Senior Director of Integrated Marketing

JETSET Pilates • Miami, FL

6d • Hybrid

About The Position

JETSET Pilates Franchising is hiring a Senior Director of Integrated Marketing to lead the strategy and execution of its franchise marketing engine. Reporting to the VP of Marketing, this role translates national marketing strategy into locally relevant activity across the franchise network, while accounting for each studio’s market, maturity, ownership, and performance. The role leads four regional Integrated Marketing Managers and works closely with franchisees and teams across the business to support studio performance and growth.

The Senior Director sets integrated marketing priorities, leads development of quarterly marketing guides with the marketing leadership team, and ensures playbooks, presales, activations, studio support tiers, and reporting are resourced and delivered. The role also owns the 16-week pre-opening marketing playbook and presales training program in partnership with Sales and New Studio Opening. It is accountable for brand standards, local marketing performance, marketing ROI, and consistent support across regions.

This is a hybrid role requiring on-site presence at the Miami, Florida headquarters at least three days per week and 15–25% travel for regional team support, studio openings, franchisee meetings, and field training. Travel may increase during peak opening periods and network events.

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 scalable systems and processes, and earn trust from franchisees and headquarters peers.
• Ability to use performance data to set priorities, diagnose problems, and support investment decisions.
• At least three days per week of on-site presence at the Miami, Florida headquarters.
• Availability for 15–25% travel, with potentially higher travel during peak opening periods and network events.

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.
• Passion for fitness, wellness, and exceptional customer and member experiences.

Responsibilities

• Own integrated marketing strategy for the franchise network, translating company goals and brand priorities into 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, with owners driving local activity and headquarters providing tools, guidance, and support.
• Lead creation of quarterly marketing guides with the Brand, Digital, Retail, and Creative functions; manage their timelines, inputs, local adaptation, and delivery.
• Ensure marketing guides provide practical priorities, timing, approved assets, and measures of success; gather field feedback and improve future guides.
• Build operating plans that translate strategy into action, including roadmaps, timelines, owners, and dependencies.
• Own the 16-week pre-opening marketing playbook and presales training program in partnership with Sales and New Studio Opening, keeping them current and consistently delivered.
• Anticipate resource needs and bottlenecks and escalate trade-offs early.
• Lead a team of four regional Integrated Marketing Managers; assign market coverage and balance workload using studio support tiers.
• Build shared tools, templates, and processes so every region delivers a consistent standard of support.
• Partner with Operations on at-risk studios, leading marketing diagnostics and recovery plans.
• Oversee the activation approval process, including turnaround standards, approval criteria, and consistent regional decisions.
• Partner with the VP of Marketing on reporting rhythms for local marketing performance and the Integrated Marketing team.
• Analyze market-level CRM, digital, advertising-spend, and studio-feedback data to develop insights and recommendations.
• Use performance data to refine playbooks and 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 ensure local execution is consistent with the national brand.
• Collaborate with Operations, Franchise Development, Product & Talent, and Real Estate & Construction on opening timelines and studio performance.
• Work with marketing leadership on campaign planning, asset needs, and channel strategy.
• Represent the franchisee’s voice in headquarters marketing planning.
• Travel to support regional teams, studio openings, franchisee meetings, and field training.

Benefits

• Competitive compensation and performance-based incentives.
• 75% contribution to a comprehensive individual health plan.
• Dental, vision, life, and pet insurance options.
• Up to 4% match to a 401(k) plan.
• Flexible fitness and wellness membership.
• Paid time off and company holidays.
• Growth opportunities.
• Opportunity to build and lead JETSET’s new Integrated Marketing function as the network scales.
• Direct collaboration with marketing leadership and the executive team.
• Travel to new markets and studio openings across the U.S. as needed.

What This Job Offers

• Job Type: Full-time
• Career Level: Senior