Senior Director, Internal Communications & Experience (People & Culture)

Responsibilities

• Strategic Leadership & Management
• Develop and execute an internal communications strategy purpose-built for a field-first workforce, ensuring every employee, regardless of whether they have a company email or sit behind a desk feels informed, connected, and part of a larger mission.
• Lead, mentor, and inspire a high-performing internal communications team, fostering a culture of creativity, accountability, speed, and continuous improvement.
• Serve as a strategic advisor to the C-suite on internal communications, executive messaging, organizational change, and employee engagement; bring a modern sensibility to how leaders communicate and how information is consumed in today's environment.
• Partner cross-functionally with People & Culture, Operations, Legal, and the PR/Corporate Communications team to ensure message alignment, consistency, and discipline across the enterprise; serve as the internal voice when external communications touch employees.
• Field-First & Multi-Channel Communications Strategy
• Manage a multi-channel communications ecosystem built for a workforce that is predominantly deskless - leveraging mobile-first platforms, digital signage, SMS, team apps, and other non-email channels to reach employees working on club floors, in classes, and across facilities.
• Stay ahead of how people consume information bringing a modern, platform-aware mindset to the selection and use of communication tools, formats, and cadences that resonate with a fitness-industry field workforce.
• Measure communication effectiveness across channels and continuously refine the strategy based on reach, engagement, and employee feedback.
• Internal Communications & Employee Engagement
• Lead a comprehensive internal communications strategy that ensures all 12,000 employees from corporate headquarters to the club floorfeel informed, inspired, and connected to the company's mission, values, and direction.
• Partner closely with People & Culture team to create and execute employee engagement initiatives, milestone and recognition programs, and campaigns that strengthen culture, enhance retention, and celebrate the contributions of a largely field-based team.
• Guide internal communication efforts during organizational change, restructuring, or sensitive people-related matters - ensuring clarity, transparency, and trust across all employee audiences, with particular attention to how messages land differently for corporate versus field employees.
• Crisis Communications & Risk Management
• In partnership with the PR and Corporate Communications team, develop and maintain employee-facing crisis communication protocols that ensure field teams many of whom are on the front lines with members receive timely, accurate, and consistent messaging during high-stakes situations.
• Provide real-time counsel to executive leadership on employe

Additional Information

Reporting to the Chief People Officer, the Senior Director of Internal Communications & Experience is a strategic, hands-on leader who owns the employee communications experience across a complex, field-first organization. With approximately 12,000 employees, the vast majority working in fitness clubs across the U.S., the UK and Canada. This role demands a sophisticated communicator who understands how to reach, engage, and inspire a workforce that is largely deskless.and not always reachable via traditional corporate channels. This is a dedicated internal communications role; a separate PR and Corporate Communications function manages all external and media-facing work. The function does work closely with Marketing in order to share brand launches and initiatives. This leader will partner with that team on employee-related scenarios where internal and external messaging must be aligned, including crisis communications situations involving people-related matters. The Senior Director is responsible for building modern, channel-appropriate strategies that meet employees where they are - on the clubfloor, between classes, on a mobile device, while also navigating C-suite communications with the sophistication and pace that executive leadership demands for a growing business. They will oversee the internal communications ecosystem, draft compelling internal messages, and lead employee engagement events that connect a geographically dispersed team to a shared culture and mission.

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