Brand Marketing Manager, AWC Digital Studios

WHY JOIN ALO? Mindful movement. It’s at the core of why we do what we do at ALO—it’s our calling.

Because mindful movement in the studio leads to better living. It changes who yogis are off the mat, making their lives and their communities better. That’s the real meaning of studio-to-street: taking the consciousness from practice on the mat and putting it into practice in life.

OVERVIEW The Brand Marketing Manager, Alo Wellness Club (AWC) Digital Studios, will lead culturally relevant, brand-first marketing strategies that drive platform growth and member acquisition among next-generation consumers, with a focus on Gen Z and Millennials. This role is responsible for developing integrated campaigns that position AWC at the center of wellness, culture, and community while aligning cross-functionally across Influencer, Paid Media, Social, PR, CRM, Product, and Content teams. This individual will serve as a key connector across the broader Alo ecosystem—bringing together brand storytelling, creator strategy, and growth initiatives to build awareness, relevance, and conversion.

The ideal candidate deeply understands digital culture, creator ecosystems, campus culture, and emerging wellness trends, and knows how to translate cultural insights into scalable marketing programs that grow the platform.

RESPONSIBILITIES

Lead the development and execution of integrated brand marketing campaigns that drive awareness and member acquisition for Alo Wellness Club, Digital Studios. Partner cross-functionally with Alo Yoga Influencer, Social, Paid Media, PR, CRM, community, Product, and Creative teams to align messaging, launches, and growth priorities across channels. Own and evolve the Alo Wellness Club College Program and Gen Z ambassador strategy, including recruitment, programming, events, partnerships, and creator development.

Build culturally relevant marketing initiatives that position AWC within fitness, wellness, fashion, and creator culture. Develop creator and influencer strategies that drive both brand affinity and measurable growth, with a focus on emerging voices and community-led storytelling. Collaborate with Growth and Paid teams to translate brand and cultural insights into scalable paid acquisition opportunities across TikTok, Meta, YouTube, and emerging platforms.

Partner with Social and Creative teams to shape platform-native storytelling and content strategies that resonate with modern wellness audiences. Develop marketing moments, launches, partnerships, and experiential activations that drive awareness, cultural relevance, and conversion. Monitor cultural trends, social behavior, platform shifts, and wellness conversations to keep AWC ahead of emerging opportunities.

Define and track KPIs across awareness, acquisition, and conversion, using insights to continuously optimize marketing performance and platform growth.

QUALIFICATIONS

6–8+ years of experience in brand marketing, influencer marketing, social strategy, growth marketing, or integrated campaigns. Proven success building culturally relevant, digital-first campaigns that drive brand growth and measurable business impact. Strong experience leading cross-functional marketing initiatives across influencer, social, paid media, PR, CRM, and creative teams.

Experience managing or scaling Gen Z ambassador, campus, or grassroots community programs. Deep understanding of Gen Z and Millennial consumer behavior, digital culture, and social platforms including TikTok, Instagram, YouTube, and emerging channels. Strong understanding of creator ecosystems, influencer partnerships, and community-led marketing strategies.

Experience partnering with performance marketing teams to support acquisition and growth goals. Strong strategic thinking, communication, project management, and storytelling skills. Passion for wellness, fitness, culture, and emerging consumer trends.