Senior Director of Integrated Marketing

JETSET Pilates•Miami, FL

1d•$135,000 - $145,000•Hybrid

About The Position

The Senior Director of Integrated Marketing is the strategic driver of JETSET Pilates Franchising’s franchise marketing engine, translating national marketing strategy into local execution across every market. The role leads four regional Integrated Marketing Managers, helping them localize campaigns and support studios according to market, maturity, ownership, and performance. Reporting to the VP of Marketing, this role sets integrated marketing strategy and builds quarterly marketing guides with the marketing leadership team. It ensures playbooks, presales, activations, studio support tiers, and reporting are properly resourced, sequenced, and delivered. The position partners with Operations, Franchise Development, Training, Product & Talent, and Real Estate & Construction on studio opening timelines and performance. This is a hybrid position requiring on-site presence at the Miami, Florida, headquarters at least three days per week, with 15–25% travel for regional team support, studio openings, franchisee meetings, and field training. Travel may increase during peak opening periods and network events. The role offers the opportunity to build and lead JETSET’s Integrated Marketing function as its franchise network grows.

Requirements

Bachelor’s degree in Marketing, Business, or a related field, or equivalent experience.
At least 8 years of marketing experience, including at least 3 years leading teams of managers.
Experience in franchise, multi-location, or multi-unit marketing, such as 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 and comfort owning KPIs, spend, and ROI.
Excellent planning and project-management skills across multiple markets.
Ability to develop managers, build repeatable systems, and maintain strong relationships while holding firm on standards.
Ability to use performance data to set priorities, diagnose problems, and make the case for investment.
Passion for fitness, wellness, and exceptional customer and member experiences.

Nice To Haves

Boutique fitness, wellness, or hospitality experience.
Experience partnering with Operations on underperforming locations.
Familiarity with fitness CRMs and booking platforms such as Mindbody or ClassPass.
Familiarity with local digital channels such as Google Business Profile and Meta.
Familiarity with Asana or similar project-management tools.
Understanding of the franchise business model and factors that drive studio profitability.

Responsibilities

Own the integrated marketing strategy for the franchise network, translating company goals and brand priorities into clear objectives for local markets.
Work with the VP of Marketing to define how the annual network calendar is implemented 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 so owners drive local activity while HQ provides tools, guidance, and support.
Lead creation of quarterly marketing guides with the marketing leadership team, including Brand, Digital, Retail, and Creative.
Own each guide’s timeline, functional inputs, local adaptation, and on-time delivery to the network.
Ensure guides provide owners with practical priorities, schedules, approved assets, and success measures.
Gather field feedback after each quarter and use it to refine subsequent guides.
Build operating plans, roadmaps, timelines, ownership, and dependencies to turn strategy into action across the team and partner functions.
Own the 16-week pre-opening marketing playbook and presales training program 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 four regional Integrated Marketing Managers and assign market coverage and workload using studio support tiers.
Build shared tools, templates, and processes so each region delivers a consistent standard of support.
Partner with Operations on at-risk studios, leading marketing diagnostics and recovery plans.
Oversee activation approvals, including turnaround standards, approval criteria, and consistent decisions across regions.
Partner with the VP of Marketing on reporting cadence for local marketing performance and the Integrated Marketing team.
Analyze market-level CRM, digital, advertising-spend, and studio-feedback data to identify trends and provide insights and recommendations.
Use emerging performance data to refine playbooks and further localize initiatives and planning.
Enforce brand-compliance standards for local marketing and network-wide initiatives.
Serve 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.
Collaborate with Operations, Franchise Development, Product & Talent, and Real Estate & Construction 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.
Develop managers, set a high bar, and build a team trusted by franchisees.
Own KPIs, spend, and ROI, using data to diagnose problems and prioritize investment.