Director, Brand Marketing — SWTHZ

SweatHouz is a modern wellness and recovery studio brand built around contrast therapy, including infrared sauna and cold plunge, in a calm, premium setting. Our brand is grounded in four pillars: Ritual, Sanctuary, Sensory and Science. Every member visit is designed to help people feel better, recover faster and make wellness part of their routine. With studios in multiple markets and a growing franchise network, SWTHZ is scaling nationally. We're a small, collaborative team where you'll have real ownership and a direct hand in shaping the brand as it grows.

About the role

We’ve defined our brand platform. Now we need someone to make it real and make it famous — through press, creators, partnerships, events and social. You’ll be the steward of the SWTHZ brand and the leader of how it shows up in culture, working hand in hand with our creative team to bring it to life.

In this role, success looks like:

• A clear, consistent SWTHZ story that people recognize and repeat.
• Regular earned coverage in the wellness, lifestyle and business press that matters to our members.
• A creator and influencer program that drives real trial, not just impressions.
• Partnerships and events that put SWTHZ in front of the right communities and bring them into studios.
• An organic social presence that grows a genuine, engaged community.

What you'll do

Brand strategy and stewardship

• Champion the SWTHZ brand platform — positioning, pillars and voice — and make sure every PR, creator, partnership, event and social touchpoint reflects it.
• Own the brand narrative and messaging framework, and keep it current as we launch new products and studios.
• Bring the voice of the customer and the culture into brand decisions, working with Creative, Demand and Retention.

PR and communications

• Lead our PR agency: set the strategy, own the calendar and hold the agency accountable for results.
• Shape the SWTHZ story and key messages for launches, new studio openings, product news and company milestones.
• Prepare and support spokespeople, and manage press opportunities and inbound media.
• Track coverage quality, share of voice and PR’s impact on awareness and traffic.

Influencers and content creators

• Build and run the SWTHZ creator program, from gifted visits to paid partnerships and long-term ambassadors.
• Find and recruit creators across wellness, fitness, recovery and lifestyle, nationally and in each studio market.
• Brief creators, manage contracts and usage rights, and make sure content stays on brand.
• Measure creator performance on reach, engagement, first visits and conversions.

Partnerships and events

• Manage and develop our Partnerships & Events Lead, who runs day-to-day sourcing, negotiation and execution.
• Set the partnerships and events strategy, priorities and budget, and approve the biggest deals and moments.
• Open doors to strategic brand partners in wellness, fitness, health-tech and lifestyle.
• Make sure partnerships, activations and sponsorships drive studio trial and reflect the brand.
• Hold the program to clear goals, and give franchisees a playbook for local partnerships and events.

Organic social

• Own the organic social strategy across Instagram, TikTok and emerging channels.
• Manage and develop our Social Lead, who runs day-to-day content, community management and publishing.
• Set the content pillars, cadence and tone that bring Ritual, Sanctuary, Sensory and Science to life.
• Give franchisee social accounts the guidance and templates to stay consistent.
• Report on audience growth, engagement and social’s contribution to the funnel.

Creative collaboration

• Partner closely with the creative team: write clear briefs, give sharp feedback and make sure the work is on brand.
• Bring brand, PR, creator and social insight into campaign planning with Demand and Retention.
• Own the budget for PR, influencers, partnerships and events, and report on brand health to leadership.

Qualifications

• Experience building a brand in wellness, fitness, hospitality, beauty or premium consumer — ideally multi-location or franchise.
• A track record of leading PR agencies and landing meaningful earned media.
• Hands-on experience building influencer and creator programs that drove measurable results.
• Experience setting strategy for partnerships and events programs and leading the people who run them.
• Organic social leadership, including managing a social manager or lead.
• A coach who sets direction and holds a team accountable without getting pulled into the day to day.
• A strong collaborator with creative teams: you write great briefs and know great work when you see it.
• An excellent writer and storyteller who is comfortable working remotely and independently, with occasional travel.