Vice President of Brand Franchise Marketing - Club Pilates
Xponential Fitness, LLC, Irvine, CA, United States
Job Title:
Vice President of Brand Marketing - Club Pilates
Department:
Marketing
Salary Range:
$190,000 - $225,000/year
Reports To:
CMO, Xponential Fitness
Work Schedule:
Monday - Thursday in office, Fridays WFH
Who We Are Xponential Fitness, LLC (NYSE: XPOF) is a leading global franchisor of health and wellness brands. Through its mission to make boutique health and wellness experiences accessible to everyone, the Company operates a diversified platform of five brands spanning across verticals including Pilates, barre, stretching, strength‑training, and yoga. In partnership with its franchisees, Xponential brands offer energetic, accessible, and personalized workout experiences led by highly qualified instructors in studio locations across 49 U.S. states, Puerto Rico, and 30 countries globally. Xponential’s portfolio of brands includes Club Pilates, the largest Pilates brand in the United States; StretchLab, a concept offering one‑on‑one and group stretching services; YogaSix, one of the largest franchised yoga brands in the United States; Pure Barre, a total body workout that uses the ballet barre to perform small isometric movements, and one of the largest Barre brand in the United States; and BFT, a functional training and strength‑based program.
Summary The Vice President of Brand Marketing - Club Pilates is a hands‑on, execution‑focused marketing leader responsible for driving lead generation, studio performance, and member growth across a large‑scale franchise system. This role owns the full marketing funnel from brand awareness to local lead generation, class booking, membership conversion, and lifecycle marketing to improve retention and LTV.
This leader has a deep command of studio economics, media performance, and franchise dynamics, and operates comfortably in both strategy and execution. Success in this role depends on strong cross‑functional collaboration and the ability to build trusted, long‑term relationships while serving as a credible, approachable marketing authority that franchisees rely on for guidance, clarity, and results.
Responsibilities Lead Generation & Performance Marketing
Work with Digital Media team and agencies on national and local media strategies with a clear focus on driving high‑quality leads at efficient CPL for franchise studios.
Collaborate with internal cross‑functional teams to develop, execute, and optimize paid media programs (digital, social, search, local media) that directly impact lead volume, class bookings, and membership sales.
Partner closely with franchisees and field teams to ensure marketing drives measurable studio‑level performance.
Continuously test, learn, and optimize creative, targeting, offers, and channels to improve lead quality and conversion rates.
Franchise & Studio Marketing Execution
Lead marketing for a large franchise system, ensuring national programs translate into effective local execution.
Deeply understand studio dynamics, including class capacity, schedules and local market conditions.
Build and maintain strong relationships with franchisees, providing clear guidance, tools, and best practices to drive adoption and execution.
Develop local marketing playbooks and toolkits that support grassroots efforts, community partnerships, and localized activations.
Offers, Conversion & Membership Growth
Develop and refine introductory offers that drive trial, class bookings, and conversion into recurring memberships.
Optimize the full conversion funnel from lead ➔ intro offer ➔ class attendance ➔ membership sign‑up.
Partner with operations, finance and marketing teams to ensure marketing plans and budgets align with studio goals.
Understand and manage the balance between promotional offers and long‑term brand and revenue health.
Lifecycle Marketing & Retention
Ensure lifecycle marketing strategy in place to increase member retention, frequency, and lifetime value.
Develop copy for email, SMS, and in‑app communication that support onboarding, engagement, and retention.
Leverage lifecycle insights to reduce churn and increase member tenure across the franchise system.
Brand Awareness to Drive Growth
Build brand awareness with a clear understanding that awareness must ultimately drive leads and conversions.
Ensure brand messaging and creative support performance marketing objectives without sacrificing brand consistency.
Oversee creative and messaging development with a focus on what performs at the studio level.
Leadership & Execution
Lead and develop a high‑performing, execution‑oriented marketing team.
Collaborate with agencies and vendors with a strong emphasis on accountability, performance, and ROI.
Work cross‑functionally with marketing, finance and operations to ensure marketing drives business results.
Lead the brand marketing fund committee and ensure compliance of the marketing fund.
Competitive Salary ($190,000 - $225,000) depending on experience
Eligible for annual performance bonus based on overall company performance
Comprehensive Medical, Dental and Vision benefits including FSA/HSA plans
Flexible/Unlimited PTO
401k plan with 4% company match
Complimentary corporate memberships to XPLUS and XPASS
Qualifications
Bachelor’s degree in Marketing, Business, or a related field.
12+ years of marketing experience with significant hands‑on ownership of the full marketing funnel with emphasis on performance marketing and lead generation.
Experience working within a large franchise organization, ideally consumer‑facing and service‑based.
Direct experience in a membership‑based business model (fitness, wellness, health, or subscription services strongly preferred).
Demonstrated experience developing and optimizing introductory offers that lead to trial, class bookings, and membership conversion.
Deep understanding of local marketing, grassroots activations, and studio‑level execution.
Strong grasp of lifecycle marketing, retention strategies, and member engagement.
Comfortable operating at both strategic and tactical levels — from funnel design to media performance.
Strong communicator who can influence franchisees, field teams, and internal stakeholders.
Thrives in a fast‑paced, results‑driven environment with clear accountability to performance metrics.
Xponential Fitness LLC provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity, or expression, or any other characteristic protected by federal, state, or local laws.
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Vice President of Brand Marketing - Club Pilates
Department:
Marketing
Salary Range:
$190,000 - $225,000/year
Reports To:
CMO, Xponential Fitness
Work Schedule:
Monday - Thursday in office, Fridays WFH
Who We Are Xponential Fitness, LLC (NYSE: XPOF) is a leading global franchisor of health and wellness brands. Through its mission to make boutique health and wellness experiences accessible to everyone, the Company operates a diversified platform of five brands spanning across verticals including Pilates, barre, stretching, strength‑training, and yoga. In partnership with its franchisees, Xponential brands offer energetic, accessible, and personalized workout experiences led by highly qualified instructors in studio locations across 49 U.S. states, Puerto Rico, and 30 countries globally. Xponential’s portfolio of brands includes Club Pilates, the largest Pilates brand in the United States; StretchLab, a concept offering one‑on‑one and group stretching services; YogaSix, one of the largest franchised yoga brands in the United States; Pure Barre, a total body workout that uses the ballet barre to perform small isometric movements, and one of the largest Barre brand in the United States; and BFT, a functional training and strength‑based program.
Summary The Vice President of Brand Marketing - Club Pilates is a hands‑on, execution‑focused marketing leader responsible for driving lead generation, studio performance, and member growth across a large‑scale franchise system. This role owns the full marketing funnel from brand awareness to local lead generation, class booking, membership conversion, and lifecycle marketing to improve retention and LTV.
This leader has a deep command of studio economics, media performance, and franchise dynamics, and operates comfortably in both strategy and execution. Success in this role depends on strong cross‑functional collaboration and the ability to build trusted, long‑term relationships while serving as a credible, approachable marketing authority that franchisees rely on for guidance, clarity, and results.
Responsibilities Lead Generation & Performance Marketing
Work with Digital Media team and agencies on national and local media strategies with a clear focus on driving high‑quality leads at efficient CPL for franchise studios.
Collaborate with internal cross‑functional teams to develop, execute, and optimize paid media programs (digital, social, search, local media) that directly impact lead volume, class bookings, and membership sales.
Partner closely with franchisees and field teams to ensure marketing drives measurable studio‑level performance.
Continuously test, learn, and optimize creative, targeting, offers, and channels to improve lead quality and conversion rates.
Franchise & Studio Marketing Execution
Lead marketing for a large franchise system, ensuring national programs translate into effective local execution.
Deeply understand studio dynamics, including class capacity, schedules and local market conditions.
Build and maintain strong relationships with franchisees, providing clear guidance, tools, and best practices to drive adoption and execution.
Develop local marketing playbooks and toolkits that support grassroots efforts, community partnerships, and localized activations.
Offers, Conversion & Membership Growth
Develop and refine introductory offers that drive trial, class bookings, and conversion into recurring memberships.
Optimize the full conversion funnel from lead ➔ intro offer ➔ class attendance ➔ membership sign‑up.
Partner with operations, finance and marketing teams to ensure marketing plans and budgets align with studio goals.
Understand and manage the balance between promotional offers and long‑term brand and revenue health.
Lifecycle Marketing & Retention
Ensure lifecycle marketing strategy in place to increase member retention, frequency, and lifetime value.
Develop copy for email, SMS, and in‑app communication that support onboarding, engagement, and retention.
Leverage lifecycle insights to reduce churn and increase member tenure across the franchise system.
Brand Awareness to Drive Growth
Build brand awareness with a clear understanding that awareness must ultimately drive leads and conversions.
Ensure brand messaging and creative support performance marketing objectives without sacrificing brand consistency.
Oversee creative and messaging development with a focus on what performs at the studio level.
Leadership & Execution
Lead and develop a high‑performing, execution‑oriented marketing team.
Collaborate with agencies and vendors with a strong emphasis on accountability, performance, and ROI.
Work cross‑functionally with marketing, finance and operations to ensure marketing drives business results.
Lead the brand marketing fund committee and ensure compliance of the marketing fund.
Competitive Salary ($190,000 - $225,000) depending on experience
Eligible for annual performance bonus based on overall company performance
Comprehensive Medical, Dental and Vision benefits including FSA/HSA plans
Flexible/Unlimited PTO
401k plan with 4% company match
Complimentary corporate memberships to XPLUS and XPASS
Qualifications
Bachelor’s degree in Marketing, Business, or a related field.
12+ years of marketing experience with significant hands‑on ownership of the full marketing funnel with emphasis on performance marketing and lead generation.
Experience working within a large franchise organization, ideally consumer‑facing and service‑based.
Direct experience in a membership‑based business model (fitness, wellness, health, or subscription services strongly preferred).
Demonstrated experience developing and optimizing introductory offers that lead to trial, class bookings, and membership conversion.
Deep understanding of local marketing, grassroots activations, and studio‑level execution.
Strong grasp of lifecycle marketing, retention strategies, and member engagement.
Comfortable operating at both strategic and tactical levels — from funnel design to media performance.
Strong communicator who can influence franchisees, field teams, and internal stakeholders.
Thrives in a fast‑paced, results‑driven environment with clear accountability to performance metrics.
Xponential Fitness LLC provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity, or expression, or any other characteristic protected by federal, state, or local laws.
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