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The Marketing Manager at Anytime Fitness Malaysia is responsible for leading and executing all marketing initiatives to drive brand awareness, qualified lead generation, member acquisition, retention support, and sustainable club revenue growth.
This role owns the full marketing growth engine from strategy and creative execution to performance optimisation, budget efficiency, and measurable commercial outcomes. The Marketing Manager works closely with Sales, Operations, Club Managers, and franchise partners to ensure marketing investment translates into predictable leads, strong conversions, and long-term brand value across all clubs.
A critical expectation of this role is financial stewardship ensuring marketing budgets are not only efficient at a cost level, but also fully and intelligently deployed to support consistent growth.
Job Description and Responsibilities:
1) Strategic Marketing & Planning
Develop and execute annual and quarterly marketing strategies aligned with corporate objectives, club growth targets, and membership sales cycles.
Build comprehensive marketing plans that support seasonal campaigns (e.g. New Year, Raya, Chinese New Year), new club launches, promotions, and brand-building initiatives.
Translate national brand strategy into locally relevant, club-executable plans that drive measurable outcomes.
Conduct ongoing market research, consumer insights analysis, and competitor benchmarking to inform targeting, positioning, and channel strategy.
Identify growth opportunities, gaps, and risks, and proactively recommend strategic adjustments
2) Lead Generation & Digital Marketing
Own end-to-end digital performance marketing strategy, execution, and optimisation across Meta (Facebook/Instagram), Google, TikTok, YouTube, and emerging platforms.
Ensure a consistent and predictable flow of qualified enquiries and leads to support club sales teams.
Oversee landing page performance, lead forms, CRM integrations, and tracking infrastructure to ensure clean data and efficient lead handling.
Manage email and SMS lead nurture journeys to improve conversion rates and reduce lead wastage.
Continuously test, iterate, and scale campaigns to balance volume, quality, and efficiency
3) Brand Activation & Local Marketing
Ensure strong alignment between national brand campaigns and club-level activations, maintaining consistency while allowing local relevance.
Support franchise partners and clubs with clear marketing toolkits, templates, guidelines, and best practices.
Oversee local partnerships, community initiatives, events, sponsorships, and influencer collaborations to drive awareness and walk-ins.
Ensure all local marketing efforts reflect brand standards while delivering tangible commercial outcomes.
4) Content & Creative Oversight
Lead the development and execution of creative assets, including ad creatives, videos/reels, static visuals, copywriting, social content calendars, and promotional materials.
Ensure creative output is performance-driven, customer-centric, and aligned with campaign objectives.
Maintain high standards of brand consistency, tone, and quality across all consumer touchpoints.
Work closely with internal teams and external agencies to deliver timely, effective, and scalable creative solutions.
5) Stakeholder Collaboration
Work closely with Club Managers, Sales teams, Operations, and Regional stakeholders to align on promotions, offers, launches, and member journeys.
Act as a trusted marketing partner to franchisees, providing guidance, structure, and performance insight.
Manage and evaluate external agencies, media partners, and vendors to ensure value for money and delivery against objectives.
Communicate clearly and regularly with stakeholders on performance, priorities, and upcoming initiatives.
6) Performance Tracking & Reporting
Define, track, and monitor marketing KPIs across acquisition, engagement, efficiency, and budget utilisation.
Deliver regular performance reports with clear insights, trends, and actionable recommendations.
Identify underperformance early and take corrective action swiftly.
Use data to inform decision-making, prioritisation, and future planning.
7) Budget Management & Financial Efficiency
Own and manage the monthly and quarterly marketing budget with a strong focus on capital efficiency, sustainable growth, and return on investment.
Ensure marketing spend is not only efficient at the campaign level (CPE/CPL) but also fully and effectively deployed to sup
