Vice President of Marketing - Franchisor

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

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

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 experience

5+ 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

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