Head of Brand

About ATHX Games

ATHX Games is among the fastest-expanding functional fitness event brands globally, creating a fast-paced, immersive hybrid fitness format that pushes and motivates athletes of every level. With adidas as a headline partner, 20 events planned for 2026, and more than 40 global events expected in 2027, the company is scaling into a truly international brand.

The brand is built around community, energy, and athletic ambition. In this role, you will help ensure that those qualities are reflected consistently across every brand touchpoint.

The Opportunity

This is a high-impact position with genuine creative ownership across ATHX brand marketing. You will take full ownership of the brand marketing function, covering social media, earned media, content, influencer partnerships, and community engagement. You will also lead and grow a team of marketers, creatives, and channel managers, while partnering closely with the CMO to make sure all activity supports the wider business strategy and commercial goals.

You will be responsible for making ATHX feel active and compelling across digital channels, print, and live experiences. The role calls for someone who understands audience behaviour, builds loyalty, creates repeat engagement, and knows how to inspire advocates. Strong judgment, creative direction, and leadership skills are essential.

Key Responsibilities

Brand Identity and Stewardship

• Act as the everyday custodian of the ATHX brand, ensuring that content, campaigns, and communications remain aligned with the brand’s identity, values, visual style, and voice.
• Own and maintain the brand guidelines, keeping them up to date and ensuring they are followed consistently by internal teams, agencies, and external partners.
• Collaborate with the CMO to evolve the brand as the business expands into new markets, protecting the core identity while adapting where local relevance is needed.
• Set and uphold brand standards across all channels and experiences, including event signage, athlete communications, social posts, and partner materials.
• Present the ATHX brand in a way that feels genuine, energetic, and aspirational to the athlete community.

Social Media

• Shape and lead the strategy for ATHX social channels, including Instagram, TikTok, YouTube, and other platforms that become relevant to the audience.
• Manage the social content calendar to ensure a steady flow of high-quality, brand-consistent posts across every platform.
• Review channel performance, analyse results, and refine the content approach using data and audience insights.
• Track platform trends and algorithm shifts, introducing new ideas and content formats to keep ATHX competitive in sports media.

Content Strategy and Production

• Define the content strategy, including the types of stories, formats, and themes that best express the brand and support community growth.
• Direct the Content Creator team in producing event coverage, athlete features, training content, and campaign creative.
• Ensure all output is high quality, consistent with the brand, and suited to the platform where it appears.
• Partner with the event delivery team to plan and capture content at ATHX events across the UK and Europe.

Public Relations

• Lead the strategy for ATHX earned media and PR.
• Build and maintain strong collaborative relationships with journalists, media outlets, and platform partners.
• Create a reliable stream of positive, high-quality coverage across the most relevant publications and channels.
• Measure PR performance and continuously improve the approach based on results and impact.

Experiential Marketing

• Set and own the strategy for all ATHX experiential activity.
• Oversee delivery of highly engaging and effective experiential moments and activations.
• Track outcomes and improve the approach based on performance data and impact.

Influencer and Ambassador Programme

• Own the full influencer and athlete ambassador strategy from planning through execution.
• Identify athletes, fitness creators, and lifestyle influencers who authentically fit the ATHX brand.
• Create ambassador briefs, content guidance, and activation plans that generate meaningful reach and engagement.
• Measure and report on partner performance to ensure each collaboration delivers clear value.

Community Building and Engagement

• Grow and deepen the ATHX athlete community across social platforms, turning participants into advocates and advocates into ambassadors.
• Increase engagement through interactive content, athlete highlights, challenges, and community-led campaigns.
• Work with the Head of CRM to keep social and email messaging aligned and connected.

Campaign Execution

• Lead the rollout of marketing campaigns from CMO-led strategic briefs, ensuring they are delivered on time, within budget, and in line with brand standards.
• Guide the Marketing team to ensure creative execution and targeting are well aligned.
• Support commercial partnership activations, bringing partner campaigns to life across owned channels in a way that feels authentic to the ATHX audience.

Team Leadership

• Lead, manage, and develop the team, which will initially include a Social Media Manager, a Marketing Manager, and two Content Creators.
• Set clear goals, give regular feedback, and build a culture where creativity and accountability work together.
• Be ready to contribute directly when needed, including content creation, copywriting, and channel management.

Who We’re Looking For

Essential Experience

• Background in a senior brand marketing role, preferably in sport, fitness, events, or a consumer lifestyle business.
• Proven success in building standout, category-leading brands through strong strategy and disciplined execution.
• Deep understanding of social media, especially Instagram, TikTok, and YouTube, including content planning, community management, and performance optimisation.
• Strong creative judgment with the ability to brief, direct, and shape high-quality work.
• Experience managing influencer partnerships and ambassador programmes.
• Demonstrated success in leading and developing marketing teams.
• Comfortable working with data and analytics to guide decisions and report outcomes.
• Highly organised with strong project management skills and the ability to manage several campaigns and deadlines in a busy event environment.

Desirable Experience

• Exposure to functional fitness, endurance sport, or mass-participation events.
• Experience running campaigns with major brand partners.
• Understanding of paid social campaign management.

What We Offer

• Full creative control over the channels and content that shape the ATHX brand every day.
• A senior role with significant influence over the brand’s online presence and identity.
• A competitive salary and benefits package based on experience.
• Opportunities to travel to and cover world-class events across Europe and the US.
• A creative, passionate team to lead and develop.
• The chance to grow with a fast-scaling brand as it expands globally.

How to Apply

Interested candidates should send their CV together with a brief covering note by email to hello@athxgames.com.