Vice President of Marketing - Franchisor

Position Overview

Our client is seeking a Vice President of Marketing to lead the brand, customer acquisition, franchise marketing, digital strategy, and member growth initiatives for a rapidly expanding fitness franchise organization.

Reporting directly to the CEO, the VP of Marketing will be responsible for developing and executing a comprehensive marketing strategy that drives membership growth, increases franchisee profitability, strengthens brand awareness, and supports continued franchise expansion across the United States

The ideal candidate combines strategic leadership with hands-on execution experience and has a proven track record of driving measurable results within a multi-unit consumer-facing business. Experience within fitness, wellness, franchising, membership-based businesses, or high-growth consumer brands is strongly preferred

Responsibilities

Brand Strategy & Leadership

• Lead all national, regional, and local marketing initiatives
• Develop and execute long-term brand strategy
• Ensure brand consistency across all franchise locations
• Drive brand awareness, market positioning, and customer engagement
• Serve as a key member of the executive leadership team

Membership Growth & Customer Acquisition

• Develop strategies to drive new member acquisition and retention
• Optimize lead generation, conversion, and member lifecycle marketing efforts
• Oversee performance marketing across paid search, paid social, display, streaming, and emerging channels
• Manage customer acquisition costs and marketing ROI
• Establish KPI dashboards and performance reporting

Franchise Marketing

• Partner closely with franchisees to improve local marketing effectiveness
• Develop scalable local store marketing programs
• Support grand openings, pre-sales, and new location launches
• Create franchise marketing toolkits and best practices
• Build strong relationships with franchise operators across the system

Digital & Technology

• Oversee website strategy, SEO, CRM, marketing automation, mobile applications, and digital customer experience
• Leverage customer data and analytics to improve campaign performance
• Implement technology solutions that improve marketing effectiveness and member engagement
• Evaluate emerging AI and automation opportunities across the marketing function

Creative & Content

• Oversee creative development, content strategy, social media, public relations, and brand communications
• Ensure all campaigns align with brand standards and business objectives
• Lead agency relationships and external marketing partners
• Develop compelling storytelling that resonates with members, franchisees, and prospective franchise owners

Team Leadership

• Build, mentor, and develop a high-performing marketing organization
• Recruit and retain top marketing talent
• Foster a culture of accountability, innovation, collaboration, and execution
• Establish scalable processes to support continued franchise growth

Qualifications

• 10+ years of progressive marketing leadership e
• xperience5+ years leading multi-unit, franchise, fitness, wellness, retail, restaurant, or membership-based marketing organizations
• Proven success driving customer acquisition and revenue growth
• Deep expertise in digital marketing, CRM, loyalty, performance marketing, and local store marketing
• Strong analytical and financial acumen
• Experience managing marketing budgets exceeding $5 million annually
• Demonstrated success leading high-performing teams
• Exceptional communication and executive presentation skills