Vice President Marketing

Fitness22 builds the most advanced cardio and strength training fitness apps, making fitness accessible to over 50 million people worldwide. Our mission is to provide the most innovative fitness apps that help everyone - no matter their fitness level - live happier and healthier lives.

We need a player‑coach who both owns the strategy and executes: sets up, runs, and optimizes performance campaigns while leading a rigorous experiment program across creative, bidding, and funnel analytics.

Key Responsibilities:

• Strategic Leadership:
  Define and lead the end‑to‑end marketing strategy aligned to growth and revenue, differentiated global positioning.
• End‑to‑end Demand Generation:
  Own inbound/outbound, performance campaigns, and acquisition funnels (TOFU→BOFU), including nurture/lifecycle.
• Performance & UA:
  Full ownership of Meta / Google UAC / TikTok / (ASA), testing, bidding, audiences, creative,budget pacing to
  ROAS/Payback
  targets.
• Monetization:
  Lead paywall/pricing/packaging experiments,
  CRO
  for checkout/paywall, improve
  ARPU/ARPPU
  ,
  Trial→Paid
  ,
  Renewal/Churn
  .
• Partnerships & Affiliates (B2C):
  Scale creator/influencer collaborations, branded content, referral and affiliate programs to drive paid user growth.
• Brand & Thought Leadership:
  Shape brand voice/identity and drive thought leadership via deep content, PR, case studies, speaking, and customer stories.
• Content, SEO & ASO:
  Own web/landing/blog content strategy, technical + on-page SEO,
  ASO (App Store Optimization- metadata, visuals, ratings/reviews, CPPs/PPO)
  , CRO, and UTM governance/measurement.
• Product Marketing:
  Positioning, messaging, pricing/packaging, and GTM for new features, tight alignment with Product.
• Analytics:
  Stand up a marketing analytics function with BI,
  AppsFlyer/Adjust
  ,
  GA4
  ,
  SKAN/ATT
  , cohorts, define
  KPIs
  and dashboards (nice: MMM/Incrementality).
• Creative System:
  Operate a
  Concept→Variant→Learn
  cadence, asset library, and creator collaborations.
• Org & Hiring:
  Build/coach multi‑disciplinary teams (UA, Content/SEO, Analytics).
• Budget & Forecasting:
  Own
  AOP/forecast
  , allocation vs. KPIs, exec reporting, and marketing
  P&L
  .
• Process & SOPs:
  Experiment standards, decision logs,
  OKRs
  , review rhythms, and post‑mortems to reduce key‑person risk.
• Cross‑Functional & Regional:
  Partner with Product, BI/Data, Finance, Creative/Design, CS/Support, and HR, coordinate localization, brand consistency, and community/event execution.

Must‑Haves:

• 10+ years
  in B2C/mobile marketing, incl.
  4+ years
  leading multi-disciplinary teams.
• Ownership of $20M+ annual marketing budgets
  , with clear
  ROAS/Payback
  accountability.
• Proven revenue impact
  : demonstrable lift in
  ARPU/LTV
  via acquisition
  and
  monetization (paywall/pricing/CRO).
• Privacy-constrained mobile expertise
  : fluent with
  iOS/ATT/SKAN
  ,
  AppsFlyer/Adjust
  ,
  GA4
  , strong
  cohort/LTV
  analysis. (Nice: SQL/Looker/Amplitude, MMM/Incrementality).
• High-velocity experimentation OS
  : A/B/MVT rigor, turning insights into repeatable playbooks and scaled winners.
• Brand & partnerships impact
  : measurable results via PR, creators/influencers, and affiliates - able to show ROI, not just activity.
• Operator's toolkit
  : forecasting, KPI governance, and marketing
  P&L
  literacy, crisp executive communication.
• Ownership & execution
  : bias-to-action, cross-functional leadership, strong business sense.
• Language
  : full professional
  English
  (Hebrew a plus).

Nice‑to‑Have:

• Health/Fitness apps or subscription‑heavy context.
• CRM/Lifecycle (Braze/Iterable), marketing automation, UTM governance.
• Incrementality/MMM and advanced attribution models.