Local Marketing Manager - Waxing the City

The Local Marketing Manager for Waxing the City owns local marketing performance across our franchise network. This is a proactive, franchisee-facing role. You’ll spend the majority of your time coaching studio owners on their paid and organic marketing, diagnosing what’s driving or holding back client acquisition and retention, and putting the right levers to work to grow new client bookings + studio revenue.

Purpose/Impact (Duties & Essential Functions):

Proactive Franchisee Performance Management

• Spend roughly 20-25 hours per week in 1:1 performance conversations with franchisees, coaching on paid media, Google Business Profile, local SEO/AEO, and reviews.
• Maintain a studio performance tiering model that flags underperformers early and defines the level of support each tier receives.
• Diagnose root causes across paid media, local search, reviews, and in-studio conversion, and build action plans with clear owners, timelines, and targets.
• Partner with shared services paid media specialists, analytics, and operations/field teams on targeted interventions, and measure lift.
• Identify what top-performing studios do differently and turn it into repeatable playbooks.

Digital Marketing & Local Media

• Serve as a subject matter expert on local digital marketing, including paid search, paid social, Google Business Profile, local SEO/AEO, and reviews and reputation management.
• Translate national programs into local execution with the digital marketing team, and feed field insights back into channel strategy.
• Stay current on platform changes, AI tools, and emerging tactics, and pilot new approaches before scaling system-wide.

New Studio Opening Support

• Partner with new franchisees during pre-opening to build a local launch plan covering paid media, Google Business Profile setup, grassroots outreach, and community partnerships.
• Coach owners through their first 90 days, tracking performance against launch benchmarks and adjusting quickly when results lag.
• Keep the launch playbook current based on results from recent openings.

Franchisee Enablement & Support

• Train franchisees on marketing tools and platforms through webinars and workshops.
• Manage marketing support tickets to timely resolution, and turn recurring issues into scalable, system-wide solutions.
• Align with operations and support teams on marketing KPIs and field needs.

Strengths:

• Analytical problem solver who starts with the data, finds the root cause, and turns it into a practical plan.
• Strong communicator and coach who can influence business owners without direct authority, including through tough performance conversations.
• Strategic thinker who’s also a hands-on executor.
• Highly organized and able to manage a large portfolio of studios at once.
• Energized by entrepreneurship and helping small business owners win.

Background:

• Bachelor’s degree in marketing, communications, or related field.
• 5+ years of experience in digital, performance, or local marketing, including at least 2 years in a franchise or multi-unit environment.
• Working knowledge of paid search and paid social strong enough to evaluate performance, explain strategy to business owners, and partner with media specialists.
• Strong working knowledge of local SEO, Google Business Profile, and review management.
• Track record of improving location-level business results, with metrics to show for it.
• Familiarity with Google Ads, Meta Ads Manager, Google Analytics, and Google Business Profile. Google Ads and/or Meta Blueprint certification a plus.
• Ability to travel as needed (up to 8-10x a year) for team meetings, regional conferences, and franchisee site visits.

Salary Range: $87k - $97k

What’s in it for you?

We offer a competitive salary along with exceptional benefits such as:

• Medical, Dental and Vision Coverage
• Hybrid Work Environment
• Life and Disability Insurance
• Unlimited Time off + Paid Holidays
• Flexible Friday's between Memorial Day and Labor Day
• 401(K) Savings Plan Matching at 4%
• 10 Coaching and Therapy sessions
• Mental Health Benefits
• Brand Discounts & Reimbursements
• In-house workout facilities
• Professional Development Opportunities
• Team Building, Employee Engagement Activities & so much more

WORK SCHEDULE
Purpose Brands LLC, currently observe the following hybrid work model for employees at our Boca Raton (FL), Woodbury (MN), and Seattle (WA) offices:

• Remote optional: Fridays
• On-site days: Mondays, Tuesdays, Wednesdays and Thursdays

DIVERSITY, EQUITY, AND INCLUSION STATEMENT
Purpose Brands is committed to encouraging, facilitating, and upholding an environment centered on diversity, equity, and inclusion across every facet of the Purpose Brands. We will work to create a sustainable culture that supports a healthy space for learning and growing, valuing, and empowering every employee, inspiring a diverse franchise network, and uplifting the members and communities we serve.

EEO STATEMENT
Purpose Brands provides equal employment opportunity to all individuals regardless of their race, color, creed, religion, gender, age, sexual orientation, national origin, disability, veteran status, or any other characteristic protected by state, federal, or local law. Discrimination of any type will not be tolerated.

About Us

Purpose Brands, LLC is here to make personal health and wellness accessible for people worldwide.

The company holds the world’s largest

and most trusted portfolio of fitness,

health and wellness franchise brands

and services: Anytime Fitness, Orangetheory Fitness, Waxing the City, The Bar Method, Healthy Contributions

and Provision Security. Together, these brands generate USD$3.7 billion in revenue, operating across 50 countries on all seven continents with a combined 6 million members.

With a world-class franchise operating

model and suite of services that

help its portfolio brands accelerate

growth and deliver exceptional member

experiences, Purpose Brands is best

positioned for rapid expansion and to

capture a strong market share in the

global wellness industry.

Purpose

Enhance the health, prosperity, and overall well-being of franchisees, consumers, and employees through purpose-driven products and experiences.

Vision

Empowering individuals and communities to live healthier, more vibrant lives.

Values

People. Purpose. Performance. Play.