Position Overview:
The Marketing Director will be responsible for developing and executing the local marketing strategy to support our franchise fitness brand. This leadership role involves overseeing marketing initiatives across multiple locations, ensuring brand consistency, increasing local market penetration, and driving new member acquisition and member marketing retention efforts. You'll report directly on pipeline, membership sales, and LTV:CAC.  The ideal candidate will have a deep understanding of both digital and traditional marketing tactics, as well as experience in leading and collaborating across teams within a franchise model or multi-location environment, and media agency management.

Key Responsibilities:

1.       Develop and Implement Marketing Strategy – Acquisition & Member Marketing

o    Create and execute an overarching marketing strategy to grow the brand locally and increase revenue across all locations by driving leads and sales, building deep understanding of the local consumer, market and competitive insights

o    Develop and execute location-specific marketing plans tailored to each club's competitive landscape, demographics, and membership goals.  Focus on building local awareness and performance marketing/lead generation.

o    Own and optimize paid channels through agency partner network with clear targets for cost-per-lead, cost-per-acquisition, and lead-to-member conversion rate.  Experience managing media agencies required.

o    Manage CRM and lead-nurturing workflows to ensure fast follow-up and minimal lead leakage between "inquiry" and "sale."

o    Run grassroots and community-based initiatives (local partnerships, corporate wellness tie-ins, school/sports team sponsorships, pop-up events) designed to directly drive walk-ins and trial sign-ups.

o    Create communication and promotion strategies targeting a variety of hyper-local audiences to drive conversions

o    Align marketing plans with corporate franchise guidelines and objectives, ensuring local adaptation while maintaining brand consistency.

o    Drive strategic marketing initiatives to achieve key performance metrics, such as lead generation, membership acquisition, and retention.

o    Work closely with field sales and operations teams to provide collateral, create events and signage to promote lead generation

o    Keep members updated and engaged about all new offerings/changes and ensure that the clubs have appropriate promotional collateral

 

o    Develop programs to build community and brand loyalty and retention within the membership base

 

2.       Digital Marketing Leadership

o    Oversee digital marketing campaigns for paid and owned media, including social media and email marketing, working with Crunch media agencies on any paid media efforts.

o    Optimize digital channels for maximum engagement and conversion, with a focus on driving both new memberships and member retention.

o    Manage team’s day-to-day social media, email, and online reputation management to help support lead generation goals 

 

3.       Local Marketing & Community Engagement

o    Partner with local teams to develop region-specific marketing plans that resonate with target audiences.

o    Drive community engagement initiatives and grassroots marketing efforts to increase brand presence and awareness in local markets.

o    Coordinate promotional events, and partnerships to attract new members and retain existing ones.

o    Manage current brand partnerships and establish, cultivate and lead new partnerships

o    Evaluate and execute event sponsorships and track the success of each activation

o    Develop internal events to drive traffic to the clubs and provide unique experiences for current members

 

4.       Brand Management & Consistency

5.       Team Leadership & Cross-Functional Collaboration

6.       Performance Tracking & Reporting