Basecamp Senior Manager of Brand Marketing (LA, SF or Minneapolis)

Self Esteem Brands is seeking an individual to join our team as a Sr. Manager, Brand Marketing supporting Basecamp Fitness. At SEB, we offer a fun, fast-growing, inspirational culture grounded in people, purpose, profits, and play. As a Sr. Manager of Brand Marketing, you will play a key role in the development and growth of Basecamp Fitness through the application of consumer insights and data to shape the brand positioning and service roadmaps and execute the consumer message. This position will report to the VP of Marketing, Studio Brands.

About Basecamp Fitness:

Basecamp Fitness is the most effective and efficient workout in the market. Each 35-minute workout focuses on high-intensity interval training (HIIT), rotating between an assault-bike and heart-pumping floor exercises–all designed to help participants become stronger and faster. Supported by a trained instructor, members receive additional guidance via large instructional video screens. An optional 10 minutes at the end of each workout features a wide array of core exercises, which means participants benefit from intense cardio, strength training and abdominal training during every session.

Position Objective:

SEB is looking for an experienced, strategic, passionate, and results-driven marketer to lead the marketing arm of Basecamp Fitness. Responsibilities include brand strategy, development of digital and traditional marketing campaigns to acquire new members, local studio ramp-up efforts, serve as liaison with franchisees for marketing initiatives, development of social content/strategies, creative execution, public relations and a champion of the consumer experience in the fitness studios.

We need someone with creative ambition and a start-up mentality that’s balanced with planning rigor – willing to challenge assumptions, question the status quo, inspire creatives, and develop impactful marketing strategies in service of real human needs. The ideal candidate is willing to wear many hats, jump in and get tactical, while also driving a long-term strategy forward step-by-step.

The Senior Manager of Brand Marketing will be expected to drive the development and evolution of Basecamp as a premier boutique fitness brand while developing and overseeing new marketing programs that maximize short and long-term impact to the brand, business, and franchisee experience.

This candidate should have the right mix of strategy development experience, brand vision, creative articulation and a proven ability to prioritize and activate marketing initiatives that drive business impact.

The candidate will help balance the immediate needs of a corporate start-up with the future development of the business and brand efforts to thrive in a franchise model.

To be successful in this position you need to embrace an ability to move fast, iterate and always be adding value. The successful candidate will be: tenacious, open, imaginative, positive, precise, analytically inclined, and curious, with a proven ability to use data to identify insights and build compelling stories, ask and answer different and difficult questions, inspire and support creative teams with data, evaluate work, learn and adapt quickly.

An ideal candidate has B2C experience across integrated marketing disciplines (traditional media and digital channels) on the client or agency side, accustomed to client service with pragmatic business sense.

This role is an independent contributor who will leverage shared resources across the marketing group (research, creative, digital marketing, etc.) to the benefit of Basecamp’s business objectives. As the brand grows from start-up to global dominance, further dedicated marketing resources may be added to this team.

Basecamp Team Members: Core Competencies

• You are passionate. You are passionate about empowering team members, franchisees and consumers through our Basecamp workout and experience.
• You are both creative and logical. Your right brain and left brain operate in sync, and you can brainstorm innovative solutions for any challenge.
• You are a ferocious communicator. You have a strong understanding of email and phone etiquette, and you can articulate your point up, down and across communications lines.

• You thrive as a contributing member in a team. You have an ability to make an impact in any room.
• You create an empowering environment. You bring something new to the table and you have exciting and well-rounded ideas to share with the team. You are not afraid to take risks and you seek to understand.
• You are driven. You desire growth within our team and the Basecamp brand.
• You are a studio fitness connoisseur. You live the brand.

Primary Responsibilities:

• Provide leadership and guidance to brand and shared service marketing teams on all marketing efforts.
• Develop and oversee programs and initiatives that bring Basecamp to life, extend brand reach, and acquire new members. Responsibilities include annual business strategic planning and marketing strategy of these brand programs based on consumer insights. Programs can include annual campaigns, digital marketing, studio ramp up programs, social good programs, offline events and sponsorships, branded activations, surprise and delight initiatives, member engagement activities, and more.
• Excitedly roll up your sleeves to work hands-on at a tactical level wherever needed, while keeping a keen eye on the long-game and big picture strategy.

• Collaborate with business, digital, analytics and creative leaders to devise strategies and efforts that inspire and change behaviors, and shape and mold the work product as it is developed.
• Develop a deep understanding of the brand’s target consumer and become his/her advocate across company initiatives, working in close collaboration with the operations and research teams.
• Develop sharply-focused creative briefs and deliver inspiring creative briefings; collaborate and support creative teams before and after the briefing.
• Present strategies and ideas to senior stakeholders in a clear and compelling manner, grounded in data and consumer needs.
• Collaborate with corporate leadership to ensure alignment on vision and readiness for change.

• Direct ad funds/ marketing budgets to optimize return for corporate investment.
• Develop and execute influencer marketing strategy in collaboration with local studio teams, PR resources and Basecamp leadership.
• Partner with the digital team to infuse the brand into the website experience; lead holistic campaigns to market key site features and functionality that advance the brands value proposition to prospects and customers.
• Serve as a brand advocate by developing a brand toolkit, representing the brand perspective in working groups company-wide, and socializing the brand guidelines with cross-functional stakeholders.
• Partner closely with the digital media, advertising, and analytics teams to define and track brand campaign performance metrics to ensure a high level of effectiveness and impact.

Job Qualifications:

• 6-9 years of marketing, brand strategy, brand/campaign management experience.
• Service brand, agency, international, franchise experience and start-up experiences are all a plus.
• Strategic thinking skills with strong intuition around what it takes to build a great, lasting brand.

• Excellent communication, project management, and organizational skills, with a high attention to detail.
• Proven analytical skills and the ability to work with data to understand performance, forecast program impact, optimize programs, drive decisions, and measure high-impact user acquisition and retention outcomes.
• Must be an independent, strategic, and creative thinker who is a strong team player (no job is too small or too large) and willing to take on additional responsibilities, as necessary.
• Creative and collaborative team player who can work with multiple stakeholder groups, influence decisions, and work under pressure in fast-paced environment.
• Thrive on creating new process and navigating in uncharted waters.

• Passion for the fitness world.

We are an Equal Opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sexual orientation, sex, national origin, disability, or protected veteran status.