Director, Marketing

Who We Are:
Yoga Alliance is the largest nonprofit membership association of yoga professionals, practitioners, and advocates around the globe. We believe if more people practice yoga, the better the world will be. We’re here to amplify the power of yoga and to make it accessible to anyone wherever they are, under whatever circumstances by:  

• Uplifting the transformative power of yoga, 
• Surfacing and reducing barriers to the practice, and  
• Building, engaging, and supporting the yoga community. 

Our member-driven community is a diverse collective of wisdom holders, yoga educators, and teachers expanding their expertise; a welcoming space for those newly exploring yoga; a place for seasoned practitioners to deepen their practice; and a supportive hub where community leaders, organizations, and businesses can leverage yoga for social good. 

At the core of Yoga Alliance lies a profound commitment to our people. Here, every team member is empowered to lead, innovate, dream, create, and grow. Diversity, equity, inclusion, accessibility and belonging guide our way of being in work and in working with each other. We champion a culture of collaboration, where learning from failures is as valued as achieving success. Together, we challenge the status quo and push the boundaries of what is possible. 

About the Role: 
Reporting to the Head of Strategic Communications, Yoga Alliance is seeking a Director of Marketing to join our team. 

The Director, Marketing oversees the development and execution of integrated marketing strategies to ensure the successful promotion and delivery of key programs, products, and services. This role is responsible for translating organizational priorities into compelling, member-centric narratives that drive awareness, engagement, acquisition, retention, and revenue growth. Incumbent is accountable for membership growth targets, acquisition funnel performance, and marketing ROI.

What You Will Do:
Marketing Strategy & Thought Leadership

• Develop and lead integrated, performance-driven marketing strategies across digital and offline channels, aligned with Yoga Alliance’s strategic goals, to build brand awareness, generate new revenue through membership acquisition, and protect and grow existing revenue through retention and upsell.
• Own the membership acquisition engine: attract new audiences, generate qualified leads, improve conversion rates, and increase new member enrollment through targeted, data-informed campaigns with measurable results.
• Lead retention marketing strategies that deepen member engagement, increase renewals, and identify upsell and cross-sell opportunities into higher membership tiers, programs, and services
• Create compelling value propositions and messaging for organizational offerings and develop go-to-market strategies for new membership tiers, programs, services, and benefits.
• Collaborate with all teams across Yoga Alliance (e.g. Community Engagement, Digital, Storytelling, Social Impact) to ensure member needs are reflected in product development.
• Design member journey mapping and lifecycle marketing programs in partnership with the Community Engagement team.
• Develop and steward audience-centered messaging frameworks and narrative strategies that communicate Yoga Alliance’s mission, value proposition, products, programs, and impact.
• Partner with Storytelling, Communications, and content teams to ensure consistent and effective narratives across all audience touchpoints and channels.
• Influence and guide content and storytelling strategies that support organizational priorities, brand positioning, member engagement, and revenue growth.
• Collaborate with cross-functional leaders to identify opportunities to leverage storytelling as a driver of acquisition, retention, advocacy, and community engagement.

Marketing Implementation & Operations

• Design and execute multi-channel campaigns to attract new audiences and drive organizational strategic goals in collaboration with Storytelling and Digital teams and external agency partners.
• Lead content marketing initiatives in partnership with the Storytelling team.
• Partner with Community Engagement and Digital teams on conversion optimization and renewal strategies.
• Design and build internal materials on product features and benefits to enhance staff effectiveness in member interactions and create internal guides to support the member engagement process.
• Develop and optimize audience journeys, conversion pathways, and engagement strategies that support membership, credentialing, education, events, sponsorship, and other growth initiatives.
• Partner with internal stakeholders to align marketing strategies with organizational growth and revenue objectives through lead generation, conversion optimization, and lifecycle marketing programs.
• Collaborate with teams responsible for partnerships, sponsorships, and member growth to ensure marketing efforts support organizational strategic goals.

Data Analytics & Reporting

• Partner with the Director of Research and Analysis on market research and competitive analysis, and lead marketing-specific research such as campaign testing and audience feedback, to inform strategic decision-making.
• Monitor and report quarterly on marketing’s contribution to pipeline development, acquisition funnel performance, lead generation and conversion, member acquisition and retention, progress against membership growth targets, campaign performance, brand awareness, marketing ROI, and other key revenue indicators.
• Provide monthly and quarterly budget performance reports against targets.

Team Leadership

• Hire, coach and develop a world class marketing team.
• Lead and hold accountable the team to meet long-term goals and near-term objectives.
• Proactively provide team members with developmental feedback to challenge their growth and celebrate their wins including leading the performance engagement and development process, goal setting, regular one-on-one meetings, and mid-year and annual feedback discussions.
• Coach and guide community facing team members on delivering clear, consistent messaging using tailored scripts to ensure alignment with brand voice, member value, and community needs.
• Provide frequent, clear, and specific feedback focused on strengthening core skills and competencies, while encouraging feedback in return.
• Proactively collaborate and exchange feedback with internal colleagues across Community Engagement, Social Impact, and Strategic Communications to ensure alignment, knowledge sharing, and strong relationships.

What You Will Bring:

• Bachelor's degree in Marketing, Communications, Business Administration, or a related field, or four years of equivalent experience.
• 10+ years of progressive marketing experience, including: 
  • 3+ years of proficiency with marketing automation platforms (e.g., Salesforce Marketing Cloud).
  • 5+ years of people leadership experience, including hiring, coaching, performance management, and employee development.
  • 5+ years of go-to-market (GTM) experience leading complex, multi-stakeholder initiatives that directly impact revenue and business growth.
  • 5+ years of proven success in product and/or membership marketing.
  • 5+ years of experience working within a matrixed organization with an ability to collaboratively and positively influence cross-functional stakeholders to achieve results without direct authority
  • 7+ years of experience using analytics tools such as Google Analytics, social media analytics, and marketing ROI measurements.
  • 10+ years of experience with customer segmentation and persona development.
  • 10+ years of experience creating messaging strategies, content frameworks, and audience narratives that support business growth, brand awareness, engagement, and retention.
  • 10+ years of experience developing customer and member journeys that drive conversion, adoption, loyalty, and revenue growth.
• Demonstrated ability to influence cross-functional stakeholders and achieve results in matrixed environments without direct reporting authority.
• Knowledge of SEO, SEM, and digital advertising best practices.
• Understanding of UX/UI design principles.
• Strong technology skills and the ability to quickly learn new platforms and systems, including Microsoft Office, Salesforce, and project management tools (e.g., Monday.com)
• Familiarity with design software and content management systems
• Excellent skills in the following areas:
  • Collaboration: is inclusive, highly engaged team player, proactively seeks and provides thought partnership, assistance, and/or resources with/to colleagues.
  • Communications: written, verbal, and listening; managing expectations; understanding who are the key stakeholders; curious, asks questions early; anticipates and prepares next steps and outcomes. Ability to develop strategic narratives and translate complex ideas into clear, compelling stories that motivate awareness, engagement, advocacy, and action across diverse audiences.
  • Judgment and Decision Making