Job Description
Engagement Type: Fractional | Days: 2-3 days per week | Location: Sydney (on-site preferred)
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Budget: $8,500-$12,500 per month | Start: July **** (preferred)
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About the Organisation
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This is a rapid-scaling, founder-led fitness business with eight locations across Sydney. Starting as a small bootcamp over a decade ago, the business has grown into what it describes as a 'super boutique' - delivering boutique-quality fitness experiences at commercial scale.
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In the past year alone, the business doubled its member base and workforce, opening three new locations. It is now preparing to open a further three to five locations over the next 12 months. Alongside this physical expansion, the organisation is launching several new sub-brands, creating a genuine multi-brand marketing challenge.
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The Opportunity
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The Head of Marketing is departing at the end of June, creating a need for experienced senior marketing leadership on a fractional basis. The co-founders - one of whom has been deeply embedded in marketing strategy for many years - are now focused on location acquisition and broader business growth, creating a genuine gap in day-to-day strategic marketing leadership.
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This role is not a seat-filler. The organisation is at an inflection point: multi-brand, multi-location, high growth, and in need of someone who can architect strategy, lead a capable in-house team, and lay the foundations for a permanent CMO hire over the next ***** months.
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The Existing Marketing Team
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You will step into an established and well-resourced in-house team, including:
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Digital Growth Manager (with a direct report Content Creator focused on TikTok)
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Senior Graphic Designer
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PR & Communications Manager
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Campaign Marketing Lead
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In-house Videographer
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Additional agencies and specialist talent are engaged on a project basis. This is a team that has been built for growth - your role is to align, elevate, and direct it.
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Brand Landscape
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The organisation currently operates one primary fitness brand across multiple locations. Over the next 12 months,



the brand portfolio will expand significantly:
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Existing fitness brand (3 legacy locations, expanding)
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One Coach - newly launched
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One Coach Academy - launching soon
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Two further potential brands in development
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The successful candidate will need to think across all of these simultaneously - building frameworks that scale, not just campaigns that fire.
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What You'll Be Doing
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Strategic Leadership
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Develop and own the ***** month marketing strategy across all brands and locations
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Advise the co-founders and senior leadership on brand positioning, competitive landscape, and growth opportunities
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Set the strategic direction for customer acquisition, retention, and lifetime value across the member base
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Team Leadership & Mentoring
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Lead and mentor the existing in-house marketing team, driving performance and cohesion
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Establish transparent KPIs and performance frameworks across the department
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Actively support the recruitment brief for a permanent Head of Marketing / CMO
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Brand & Multi-Brand Management
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Oversee the launch and ongoing positioning of new sub-brands
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Ensure brand integrity and consistency across an expanding portfolio
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Develop scalable brand systems that can support rapid location rollout
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Growth & Acquisition
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Drive membership growth strategy across existing and new locations
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Oversee digital acquisition channels, including paid and organic search, social media, and email
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Identify and leverage non-traditional channels suited to the 'super boutique' positioning
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Systems & Operations
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Implement or refine marketing systems, processes,



and reporting infrastructure
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Ensure the team has the tools, dashboards, and accountability structures to operate at scale
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What We're Looking For
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We are not looking for a big-agency CMO or a corporate-background marketer. We want someone who thrives in founder-led, fast-moving small businesses - someone who has been there before and knows how to build marketing that works under resource pressure.
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Proven senior marketing leadership in a small business, startup, or founder-led environment
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Comfortable operating as a generalist strategist who can also direct specialists
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Experience managing or building multi-brand or multi-product marketing strategies
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Strong commercial acumen - you connect marketing activity to business outcomes
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Excellent communicator who can hold their own in the room with co-founders
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Experience setting up marketing systems, KPIs, and performance frameworks
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Sydney-based, with the ability to work on-site 2-3 days per week (Surrey Hills area)
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Experience in fitness, health, or membership-based businesses is a bonus, not a requirement. We actively welcome candidates who bring fresh thinking from adjacent industries - luxury hospitality, retail, lifestyle, wellness, or premium consumer brands.
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Culture & Fit
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This is a business that was built from the gym floor up. Culture is taken seriously here - the Head of People & Culture is leading this process, and culture fit is weighted heavily alongside technical capability. The ideal candidate is someone who can match the energy and pace of a business that is genuinely moving fast, while bringing the strategic calm that an experienced senior marketer provides.
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Engagement Terms
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2-3 days per week on a monthly retainer basis
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Budget range: $8,500-$12,500 per month, depending on experience and scope
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Minimum 3-month engagement, with the expectation of extending through to permanent CMO placement
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Sydney-based and available to work on-site (Surrey Hills)
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#J-*****-Ljbffr

📌 Fractional Cmo (New South Wales)
🏢 Cemoh
📍 New South Wales