Director of Brand Marketing - Club Pilates
About The Position
The Director of Brand Marketing will serve as a key leader in developing and executing brand marketing strategy across franchise-owned studios. This is a highly visible, hands-on leadership role that blends strategic planning with day-to-day execution to drive brand awareness, lead generation, and revenue growth. This role partners closely with the Xponential Fitness Marketing Center of Excellence (COE), brand leadership, cross-functional teams, and external agencies to deliver fully integrated, data-driven marketing campaigns across national, regional, and local markets. The Director of Brand Marketing ensures brand consistency, campaign excellence, and measurable business impact across all channels
Requirements
- Bachelor's degree in Marketing, Business, or related field
- 5-10+ years in brand/franchise marketing with proven revenue impact.
- Strong understanding of local store marketing, demand generation, and full-funnel member journeys (lead → intro offer → member → retention/reactivation).
- Experience coaching non-marketers (owners/GMs/front-desk) to execute playbooks and follow lead management processes.
- Comfortable with marketing and sales technology (CRM, marketing automation, paid media platforms, reporting dashboards).
- Data-driven mindset with the ability to translate performance metrics into clear, actionable recommendations.
- Excellent communication and presentation skills; able to influence and build trust with franchisees, cross-functional partners, and key stakeholder
Responsibilities
- Partner with the Brand President and brand marketing team to refine and execute the overall brand marketing strategy.
- Collaborate closely with the centralized Marketing COE to develop fully integrated, multi-channel marketing campaigns across lead generation, branding, and retention initiatives.
- Lead the development and execution of high-quality marketing campaigns across national, regional, and local markets.
- Oversee and guide studio marketing programs, including advertising, promotions, PR, events, sponsorships, in-studio collateral, and customer-facing experiences.
- Drive marketing initiatives that generate leads, sales, and revenue through strong brand positioning, differentiated offerings, community engagement, and in-studio activations.
- Leverage marketing automation platforms and support franchisee marketing operations through scalable tools, systems, and best practices.
- Monitor, measure, and analyze campaign performance and ROI; translate insights into continuous improvement and optimization.
- Enhance internal marketing processes, systems, training, and communications to ensure alignment across brand leadership, internal teams, and local studio operators.
- Partner with studio owners and managers to develop and support hyper-local marketing strategies that drive awareness, traffic, and consistent brand messaging.
- Provide strategic input into community marketing and social media efforts to increase brand engagement and reach.
- Deliver brand and marketing training to franchisees and studio teams, ensuring brand consistency and integrity across all locations.
- Collaborate with external PR agencies and partners to develop and execute proactive public relations strategies.
- Oversee the strategy and execution of partnership marketing materials and new business presentations, ensuring processes are efficient, scalable, and on-brand.
Benefits
- Comprehensive Medical, Dental and Vision benefits
- Opportunities for additional bonuses
- Cell Phone Allowance
- 401k plan with 4% company match
- Complimentary corporate memberships to XPLUS and XPASS
- Discounts up to 30% on retail brand merchandise
- On Campus Amenities: Reborn Coffee Shop, Hangar 24, Mini Putting Green, Basketball Court, Bird Sanctuary, Car Washing Services (M/W), Dry Cleaning Services
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What This Job Offers
Job Type
Full-time
Career Level
Director
Number of Employees
101-250 employees
