It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.
Anytime Fitness is looking to bring on its first chief marketing officer in a bid to drive change and propel its Australian expansion plans.
The gym franchise said the position required a “change management” mentality and would be focused on the repositioning of its marketing and communications strategy. The new marketing leader will also help lead and develop new brands, products and alliances.
CEO of Anytime Group, Lindsay Munns, confirmed the position was a newly created one in the business, which maintains 40 staff members at its Sydney-based headquarters.
“We are currently recruiting a CMO for the Anytime Group. This is a new position to reflect our growth,” she told CMO.
The new CMO will be responsible for a team of four marketing staff and report directly to the CEO. Key priorities include creating and implementing marketing and communication strategies, working in partnership with the group’s international brand teams, creating a new product development and alliances agenda, and leveraging consumer insights plus industry data to support a growing marketing agenda.
Anytime Fitness launched in Australia in 2002 and claims to have 360,000 members across the country, with annual growth of 25 per cent.
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