Director of Marketing

About Sweat and Tonic

Sweat, recover, connect: Sweat and Tonic (S&T) brings the best of boutique fitness and wellness under one roof. S&T is Toronto's leading boutique fitness and wellness hub, offering the widest collection of group fitness classes in Canada. From complimentary full-service amenities and an unparalleled range of yoga, Pilates, HIIT, indoor cycling, HYROX, and Lagree Megaformer classes powered by top-of-the-line fitness equipment, custom-programmed lighting, immersive projection screens and state-of-the-art sound systems, to premium spa, recovery and high-tech biohacking amenities - every aspect of S&T has been designed to deliver a best-in-class experience with a hospitality approach. With premium spa facilities, café, and bar offerings, members can recharge, recover, and reignite. Tonic House, the multi-functional lounge, workspace and event venue, inspires collaboration and innovation. Since opening in 2019, S&T has innovated and expanded state-of-the art classes across multiple channels: In-studio, Sweat in the Park, Sweat Live, Sweat on Demand, and Sweat on the Roof – a one-of-a-kind, outdoor rooftop fitness studio in the heart of downtown Toronto. In spring 2023, S&T opened its first international sister location, Silver Springs , a boutique yoga and Pilates oasis in the heart of Los Angeles, and opened its second location in Toronto at The Well in December 2023. S&T expanded the brand in June 2025 with a new concept studio, Reformd - the world’s largest-capacity Lagree studio, and will be bringing a fourth location in Toronto’s prestigious Yorkville neighbourhood in 2026. S&T was the recipient of the 2023 Mariana Tek Lasting Community Award, 2023 ClassPass Best Studio Award, and the Mariana Tek Best of Boutique Fitness Awards for 2024 and 2025, recognizing the highest studio attendance and commitment to innovation and excellence.

About the role:

We’re seeking an experienced, full-time Director of Marketing to lead the next chapter of growth for Sweat and Tonic. With premium wellness offerings and the highest-value group fitness membership in Canada, we’ve built a powerful, differentiated brand with strong awareness, demand, and customer love. As the brand continues to mature, this role will focus on deepening engagement, increasing retention, improving customer lifetime value, and building the marketing engine required to scale the brand without diluting what makes it exceptional.

This is a senior leadership role for a brand-builder, lifecycle marketer, commercial thinker, and guest experience champion. You’ll own marketing strategy across all channels, locations, and ancillary business units, including Reformd, The Lab, Tonic Spa, Tonic Bar, and the S&T retail shop. You’ll connect brand, content, CRM, paid media, partnerships, analytics, and customer experience into one integrated growth strategy.

You’ll lead the full customer journey from first impression to long-term loyalty, using customer insights, behavioural data, segmentation, lifecycle automation, and brand-led experiences to increase visit frequency, membership conversion, referrals, reactivation, and overall guest engagement. The right candidate will know how to grow the business while protecting the premium, high-touch experience that has made S&T stand out.

About you:

You sweat the details: You’re data and customer-obsessed, and you’re passionate about the 1% - every little detail that makes our brand and guest experience exceptional, from URL to IRL.

You push the boundaries : You’ve got the drive to build the best fitness and wellness brand in the world and the dedication to shape the trajectory of S&T into the future.

You’re relentless: You’ve got grit and you do what it takes to make anything happen. You’re uncompromising in your pursuit of success and don’t stop until you get what you set out to achieve.

You keep moving : You persevere - you face and overcome obstacles head-on and don’t let challenges get in the way of an exceptional guest experience.

You lead by example : You’re in it for the greater good - you care deeply about how your words, work, and actions impact those around you.

Qualifications:

• 6+ years of progressive marketing experience, ideally in a high-growth consumer, fitness, wellness, hospitality, retail, lifestyle, or membership-based business
• Proven experience leading brand, lifecycle, customer engagement, CRM, paid media, content, analytics, and retention strategies
• Deep understanding of customer journey mapping, segmentation, cohort analysis, attribution, subscription / membership marketing, and customer lifetime value
• Demonstrated ability to grow revenue, increase retention, improve engagement, and connect marketing activity to measurable business outcomes
• Experience managing budgets, agencies, vendors, and cross-functional projects with clear accountability for performance and ROI
• Strong fluency with Google Analytics, Meta Business Suite, Google Ads, CRM platforms, marketing automation tools, and dashboard/reporting platforms.
• Bachelor’s degree in marketing, business, communications, or a related field preferred
• Self-directed learner with curiosity for emerging technologies, including AI tools, to enable innovation and creative ways of working.
• Strong organizational, project, and time management skills, with the ability to adapt quickly, manage multiple projects simultaneously, and deliver on deadlines
• Passion for creating exceptional guest experiences, problem-solving, and a mentality of high-accountability and ownership
• Detail-oriented and highly organized, with the ability to uphold the highest brand experience, communication, and visual standards
• Exceptional communication and presentation skills, including written communication, with the ability to convey ideas and proposals clearly, concisely, and persuasively
• A creative individual with a natural and sharp eye for design. Experience in graphic design, content creation, and copywriting is preferred.
• Knowledge and passion for the fitness and wellness industry, with a keen understanding of current trends and consumer behaviour in the luxury market
• Proficient in Microsoft Office suite including PowerPoint and Excel, Adobe Acrobat, project management software, and event management tools

Key responibilities:

Brand, growth & commercial strategy

• Own the integrated marketing strategy across Sweat and Tonic’s full portfolio, including studios, Reformd, The Lab, Tonic Spa, Tonic Bar, and the S&T retail shop
• Protect and elevate S&T’s premium brand positioning while driving measurable business growth across acquisition, retention, referrals, engagement, and revenue
• Translate business objectives into marketing plans, channel strategies, budgets, priorities, and performance targets
• Partner with leadership to connect marketing investment to commercial outcomes, including CAC, LTV, retention, frequency, conversion, revenue growth, and ROI

Customer journey & lifecycle marketing

• Develop lifecycle marketing strategies across all digital and in-person channels, from acquisition and onboarding to engagement, retention, referrals, reactivation, and win-back
• Map and optimize the customer journey to increase first-to-second visit conversion, membership conversion, visit frequency, cross-sell, loyalty, and lifetime value
• Design segmentation, personalization, milestone, referral, and loyalty programs that deepen connection with guests while staying true to the S&T brand experience
• Use customer behaviour, usage patterns, cohort data, and guest feedback to identify opportunities to improve engagement, reduce churn, and grow long-term guest value

Analytics & insights

• Define, monitor, and analyze marketing KPIs, including acquisition, retention, engagement, conversion, frequency, membership behaviour, churn, LTV, CAC, ROAS, and campaign ROI
• Build marketing dashboards and executive reporting that translate performance data into clear insights, implications, and action plans
• Conduct brand audits, customer research, market analysis, competitor monitoring, and trend reviews to inform brand, content, product, and growth strategy
• Champion a test-and-learn culture that balances creativity, guest experience, and performance discipline

Content strategy & digital optimization

• Oversee content strategy and marketing communications across social media, email, website, brand materials, sales collateral, newsletters, marketing automation, and campaign assets
• Lead SEO, website optimization, conversion strategies, and digital touch-point improvements to increase customer engagement and conversion
• Ensure all content and creative reflects S&T’s premium brand standards, visual identity, tone of voice, and guest experience expectations
• Champion emerging technologies, including AI, to improve content development, personalization, efficiency, and innovation

Team leadership & cross-functional collaboration

• Lead, mentor, and develop a high-performing marketing team, establishing clear goals, performance metrics, operating rhythms, and development plans
• Partner cross-functionally with operations, product, guest experience, retail, spa, food and beverage, finance, and leadership teams to plan and execute integrated marketing initiatives
• Provide support for content efforts, brand partnerships, and events
• Manage agencies, freelancers, vendors, and partners to ensure alignment with brand standards, timelines, budgets, and performance expectations
• Build relationships with key brand and media partners, community members, and influencers to increase awareness and engagement and drive revenue

What success looks like:

• A clear lifecycle and retention strategy is in place, with measurable improvements in engagement, frequency, conversion, reactivation, and customer lifetime value
• S&T has stronger customer segmentation, journey mapping, CRM automation, and reporting to personalize experiences and offers without diluting the brand
• Marketing performance is measured through a clear executive dashboard that connects activity to acquisition, retention, revenue, ROI, and guest engagement
• The marketing function operates as an integrated growth engine across brand, content, paid media, CRM, partnerships, events, analytics, and guest experience
• The S&T brand continues to feel premium, distinctive, and loved as the business scales

Compensation and benefits:

• $115,000 - $135,000 base salary
• Targeted 15% annual bonus
• 4 weeks of annual vacation
• Comprehensive health benefits
• $1,500 annual health spending account
• S&T Unlimited membership for you and a loved one
• Exclusive team member access and discounts across S&T services
• Access to discounts at up to 5,000 retailers across Canada
• Employee Assistance Program
• Top-up parental leave
• Up to $2,500 tuition reimbursement annually

Inclusion and equal opportunity employment:

We are an equal opportunity employer. In addition, we are committed to providing accommodations for applicants upon request at any stage of the recruitment process in accordance with all legislative requirements throughout Canada. Please let us know if you require an accommodation due to a disability during any aspect of the recruitment process and we will work with you to address your needs.