Senior Director of Marketing

Blue Rock Search has partnered with an established and rapidly growing fitness franchise to identify its next Senior Director of Marketing. The Sr. Director will be responsible for brand marketing, franchisee marketing support, and national marketing fund management. Brand Strategy and Positioning Own and evolve the brand's positioning, voice, and visual identity so the brand stays distinct in a crowded market. Develop the annual national marketing plan, aligned with company growth goals, membership targets, and seasonal demand (New Year, summer, back-to-school). Maintain and enforce brand standards across all locations, including signage, digital presence, studio collateral, and franchisee-created content. Conduct competitive and consumer research to identify market trends, member motivations, and whitespace opportunities. Marketing Fund (Brand Fund) Management Manage the national advertising/brand fund budget, making sure spend follows the Franchise Disclosure Document (FDD) and franchise agreement terms. Allocate fund dollars across paid media, creative production, technology, and research to maximize system-wide return. Partner with finance and legal on fund accounting, audits, and compliance. Membership Acquisition and Retention Lead national and regional campaigns that drive intro offers, class bookings, and membership conversions. Oversee paid media strategy across Meta, Google, TikTok, and other channels, including geo-targeted campaigns for individual studios. Build lifecycle and CRM programs (email, SMS, app push) that improve intro-to-member conversion, attendance frequency, and retention. Develop referral, reactivation, and loyalty programs that reduce churn and raise member lifetime value. Franchisee Marketing Support Build and maintain a franchisee marketing toolkit with templates, playbooks, campaign calendars, and a digital asset library. Create local store marketing (LSM) programs and guidance on community partnerships, events, and grassroots tactics. Coach and advise franchise owners and studio managers on local marketing plans, budgets, and results. Set up a support process for franchisee marketing questions, approval requests, and escalations. New Studio Openings and Presales Own the presale marketing playbook for new locations, including founding member campaigns, grand opening events, and pre-opening lead generation. Track presale performance against targets and adjust tactics for underperforming openings. Franchise Development Marketing Partner with the franchise development team on campaigns that generate qualified franchise buyer leads. Oversee franchise recruitment content, including the franchise website, investor materials, trade show presence, and paid lead generation. Digital, Content, and Social Oversee the consumer website, booking funnel, and SEO/local SEO strategy, including Google Business Profile management for all locations. Direct content strategy across social media, blog, video, and influencer and instructor partnerships. Partner with technology teams on the booking platform (Mindbody), app experience, and marketing tech stack. Analytics and Performance Define and track marketing KPIs such as cost per lead, lead-to-intro conversion, intro-to-member conversion, CAC, retention, and same-store sales impact. Oversee dashboards and reports on system-wide and studio-level performance for leadership and franchisees. Use data to identify underperforming studios and deploy targeted marketing interventions. Run A/B tests on offers, creative, and messaging to keep improving results. Team and Partner Leadership Manage marketing team – Social Marketing, CRM, Creative, PR, etc. Manage agencies and vendors for media buying and technology, holding them accountable for performance and budget. Collaborate across operations, training, franchise development, and finance to align marketing with business priorities. Public Relations and Partnerships Oversee PR strategy, media relations, and brand messaging for launches, milestones, and crisis communications. Develop national partnerships and co-marketing opportunities with apparel, wellness, and lifestyle brands. Follow us on LinkedIn: https://www.linkedin.com/company/blue-rock-search/