Director of Marketing Strategy

FYZICAL LLC•Boston, MA

3d•Remote

About The Position

As a key member of the marketing and brand development leadership group, this position will play a pivotal role in empowering our franchise owners to drive patient growth, enhance brand visibility, and support scalable expansion in the high-demand healthcare and wellness sector. This position will develop and execute innovative marketing strategies that align with FYZICAL's mission to deliver personalized, medically based physical therapy, balance programs, fall prevention, and wellness services.

Requirements

Bachelor's degree in Marketing, Business, Communications, or a related field; MBA or advanced degree preferred.
10+ years of progressive marketing strategy experience, ideally in franchising, healthcare services, physical therapy/outpatient rehab, wellness, or multi-unit environments.
Proven track record of developing and executing successful marketing strategies that drive measurable growth (e.g., lead generation, patient volume increases, franchise sales support).
Strong understanding of digital marketing tools and platforms (Google Ads, Meta Ads, SEO, email automation, CRM systems, analytics tools like Google Analytics & AI).
Experience working with franchise networks or decentralized business models, with the ability to balance national brand initiatives with localized execution.
Excellent analytical skills with proficiency in interpreting data to inform strategy and optimize campaigns.
Exceptional communication and presentation skills; comfortable coaching franchise owners and presenting to senior leadership.
Creative mindset with strategic thinking; ability to translate complex healthcare concepts into compelling, patient-focused messaging.
Passion for health, wellness, and empowering independent business owners in a growing industry.

Responsibilities

Lead the development and execution of an integrated marketing and communications strategy that advances system-wide growth — supporting franchise sales, multi-unit expansion, master franchise opportunities, and sustained clinic performance.
Own the creative vision and brand narrative across all channels, ensuring a cohesive, compelling voice that differentiates the brand in physical therapy, balance, and wellness while reinforcing its category leadership.
Serve as the system’s communications leader, overseeing internal and external messaging — from franchisee communications and field updates to public-facing campaigns, thought leadership, PR alignment, and executive messaging.
Create, adapt, and optimize national and localized marketing campaigns, including digital lead-generation programs, content marketing, SEO/SEM, social media frameworks, email marketing templates, and referral strategies tailored to physical therapy and balance-focused services.
Collaborate with franchise owners and regional teams to provide marketing coaching, best-practice guidance, and customized plans that drive new patient referrals, retention, and community engagement.
Oversee and contribute to the FYZICAL Marketing Suite, including tools, resources, and proprietary content that help clinics achieve rapid growth in a competitive healthcare landscape.
Analyze marketing performance metrics across the system (e.g., lead conversion rates, ROI on campaigns, patient volume trends) and provide actionable insights and recommendations to franchisees and internal leadership.
Support franchise development efforts by creating compelling marketing collateral, pitch materials, and success stories that highlight FYZICAL's unique Balance Paradigm™, recession-resistant model, and proven results.
Stay ahead of industry trends in healthcare franchising, physical therapy marketing, digital advertising, and consumer wellness behaviors to recommend innovative tactics and channels.
Partner with cross-functional teams to ensure marketing initiatives align with brand standards, compliance requirements, and overall business objectives.
Safeguard and strengthen brand integrity, leading creative development, messaging architecture, visual identity evolution, and strategic communications to reinforce the organization’s position as the leader in physical therapy and balance-focused care.