Director, Marketing

Yoga Alliance

. Report to the Head of Strategic Communications .

Posted 11/11/2026full-timeArlington • Virginia • United StatesLead💰 $121,500 - $136,000 per yearWebsite

Core Competencies

Role fit

Core Competencies

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Demonstrates expertise in developing integrated marketing strategies that drive membership acquisition, retention, and revenue growth. Proficient in leveraging analytics tools and marketing automation platforms to optimize audience engagement and conversion pathways.

Highest-signal resume keywords

Marketing Automation ProficiencyPeople Leadership ExperienceGo-To-Market Strategy DevelopmentCustomer Segmentation ExpertiseAnalytics Tools Utilization

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills

Marketing Strategy DevelopmentAudience Journey MappingContent MarketingLead GenerationConversion OptimizationSEO Best PracticesSEM Best PracticesMessaging Strategy CreationPerformance MeasurementMarket Research

Soft Skills

Team LeadershipCollaborationCoachingCommunicationCreative Problem-Solving

Tools & Technologies

Salesforce Marketing CloudGoogle AnalyticsMicrosoft OfficeMonday.comContent Management Systems

Industry Keywords

Membership MarketingCustomer Lifetime Value OptimizationSaaSWellnessFitnessCredentialingDiversity and InclusionChange Management

Tech Stack

Tools & technologies

Cloud

About the role

Key responsibilities & impact

Report to the Head of Strategic Communications
Develop and lead integrated, performance-driven marketing strategies across digital and offline channels
Build brand awareness, generate membership acquisition revenue, and grow retention and upsell revenue
Own the membership acquisition engine, including audience attraction, lead generation, conversion improvement, and new member enrollment
Lead retention marketing strategies to deepen engagement, increase renewals, and identify upsell and cross-sell opportunities
Create value propositions and messaging for offerings and develop go-to-market strategies for new tiers, programs, services, and benefits
Collaborate with Community Engagement, Digital, Storytelling, Social Impact, and other teams on product development and member needs
Design member journey mapping and lifecycle marketing programs
Develop audience-centered messaging frameworks and narrative strategies
Partner with Storytelling, Communications, content teams, and external agencies on consistent narratives and campaigns
Design and execute multi-channel campaigns
Lead content marketing initiatives
Partner on conversion optimization and renewal strategies
Create internal product materials and member engagement guides
Develop and optimize audience journeys, conversion pathways, and engagement strategies for membership, credentialing, education, events, sponsorship, and growth initiatives
Partner with stakeholders on lead generation, conversion optimization, and lifecycle marketing programs
Conduct market research, competitive analysis, campaign testing, and audience feedback research
Report on pipeline development, acquisition funnel performance, lead generation, conversion, member acquisition and retention, membership targets, campaign performance, brand awareness, ROI, and revenue indicators
Provide monthly and quarterly budget performance reports
Hire, coach, develop, and hold a marketing team accountable
Lead performance engagement, development processes, goal setting, one-on-ones, and feedback discussions
Coach community-facing team members on clear, consistent messaging
Collaborate and exchange feedback with internal colleagues across teams
Travel as needed for events, functions, staff meetings, and retreats

Requirements

What you’ll need

Bachelor's degree in Marketing, Communications, Business Administration, or a related field, or four years of equivalent experience
10+ years of progressive marketing experience
3+ years of proficiency with marketing automation platforms, such as Salesforce Marketing Cloud
5+ years of people leadership experience, including hiring, coaching, performance management, and employee development
5+ years of go-to-market experience leading complex, multi-stakeholder initiatives directly impacting revenue and business growth
5+ years of proven success in product and/or membership marketing
5+ years of experience in a matrixed organization influencing cross-functional stakeholders without direct authority
7+ years of experience using analytics tools such as Google Analytics, social media analytics, and marketing ROI measurements
10+ years of experience with customer segmentation and persona development
10+ years of experience creating messaging strategies, content frameworks, and audience narratives
10+ years of experience developing customer and member journeys driving conversion, adoption, loyalty, and revenue growth
Knowledge of SEO, SEM, and digital advertising best practices
Understanding of UX/UI design principles
Strong technology skills and ability to quickly learn new platforms and systems
Proficiency with Microsoft Office, Salesforce, and project management tools such as Monday.com
Familiarity with design software and content management systems
Ability to develop strategic narratives and translate complex ideas into compelling stories
Ability to attend in-person work-related events and functions and work on-site in Yoga Alliance's Arlington, VA office as needed
Experience working effectively in a fast-paced, nimble environment with a diverse, remote, distributed employee base across the United States
Proven track record contributing to cultures committed to equality, diversity, inclusion, and belonging
Ability to work within and drive creative processes and apply innovative solutions
Master's degree in marketing, communications, or business administration is desired, not required
Experience in CPGs, SaaS, wellness, fitness, yoga, credentialing, standards-setting, change management, user enablement, or membership/customer lifetime value optimization is desired

Benefits

Comp & perks

Comprehensive health insurance plan offerings, 100% employer paid for employees and 65% paid for dependents
Matching 401K plan
Generous paid-leave program
Parental leave
Sabbatical leave
Reimbursement for professional development opportunities
Casual dress code
Supportive and collaborative organizational culture
Attention to body and mind health
Remote work may be available