Senior Director of Integrated Marketing

Own the integrated marketing strategy for the franchise network, translating company goals and brand priorities into clear objectives for local markets

Work with VP of Marketing on defining how the annual network calendar comes to life locally, including tentpole campaigns, monthly initiatives, always-on playbooks, and owner-led local initiatives

Set regional and market-level priorities based on performance data, market maturity, and growth plans

Shape the franchisor–franchisee marketing model, keeping a "pull, not push" posture where owners drive local activity and HQ provides tools, guidance, and support

Lead creation of the quarterly marketing guides in partnership with the marketing leadership team (Brand, Digital, Retail, and Creative)

Own the guide end to end: timeline, inputs from each function, local adaptation, and on-time delivery to the network

Ensure each guide is practical for owners, with clear priorities, what to do and when, approved assets, and how success is measured

Gather field feedback after each quarter and refine the next guide based on what worked

Build the operating plan that turns strategy into action: roadmaps, timelines, owners, and dependencies across the team and partner functions

Own the 16-week pre-opening marketing playbook and presales training program in partnership with the Sales and New Studio Opening team, keeping them current and consistently delivered

Anticipate resource needs and bottlenecks, and escalate trade-offs early

Lead a team of four regional Integrated Marketing Managers

Assign market coverage and balance workload using studio support tiers, not flat studio counts

Build shared tools, templates, and processes so every region delivers the same standard of support

Partner with the Operations team on at-risk studios, leading the marketing diagnostic and recovery plan

Oversee the activation approval process, including turnaround standards, approval criteria, and consistent decisions across regions

Partner with VP of Marketing on reporting rhythm for local marketing performance and the Integrated Marketing team

Identify trends using market-level data (CRM, digital, ad spend, studio feedback) into clear insights and recommendations

Iterate on playbooks as more data and performance becomes available to further localize initiatives and planning

Enforce brand compliance standards for local marketing and network-wide initiatives

Act as the final escalation point for activation approvals and brand standard disputes

Partner with Brand Marketing to keep local execution consistent with the national brand

Partner with the Operations, Franchise Development, Product & Talent, and Real Estate & Construction teams on opening timelines and studio performance

Work with the marketing leadership team on campaign planning, asset needs, and channel strategy

Represent the franchisee's voice in HQ marketing planning

You're a people leader: you develop managers, hold a high bar, and build a team franchisees trust.

You're a strategic operator: you set direction and build the plan to get there, moving easily between the big picture and the details.

You build systems: repeatable processes, playbooks, and tools that scale with a growing network.

You are relationship driven and know how to stay firm while keeping a strong relationship.

You're data-led: you use performance data to set priorities, diagnose problems, and make the case for investment.

You have a passion for fitness, wellness, and delivering exceptional customer and member experiences.

Systems Builder: Creates repeatable processes, playbooks, and tools that scale with the network

People Leader: Develops managers, holds a high bar, and builds a team franchisees trust

Influential Partner: Earns buy-in from franchise owners and HQ peers

Data-Led: Owns KPIs, spend, and ROI; uses data to diagnose problems and prioritize

Owner-Minded: Understands the franchise business model and what drives studio profitability

Bachelor's degree in Marketing, Business, or related field or equivalent experience

8+ years of marketing experience, including 3+ years leading teams of managers

Experience in franchise, multi-location, or multi-unit marketing (local store, field, or integrated marketing)

Track record of building and executing integrated marketing plans across brand, digital, and local channels

Experience with pre-opening, launch, or new market entry campaigns tied to sales targets

Strong analytical skills; comfortable owning KPIs, spend, and ROI

Excellent planning and project management skills across many markets at once

Boutique fitness, wellness, or hospitality experience preferred

Experience partnering with Operations on underperforming locations is a plus

Familiarity with fitness CRMs and booking platforms (e.g., Mindbody, ClassPass), local digital channels (Google Business Profile, Meta), and Asana or similar project management tools is a plus