Director/Senior Director of Marketing

About Down Under

Down Under School of Yoga is New England’s home for world-class yoga, pilates, and mindful movement. For over twenty years, our school has been defined by exceptional teaching, thoughtful expansion, and a deep commitment to student care. With seven studios across Greater Boston - including our new Central Square location - and Wellesley opening soon, we are poised for intentional growth along the East Coast. Our mission is to provide comfort, inspire reflection, and ignite movement through the power of yoga and fitness.

We are seeking a Director/Senior Director of Marketing who can steward a beloved, values-driven brand while leading the next chapter of our growth.

The Role

The Director/Senior Director of Marketing is a strategic, creative, and highly operational leader responsible for overseeing all aspects of marketing at Down Under. This includes brand strategy, digital marketing, lifecycle and product marketing, in-studio experiences, and community activations. This role ensures that DUY’s brand, mission, programs, and community offerings are communicated with clarity, consistency, and impact across all channels.

You will guide the entire student journey - from first awareness to purchase, booking, onboarding, and long-term retention - ensuring that every touchpoint reflects our ethos of care and excellence.

This role is both strategic and hands-on. It requires someone who thinks strategically, executes with excellence, and thrives in a fast-paced, growth-minded environment.

This role reports directly to the CEO.

What You’ll Do

Brand, Strategy & Product Marketing

• Bring to life brand storytelling across all studios and channels.
• Build and optimize the full student lifecycle - from awareness to acquisition, purchase, booking, onboarding, retention, and reactivation.
• Develop clear value propositions for memberships, offerings, programs, and new modalities.
• Champion our core ethos: care of students, care of teachers, and care of our facilities.

Digital Marketing Leadership

• Oversee the entire digital ecosystem: website, CRM, email, SMS, paid media, social, SEO, reviews and analytics.
• Build and manage social media content strategy and channel execution.
• Drive measurable growth through performance marketing (paid social, search, retargeting).
• Create dashboards and KPIs that support strong, data-informed decision-making.

In-Real-Life & Community Marketing

• Lead neighborhood-specific studio marketing plans.
• Execute IRL activations, partnerships, collaborations, and guerilla tactics to build hyperlocal awareness.
• Support major brand moments including new studio openings and regional expansion.

Experiments & Growth Initiatives

• Pilot and scale new extensions of the brand - such as on-demand video/audio offerings - to expand our reach and deepen engagement.
• Explore creative, unconventional experiments that drive awareness and word-of-mouth.

Content & Creative Direction

• Oversee production of creative assets including copy, design, photography, and video.
• Manage a hybrid team of in-house staff and external contractors (social media manager, designers, content creators, media buyers).
• Ensure every asset meets brand standards, drives action and is executed with excellence.

Team Leadership & Cross-Functional Collaboration

• Lead and mentor a small, high-performing marketing team.
• Collaborate with leadership, teachers, and operations to align promotions with programming and student experience.
• Partner with the Ops, Faculty and Education teams to optimize the booking, purchasing, and onboarding experience.

Who You Are

• A strategic and creative marketer with 7+ years of experience, ideally in direct-to-consumer, retail, hospitality, wellness, or lifestyle brands.
• Deep experience in product marketing, understanding how people discover, evaluate, purchase, book, and engage with offerings.
• Highly skilled in digital marketing, including CRM, email, paid media, analytics, and social.
• A leader who values craft, creativity, and operational excellence.
• Equally comfortable designing strategy and executing details at a very high standard.
• Someone who thrives in a fast-paced, growth-minded, entrepreneurial environment.
• A natural storyteller with a strong point of view on brand, community, and visual identity.
• Bonus: experience launching or scaling a multi-location business, membership models, or digital / on-demand products.

Compensation & Benefits

• Salary: $70,000 – $150,000 annually, commensurate with experience.
• Benefits include:
• Paid Time Off (PTO)
• Employer-sponsored healthcare
• Unlimited yoga and Pilates at all Down Under studios
• Access to workshops, events, and community programming
• A supportive, mission-driven culture grounded in care, creativity, and excellence

Pay: $70,000.00 - $150,000.00 per year

Benefits:

• Employee discount
• Health insurance
• Paid time off

Work Location: In person