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Senior Director – Integrated Marketing
JETSET Pilates®. Own the integrated marketing strategy for the franchise network, translating company goals and brand priorities into objectives for local markets .
Posted 10/16/2026full-timeMiami • Florida • United StatesSenior💰 $135,000 - $145,000 per yearWebsite
Core Competencies
Role fitCore Competencies
Use this summary to align your resume positioning with the role.
Demonstrates expertise in integrated marketing strategy, team leadership, and data-driven decision-making to enhance franchise performance and brand compliance. Proficient in managing multi-location marketing initiatives and collaborating across departments to achieve business objectives.
Highest-signal resume keywords
Integrated Marketing StrategyTeam LeadershipData Analysis and InsightsProject ManagementFranchise Marketing Experience
ATS Keywords
Tailor your resumeApplicant Tracking System Keywords
Tip: use these terms in your resume and cover letter to boost ATS matches.
Hard Skills
Integrated Marketing PlansKPI ManagementROI AnalysisPre-Opening CampaignsDigital MarketingLocal MarketingBrand Compliance StandardsPerformance Data AnalysisMarketing DiagnosticsSales Target Execution
Soft Skills
People LeadershipRelationship BuildingStrategic OperationsData-Led Decision-MakingPlanning Skills
Tools & Technologies
MindbodyClassPassGoogle Business ProfileMetaAsana
Certifications & Qualifications
Bachelor's Degree in MarketingBachelor's Degree in Business
Industry Keywords
Franchise MarketingMulti-Location MarketingBoutique FitnessWellnessHospitality
About the role
Key responsibilities & impact- Own the integrated marketing strategy for the franchise network, translating company goals and brand priorities into objectives for local markets
- Define how the annual network calendar comes to life 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
- Lead creation and end-to-end delivery of quarterly marketing guides
- Build operating plans with roadmaps, timelines, owners, and dependencies
- Own the 16-week pre-opening marketing playbook and presales training program
- 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 for consistent regional support
- Partner with Operations on at-risk studios, including marketing diagnostics and recovery plans
- Oversee activation approvals, turnaround standards, approval criteria, and consistent decisions
- Partner with the VP of Marketing on reporting for local marketing performance and the Integrated Marketing team
- Analyze CRM, digital, advertising spend, and studio feedback data to produce insights and recommendations
- Iterate playbooks based on performance data
- Enforce brand compliance standards and serve as the final escalation point for activation approvals and brand disputes
- Collaborate with Operations, Franchise Development, Product & Talent, Real Estate & Construction, Brand Marketing, and other marketing leaders
- Represent the franchisee voice in HQ marketing planning
Requirements
What you’ll need- Bachelor's degree in Marketing, Business, or related field or equivalent experience
- 8+ years of marketing experience, including 3+ years leading teams of managers
- Experience in franchise, multi-location, or multi-unit marketing (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; comfortable owning KPIs, spend, and ROI
- Excellent planning and project management skills across many markets at once
- Boutique fitness, wellness, or hospitality experience preferred
- Experience partnering with Operations on underperforming locations is a plus
- Familiarity with fitness CRMs and booking platforms (e.g., Mindbody, ClassPass), local digital channels (Google Business Profile, Meta), and Asana or similar project management tools is a plus
- People leadership, strategic operations, systems building, relationship-building, data-led decision-making, and passion for fitness, wellness, and exceptional customer/member experiences
Benefits
Comp & perks- Competitive compensation
- Performance-based incentives
- Growth opportunities
- 75% contribution to comprehensive individual health plan
- Dental, vision, life, and pet insurance options
- Up to 4% match to 401(k) plan
- Flexible fitness & wellness membership
- Paid time off and company holidays
- Culture that values innovation, ownership, and excellence
- Chance to build and lead JETSET's new Integrated Marketing function as the network scales
- Direct collaboration with marketing leadership and the executive team in a high-impact role
- Travel to new markets and studio openings across the U.S. as needed