only functional, but transformative.

At Equinox, we don't just market fitness — we market high-performance living. Above all, this leader will be obsessed with making every interaction transformative for our members.

• Lead end-to-end marketing for ancillary offerings — including Personal Training, Pilates, Spa, Recovery, and Retail — developing insight-driven briefs, building campaign calendars, and driving adoption and revenue growth.
• Shape and oversee the integrated member communications calendar, aligning priorities across CRM, Brand, Product, and Field, and ensuring members receive consistent, timely, and value-driven communications across all channels.
• Design and execute loyalty and VIP strategies that create high-impact, high-touch moments across the member lifecycle, strengthening emotional connection and long-term retention.
• Equip and empower club teams with best-in-class communications — creating scalable toolkits, training, and messaging frameworks that enable flawless in-club delivery while serving as the primary marketing liaison to Field Operations.
• Partner with CRM to craft lifecycle strategies across join, engage, and renewal stages, ensuring personalized, brand-aligned messaging that increases retention, lifetime value, and member satisfaction.
• Provide member-first leadership — developing and mentoring a small but growing team, articulating a clear vision, fostering cross-functional collaboration, and championing a culture relentlessly focused on member experience.
• Define and track business success metrics — establishing KPIs around member satisfaction, retention, and member revenue growth, refining measurement frameworks, and ensuring leadership visibility while driving continuous improvement.

Qualifications

• Obsessed with the member experience — you see the world through their eyes and care deeply about every detail of their journey.
• 10–12 years of marketing experience in membership, luxury, lifestyle, or consumer services industries.
• Proven track record in marketing, ideally focused on retention, loyalty, and lifecycle marketing.
• Comfortable balancing left-brain analytical rigor with right-brain creativity — equally fluent in data-driven strategy and breakthrough brand storytelling.
• Consulting background (top-tier management consulting or equivalent) a strong plus.
• Experienced in building and leading small, high-performing teams.
• A natural storyteller and connector who thrives in cross-functional environments.
• Comfortable balancing strategic vision with hands-on execution.
• Passionate about wellness, culture, and creating experiences that inspire.

Pay Transparency: Min $200K - Max $250K, bonus eligible

Additional Information

As a member of the Equinox team you will receive:

• We offer competitive salary, benefits, and industry leading commission opportunities for club employees
• Complimentary Club membership
• Perks and incentives with our products and services including Personal Training, Pilates, Spa and Shop

This job description is intended to describe the general requirements for the position. It is not a complete statement of duties, responsibilities, or requirements. Other duties not listed here may be assigned as necessary to ensure the proper operations of the department.

Equinox is an equal opportunity employer. All your information will be kept confidential according to EEO guidelines. Must have a legal right to work in the United States.