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.