Area Director of Marketing - Social Clubs

We are seeking a highly creative, strategic, and execution-oriented Area Director of Marketing to lead brand storytelling, member engagement, cultural programming, and demand generation for a modern social club across multiple markets.

 

This role is focused on building awareness, deepening member connection, and positioning the club as a defining social and cultural destination within the local market. It is accountable for driving measurable membership growth, retention and revenue performance across multiple club locations while ensuring brand consistency. The ideal candidate is equal parts brand strategist, community builder, and marketing operator; capable of translating the club’s identity into compelling experiences, partnerships, communications, and commercial results.

Reporting into the local General Managers, with a dotted line into SHG corporate Marketing, this role partners closely with club operations, food & beverage leadership, membership teams, and external creative and PR partners to drive relevance, engagement, retention, and revenue through experiential marketing and community-driven storytelling.

Success in this role will be measured through topline revenue growth and profit expansion driven by a broader and more engaged membership base, new member acquisition, increased member lifetime value, improved retention and reduced churn, higher F&B utilization and spend, growth in private events and programming revenue, stronger member participation, increased digital engagement, and overall brand awareness within each market.

Key Responsibilities

Brand Narrative & Positioning

•  Own and steward the club’s brand narrative, voice, and positioning across all member and public-facing touchpoints.
•  Ensure storytelling is cohesive across programming, events, digital channels, partnerships, PR, and on-property experiences.
•  Develop campaigns and initiatives that reinforce the club as a vibrant destination for culture, connection, hospitality, and community.
•  Protect and elevate the brand identity while evolving the club’s positioning in line with market trends and member expectations.
• · Develop scalable brand and marketing frameworks that ensure consistency across markets while allowing for localized expression

 Membership Growth & Community Engagement

•  Support membership acquisition, retention, and engagement strategies through marketing, storytelling, and curated experiences.
•  Own the full membership marketing funnel including awareness, lead generation, conversion, onboarding, engagement, renewal, referral and win-back strategies
•  Partner with membership teams to optimize conversion rates and membership lifecycle performance.
•  Cultivate relationships with local businesses, cultural institutions, nonprofits, and influential community leaders to deepen the club’s network and visibility.
•  Identify partnership opportunities that drive awareness, event participation, and member value.
•  Develop structured referral and member advocacy programs that drive awareness, event participation and member value
•  Position the club as an active contributor to the local community and social fabric.

Demand Generation & Revenue Strategy

•  Drive awareness and revenue across memberships, private events, dining, and programming through integrated marketing efforts.
•  Own marketing budget allocation and performance optimization across channels, campaigns and activations, maximizing ROI
•  Partner with club leadership to align marketing initiatives with business pacing, membership goals, and seasonal demand opportunities.
•  Develop ongoing cadence of integrated marketing plans tied directly to membership, F&B, events and programming revenue targets
•  Leverage CRM and audience segmentation strategies to improve engagement, retention, repeat visitation, and member participation.
•  Translate cultural programming and experiential moments into measurable business impact.

Content, CRM & Digital Marketing

•  Guide content strategy across social media, email marketing, web, and member communications channels. Own CRM strategy and execution through the Loyalist platform, including audience segmentation, lifecycle marketing, member communications, automated journeys, retention campaigns, and engagement reporting.
•  Build lifecycle segmentation strategies and performance tracking to track acquisition, retention, engagement and member lifetime value.
•  Leverage Loyalist to drive membership acquisition, onboarding, event participation, renewal activity, and increased member engagement through personalized communications and targeted outreach.
•  Develop and oversee the club’s social media strategy across all pla