Case study · 2024–present
UFC GYM — Brand Marketing Direction
End-to-end brand marketing across the Member Relations Division — campaigns, React website, content production, and a franchisee creative system. +30% member engagement across the multi-quarter promotional roadmap.
- Role
- Director of Brand Marketing
- Client
- UFC GYM
- Medium
- Brand · Campaigns · Web · Content · Franchisee System
- Date
- 2024–present
Challenge
UFC GYM is a global fitness brand operating through a franchisee network — which means brand consistency, member experience, and the marketing engine all have to hold across owners who run their clubs independently. As Director of Brand Marketing for the Member Relations Division, I inherited inconsistent creative execution across franchisees, a React website that wasn't instrumented for the team to learn from, and a content operation built around one-off campaigns rather than a multi-quarter promotional roadmap.
Approach
Directed end-to-end brand marketing across the Member Relations Division — campaigns, the React website, content production, and the franchisee creative system. Built brand and production guidelines that hold across every franchisee via Canva and an internal asset library, so an owner in any market can ship on-brand collateral without a designer in the loop. Rebuilt the email program around member-satisfaction signals. Maintained the React site with continuous UX, analytics, and conversion work. Produced TikTok and YouTube content with motion graphics in Premiere Pro and After Effects for the corporate social channels, and directed monthly and quarterly campaign photo shoots end-to-end.
Outcome
Lifted member engagement by 30% across the multi-quarter promotional roadmap, with measurable gains on the email program's conversion rate and corporate social engagement. The franchisee creative system reduced design turnaround across the network and gave the brand a coherent voice across markets it didn't have before.