Head of Marketing

About Ten

We're a premium boutique fitness and wellness brand, proud of the business we've built, an industry-leading business with a clear mission to bring more Ten to more people, in more places.

Ten isn't just a Pilates studio. Dynamic Reformer Pilates sits alongside Physiotherapy, Massage, Personal Training, Clinical Exercise, Women's Health and Wellness, all connected through our Circle of Care model, an integrated approach to helping our clients live fitter, stronger, healthier and happier for longer.

Having refreshed our brand and strategic focus in 2025, we're now looking for a senior marketing leader to bring that integrated wellness story to life, helping clients understand not just what we offer, but how our fitness, physiotherapy and wellness services work together to support their health.

The Role

This is a senior, leadership-level role at the heart of a growing boutique fitness and wellness business. As Head of Marketing, you'll be responsible for amplifying the Ten brand, driving awareness, and using a deep understanding of our clients and services to grow acquisition, retention, engagement and revenue.

You’ll bring a proven track record in premium consumer marketing, creative judgement, analytical rigour, commercial understanding and digital confidence, and be equally comfortable setting strategy and rolling your sleeves up day to day. You don't need to be a developer, but you'll need to understand website development, booking journeys, CRM, data capture, analytics and integrations well enough to brief agencies, challenge recommendations and manage projects.

You’ll lead an in-house marketing team, taking ownership of their growth and development, and work alongside freelance creatives, external partners and agencies.

What You’ll Do

• Strategy & commercial leadership. Build and deliver a marketing strategy aligned to Ten's business goals, using your understanding of the numbers (revenue, CAC, LTV, spend, margin, ROI) to prioritise activity and allocate budget

• Brand leadership. Champion Ten's proposition of Life in Balance and our values of Deep Expertise, Knowing Me Well and True Support across every channel, campaign and client touchpoint

• Acquisition, retention & digital marketing. Lead social, SEO, paid media and content marketing to drive new sign-ups, memberships and engagement, while building loyalty and retention

• Website & booking journey. Own the marketing view of our digital experience, working with developers and agencies to improve conversion, tracking and integrations with our booking and CRM systems

• Content, partnerships & insight. Oversee engaging content across blogs, video, social and newsletters, build strategic partnerships that drive brand credibility, and use customer research to sharpen strategy

• Team leadership. Coach and develop your in-house marketing team, fostering a creative, collaborative culture

• Franchise & education. Lead marketing strategy for TenEducation and Ten's franchise business, spanning both B2B franchise growth and B2C client-facing support for partners

About You

Essential

• Proven experience in premium consumer marketing at senior/leadership level, including a senior role in a multi-site, multi-disciplinary business (boutique fitness, wellness, hospitality, travel or similar)

• Strong leadership and people management skills, with a track record of developing others

• Evidence-based approach, you can show revenue growth from your campaigns and clearly articulate ROI

• Excellent planning, organisation and stakeholder communication skills

• Experience marketing franchise, licence or partner-led business models, including B2B lead generation and franchise acquisition

• Experience creating onboarding materials, toolkits or brand guidance for franchisees or partners

• Comfortable balancing central brand consistency with local marketing needs across multiple sites

• Bachelor's degree (or NVQ Level 6) in Marketing, Brand Management or equivalent experience

Desirable

• Marketing or operational experience in Reformer Pilates, Mat Pilates or Yoga

• Experience in a founder-led, investor-backed or scaling business

• Experience with booking software in fitness, wellness, hospitality or healthcare

• Experience launching or improving apps, booking platforms, websites or CRM journeys

• Master's degree (or NVQ Level 7) in Strategic Marketing or Brand Management

Full training on Ten's Circle of Care and our blended employee/contractor workforce model will be provided.

What Success Looks Like

• A motivated, capable and collaborative marketing team

• Stronger, more consistent brand awareness across every channel

• Clients who understand and engage with Ten's integrated approach

• Measurable growth in acquisition, retention and revenue

• Improved digital journeys, booking experience and campaign performance

• Marketing decisions grounded in data, insight and commercial understanding

• Studios supported locally within one clear, consistent Ten brand

• Strong relationships across the business

• Work that's creative, commercially effective and unmistakably Ten

Ten Health & Fitness is an equal opportunity employer and encourage all applicants interested in the role to apply.

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