Senior Manager - Franchise Marketing
About The Position
Crunch Fitness is seeking a Senior Manager, Franchise Marketing to advance local marketing strategy and execution for its franchise business. The role supports franchisees, improves marketing processes and performance, and oversees creative automation platforms so that brand assets are easy to find and customize for local gym needs. The position is hybrid and based in New York City or Dallas, with in-office work required three days per week. The Senior Manager leads regional marketing strategy and execution, supports omnichannel marketing plans, and serves as the primary marketing liaison for regional operations and franchisees. The role provides guidance across paid, owned, and earned channels; applies national creative and media strategies and toolkits to local plans; and collaborates with agency and media partners. It also develops and evolves a digital platform roadmap using utilization data and user feedback, translates brand strategy into scalable creative templates and assets, and manages custom local brand asset development. The position guides integrated marketing initiatives and campaigns, mentors one Franchise Marketing Associate, and delivers ongoing training to franchisees and corporate staff. It analyzes marketing KPIs, shares actionable insights, connects performance to business outcomes, and brings field insights into national creative, testing strategies, and playbooks.
Requirements
- Bachelor’s degree in Marketing, Business, Communications, or a related field.
- At least 5 years of experience in marketing, digital marketing, advertising, media, and/or account management.
- Strong organizational, troubleshooting, and problem-solving abilities.
- Critical and creative thinking, with a solution-oriented and positive mindset.
- Ability to work in a fast-paced environment and manage multiple projects and deadlines simultaneously.
- Confident presentation and interpersonal skills, with the ability to collaborate across teams.
- Excellent written, visual, and verbal communication skills.
- Foundational knowledge of creative and media strategy and translating strategy into effective execution.
- Experience with Word, Excel, and PowerPoint.
- Proficiency in marketing analytics and campaign performance reporting.
- Ability to work in the headquarters office in New York City or Dallas, Texas, three days per week.
Nice To Haves
- Experience in a multi-unit business or franchise model.
- Creative agency and/or media agency experience.
- Experience overseeing a digital platform and/or creative asset customization.
Responsibilities
- Lead regional local marketing strategy and execution to strengthen brand recognition, consistency, production, and performance.
- Support and optimize omnichannel marketing plans to drive leads, sales, and retention, advising on creative, media mix, promotions, investment levels, KPI targets, and best practices.
- Serve as the primary marketing liaison for regional operations and franchisees, providing strategic guidance across paid, owned, and earned channels.
- Apply national creative and media strategy, creative toolkits, and best practices to local franchisee marketing plans, including use of centralized agency partners.
- Set and evolve the digital platform roadmap using utilization data and user feedback to prioritize enhancements that improve adoption, asset usage, brand standards, and user experience.
- Translate brand strategy into scalable, on-brand creative templates and assets for franchisee use.
- Manage the creation of custom local brand assets and collaborate with local media and vendor partners to implement best practices.
- Guide strategic initiatives and align them with national creative and media strategy and agency partners; collaborate with stakeholders on integrated campaigns, toolkits, and data sharing.
- Manage and mentor one Franchise Marketing Associate, supporting regional execution, creative automation platform operations, and team needs.
- Deliver ongoing training to franchisees and corporate staff through webinars, tools, and best-practice sessions.
- Analyze marketing KPIs and provide actionable insights to improve results and identify opportunities.
- Connect marketing performance to business outcomes and develop solutions that add value to the franchise network through focused testing.
- Share franchisee field insights to refine national creative, test strategies, and improve playbooks.
Benefits
- Flexible paid time off.
- 401(k) plan with discretionary matching opportunities.
- Medical, dental, and vision benefits.
- Health savings and flexible spending accounts.
- Basic life and AD&D insurance.
- Short-term and long-term disability coverage.
- Employee Assistance Plan with confidential counseling and support services.
- Education assistance program.
- Free Crunch Gym membership across clubs nationwide.
- Milestone Anniversary Recognition program.
- Flexible work hours, subject to office and job-function availability.
- Educational expense reimbursement.
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What This Job Offers
Job Type
Full-time
Career Level
Senior
