{"id":3504757,"url":"https://alion.io/job/arada-formative-marketing-communications-director","title":"Formative| Marketing & Communications Director","company":{"id":1912151,"name":"Arada","domain":"arada.com","url":"https://alion.io/company/arada-com","size_band":"201-500","is_staffing_agency":false,"employer_type":"direct","is_intermediary":false,"listed_via":null,"ats_vendor":"Teamtailor","truth_index":null},"role":"Communications","role_family":"Communications","seniority":"head","employment_type":"full_time","work_mode":"on_site","remote_scope":null,"remote_scope_basis":null,"remote_working_hours":null,"hiring_geo_confidence":"structured","locations":["Dubai, United Arab Emirates"],"countries":["AE"],"hiring_countries":[],"hiring_countries_total":0,"salary":null,"salary_estimate":{"min_usd":47000,"max_usd":103000,"period":"year","method":"global_role_cell_scaled_by_country","sample_n":388},"experience_years_min":12,"visa_sponsorship":false,"relocation_package":false,"has_equity":false,"technologies":[],"status":"live","first_seen_at":"2026-10-29T05:30:56Z","employer_posted_date":"2026-10-29","last_verified_at":"2026-11-02T14:56:36Z","board_verified":true,"closed_at":null,"days_open":4,"trust":{"level":"ok","repost_count":null,"flags":[],"days_open":4},"description":"AboutFormative\nAt Formative, we believe in moving with purpose. We bring together four award-winning fitness brands, Wellfit, FitnGlam, FitCode and The Platform Studios, to help people train harder, recover better and stay stronger for longer.\nFrom premium superclubs and luxury women’s spaces to boutique studios, our clubs combine expert coaches, innovative technology and a wide range of fitness experiences. Every one is designed so that members feel motivated, supported and part of a community.\nBehind every great member experience is a passionate team. As Formative grows across the UAE and beyond, we’re looking for people who share our energy, ambition and commitment to helping others lead happier, healthier lives.\nJoin Formative and be part of a team that’s shaping the future of fitness and wellbeing.\nRole Purpose:\nThe Marketing & Communications Director - Fitness and Wellness is responsible for defining and executing the marketing and communications strategy for Arada’s health, fitness and wellbeing portfolio. This includes Formative, Arada’s fitness platform which operates multiple brands including Wellfit, Fitcode, FitnGlam and Platform.\nThe role will drive brand growth, member acquisition, retention and community engagement across Arada’s fitness and wellness ecosystem while ensuring alignment with the broader Arada Group Marketing Engine.\nKey Responsibilities:\nBrand & Cultural Positioning\nLead the development of distinctive lifestyle brands that resonate with modern wellness and fitness audiences. Responsibilities include:\nDefining brand positioning and narrative for Formative\nDeveloping compelling storytelling across campaigns, content and experiences.\nEstablishing both brands as cultural leaders within the regional fitness and wellness ecosystem.\nBuilding strong digital and social media presence that reflects the lifestyle and community around the brands.\nLeading PR and media engagement to position Arada’s wellness platforms as category leaders.\nMembership & Community Growth\nDrive membership acquisition, retention and community participation across all platforms. Responsibilities include:\nDeveloping strategies that accelerate membership growth and retention.\nDesigning lifecycle marketing programmes across acquisition, onboarding, engagement and renewal.\nLeading CRM, loyalty and member engagement strategies.\nBuilding brand communities through programming, partnerships and digital platforms.\nWorking closely with operations teams to optimise membership models, pricing and packages.\nExperience & Ecosystem\nCreate an integrated wellness ecosystem that combines physical experiences, digital platforms and brand partnerships. Responsibilities include:\nSupporting the development of holistic wellness experiences across fitness, recovery, nutrition and wellbeing.\nLeading marketing strategies for new services, programmes and product offerings.\nBuilding partnerships with wellness brands, fitness experts and health innovators.\nSupporting the expansion of Formative across new locations and communities.\nEnsuring the member journey reflects a premium, community-driven lifestyle experience.\nFunctional Excellence\nLeading integrated marketing campaigns across brand, digital, social, PR and partnerships.\nWorking with the Group Marketing Engine to deliver performance marketing and data-driven growth.\nLeveraging CRM and data platforms to drive personalisation and retention.\nMonitoring marketing performance across membership growth, engagement, revenue contribution and brand awareness.\nRequirements\n12-15+ years in marketing leadership roles within fitness, wellness, lifestyle or hospitality brands.\nExperience marketing membership-driven or community-based businesses.\nProven success in brand building and customer acquisition.\nStrong understanding of digital platforms, CRM and lifestyle marketing.\nExperience launching and scaling consumer lifestyle brands.\nUsing GenAI in Your Application Process\nTo support a fair and consistent experience for all candidates, we ask that assessments and interviews are completed independently and without assistance from generative AI tools. This ensures we understand your strengths, your thinking, and how you approach real situations.\nWhy join Arada?\nAt Arada, you'll have the opportunity to contribute to projects that transform communities while working alongside talented professionals in a culture that values innovation, collaboration and continuous growth. We are committed to creating an inclusive workplace where everyone has the opportunity to thrive and make a meaningful impact.\nEqual Opportunity Statement\nArada is committed to creating a diverse and inclusive workplace. 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