B2B Marketing Manager

About REP Fitness

REP Fitness creates premium, innovative gym equipment used by customers around the globe, and the company is expanding into apparel, supplements, athletes, and events. Founded in 2012 by two brothers with a passion for training, REP has grown from selling bumper plates out of a small garage to more than 300,000+ square feet of office and distribution space across the USA and international markets. The company now includes a team of 200+ fitness enthusiasts and aims to become the leading strength brand worldwide.

The business is built around a fitness-first culture and serves home gyms, commercial facilities, and strength and conditioning spaces. Its growth and product launches have earned repeated recognition, including placement on the Inc. 5000 list in 2018 and 2021 and a 2022 award from Garage Gym Experiment for the best home strength product launch. REP also emphasizes collaboration, energy, and fun, with team workouts, guest fitness personalities, and friendly challenges built into the culture.

This position is based at the company’s headquarters in Westminster, Colorado, in a spacious shared office with mountain views, healthy snacks, protein powder, and coffee available in the kitchen. The role follows a hybrid schedule with a minimum of three in-office days each week, while the remaining days and work hours can be arranged with flexibility.

Core Values

• Customer-first thinking, with decisions guided by a clear understanding of customer needs and motivations.
• Progress over perfection, focusing on steady improvement instead of waiting for flawless execution.
• A positive mindset and a work style that keeps the atmosphere upbeat and enjoyable.
• Teamwork without ego, where collective success matters more than individual credit.
• Taking initiative to identify opportunities and help the business move forward.

Role Overview

REP Fitness is hiring an experienced B2B Marketing Manager to lead demand generation for its commercial and retail businesses. The role centers on creating and running campaigns that attract qualified leads and nurture prospects across multiple customer groups and verticals, including gyms, studios, universities, hospitality, local and government facilities, and in-store retail shoppers.

This is a hands-on strategic role with ownership of the full integrated B2B marketing plan for REP’s commercial and retail segments. The work spans both digital and offline channels, with strong focus on paid media, CRM, industry events, and in-store activations. The manager will build segmented go-to-market plans with Sales, Marketing, eCommerce, and Sales Operations to support pipeline growth and full-funnel adoption across multiple industries.

The ideal candidate brings strong B2B marketing strategy combined with practical execution in demand generation, digital marketing, and new technologies. This person will oversee internal reporting on B2B marketing strategy and performance for Sales, manage the paid media agency relationship, administer HubSpot Marketing Enterprise, and own KPI tracking and communication. The goal is to build programs that Sales teams can depend on and to clearly connect marketing investment to measurable business results.

Essential Functions

Other duties may be assigned in addition to the responsibilities listed below.

Pipeline and Lead Generation

• Create and run multi-channel demand generation campaigns aimed at commercial gym owners, facility managers, universities, government accounts, institutional buyers, and retail showroom shoppers, using creative tailored to each audience and focused on driving virtual consultations or showroom visits.
• Work with Sales to build segmented go-to-market plans, define vertical priorities, and align campaigns to demand generation KPIs.
• Help set quarterly lead volume and pipeline targets with Sales leadership, monitor progress, and adjust tactics early when performance falls behind goal.
• Partner with the retail team to develop an annual activation calendar supported by promotions, events, and related initiatives.

Campaign and Digital Marketing

• Own the paid B2B media strategy, including management of the external agency across Meta, Google, and other channels; set direction, brief campaigns aligned with commercial and brand priorities, assess performance against KPIs, and hold the agency accountable.
• Guide SEO strategy and digital lead generation for commercial and retail/showroom audiences, including keyword research, content support, and conversion improvements.
• Use performance data to recommend landing page and form submission optimizations for the eCommerce team.
• Plan and deliver integrated B2B campaigns across paid media, email, events, social media, in-store activations, and partner programs so the channels work together across the buyer journey.

Brand Management and Cross-Functional Collaboration

• Partner with Marketing to design and implement go-to-market plans that grow revenue, strengthen brand awareness, and accelerate category expansion for Commercial.
• Work with the internal GTM team to align Commercial launches with overall business priorities so both categories contribute to company revenue goals.
• Coordinate with Sales, Sales Operations, eCommerce, Marketing, and Product teams to ensure campaigns reflect current brand direction, inventory, launches, promotions, and sales priorities.
• Support marketing for the retail/showroom channel alongside commercial efforts, keeping brand and product messaging consistent across all B2B touchpoints.

CRM Ownership and Marketing Infrastructure

• Own the setup, integration, and ongoing administration of HubSpot Marketing Enterprise, including segmentation, lead scoring, automation, and closed-loop reporting between Marketing and Sales.
• Build and maintain dashboards that track lead volume, campaign results, pipeline contribution, and revenue attribution for Sales and leadership.

Retail and Showroom Ownership

• Lead the marketing strategy that drives awareness and traffic to retail and showroom locations, including in-store activations and awareness efforts such as out-of-home, direct mail, digital, CRM, and partner campaigns.
• Work with the creative team and retail store director to make sure brand campaigns and brand standards are reflected in-store.
• Manage the yearly retail and showroom activation calendar.

Events and Field Marketing

• Support the Sales and Events teams in executing trade shows, regional activations, and showroom events from start to finish, including logistics, booth planning, materials, and lead capture on-site.
• Build HubSpot sequences for pre-event, in-event, and post-event follow-up for each activation.
• Measure and report event ROI after each activation and use the findings to shape future investment decisions.

Reporting and Sales Alignment

• Deliver a weekly report covering campaign performance, pipeline contribution, progress toward goals, and upcoming priorities.
• Complete a documented postmortem after every campaign or event and present the results to the Sales team.

Travel

This role requires up to 10% travel, both domestic and occasional international, mainly for trade shows and field marketing activations.

What You Will Bring

• Strong data analysis skills, including the ability to build dashboards, interpret analytics, and make decisions based on performance trends.
• Solid CRM expertise, with experience designing workflows, automation, lifecycle stages, and reporting structures.
• Working knowledge of digital marketing and SEO, including on-page SEO, paid search, email marketing, and B2B lead generation best practices.
• Proven ability to manage projects and campaigns across multiple verticals and agency relationships while staying on top of deadlines, budgets, and results.
• Clear written and verbal communication skills, with the ability to communicate proactively and professionally with Sales.

Education and Experience

• Bachelor’s degree in Marketing, Business, Communications, or a related field, or equivalent experience.
• At least 5 years of B2B marketing experience with a demonstrated record of generating qualified leads, growing pipeline, and contributing to revenue.
• Hands-on experience building and managing workflows in HubSpot Marketing Enterprise; direct HubSpot experience is strongly preferred.
• Experience managing paid media campaigns for B2B audiences and holding vendors accountable to measurable KPIs.
• Experience working with multiple cross-functional stakeholders to drive in-store demand and awareness through brand, partnerships, social, events, and related channels.
• Proven ability to plan and execute integrated campaigns across several channels.
• Experience working directly with, or embedded within, a Sales team.
• Experience marketing to commercial buyers, institutional accounts, or retail/showroom consumers is an advantage; background in fitness, sports, or equipment is preferred but not required.

Core Competencies

• Action-oriented approach, with the ability to move quickly and act without waiting for perfect conditions.
• Strategic thinking that balances long-term brand building with short-term pipeline goals.
• Cross-functional collaboration and the ability to build strong working relationships across departments.
• Data-driven decision making grounded in evidence rather than assumptions.
• Resourcefulness to deliver results effectively within available resources.
• Proactive communication so stakeholders are never left waiting for updates.
• Strong ownership of outcomes, including KPI setting, progress tracking, early issue detection, and course correction.

Compensation and Benefits

The base salary range for this position is $90,000 to $105,000 per year, plus bonus potential.

Benefits begin on day one and include medical, dental, and vision coverage, with competitive plan options available.

• Health Savings Account with employer contributions.
• Flexible Spending Account options.
• Long-term disability, short-term disability, life insurance, and AD&D fully covered by the company.
• 401(k) and Roth retirement options with up to 4% employer match.
• Employee Assistance Program.

Time Off and Leave

• 4 weeks of PTO accrued during the first year.
• 48 hours of sick leave each year.
• 7 paid company holidays plus 1 floating holiday.
• Paid parental leave after 6 months of employment.
• Paid birthday day off.

Additional Perks

• Bonus structure that rewards individual performance and company-wide results.
• Full access to the employee gym.
• Employee discount on REP equipment and apparel.
• Daily snacks and drinks for onsite employees.
• Fitness-casual dress code.
• Company and team-building events.
• Opportunities for professional growth and development.
• Emphasis on maintaining work-life balance.

Physical Requirements

While performing this job, the employee must frequently remain seated and use their hands for telephone work, typing, computer use, and mouse operation. The role may also involve stooping, kneeling, touching, feeling, reaching, standing, walking, pushing, pulling, and similar physical movements. Reasonable accommodations may be made for individuals with disabilities.