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Senior Director of Integrated Marketing

JETSET Pilates· JETSET Pilates HQ – Marketing
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Hybrid (Miami, FL)$135k - $145kFull-timePosted 5d ago

About the role

Senior leadership role driving the franchise marketing engine, translating national strategy into local execution across markets, leading regional Integrated Marketing Managers, and ensuring brand standards, ROI, and studio-level performance.

Responsibilities

  • Own the integrated marketing strategy for the franchise network, translating company goals and brand priorities into clear objectives for local markets
  • Work with VP of Marketing on defining 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, keeping a "pull, not push" posture where owners drive local activity and HQ provides tools, guidance, and support
  • Lead creation of the quarterly marketing guides in partnership with the marketing leadership team (Brand, Digital, Retail, and Creative)
  • Own the guide end to end: timeline, inputs from each function, local adaptation, and on-time delivery to the network
  • Ensure each guide is practical for owners, with clear priorities, what to do and when, approved assets, and how success is measured
  • Gather field feedback after each quarter and refine the next guide based on what worked
  • Build the operating plan that turns strategy into action: roadmaps, timelines, owners, and dependencies across the team and partner functions
  • Own the 16-week pre-opening marketing playbook and presales training program in partnership with the Sales and New Studio Opening team, keeping them current and consistently delivered
  • Anticipate resource needs and bottlenecks, and escalate trade-offs early
  • Lead a team of four regional Integrated Marketing Managers
  • Assign market coverage and balance workload using studio support tiers, not flat studio counts
  • Build shared tools, templates, and processes so every region delivers the same standard of support
  • Partner with the Operations team on at-risk studios, leading the marketing diagnostic and recovery plan
  • Oversee the activation approval process, including turnaround standards, approval criteria, and consistent decisions across regions
  • Partner with VP of Marketing on reporting rhythm for local marketing performance and the Integrated Marketing team
  • Identify trends using market-level data (CRM, digital, ad spend, studio feedback) into clear insights and recommendations
  • Iterate on playbooks as more data and performance becomes available to further localize initiatives and planning
  • Enforce brand compliance standards for local marketing and network-wide initiatives
  • Act as the final escalation point for activation approvals and brand standard disputes
  • Partner with Brand Marketing to keep local execution consistent with the national brand
  • Partner with the Operations, Franchise Development, Product & Talent, and Real Estate & Construction teams on opening timelines and studio performance
  • Work with the marketing leadership team on campaign planning, asset needs, and channel strategy
  • Represent the franchisee's voice in HQ marketing planning

Qualifications

  • 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

Skills

Required:Strategic Marketing LeadershipTeam LeadershipData-Driven Decision MakingBudgeting & ROI Analysis

Benefits

  • Competitive compensation, performance-based incentives, and growth opportunities
  • Salary range: $135,000 to $145,000
  • 75% contribution to comprehensive individual health plan; plus 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
  • A culture that values innovation, ownership, and excellence
  • The 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
Last updated Oct 21, 2026. Interested? Apply on the company site.

About JETSET Pilates

The Modern, Elevated Reformer Experience

JETSET Pilates is a 50-minute, low-impact reformer workout that blends strength, control, and flow. Rooted in precision and designed to transform how you move, JETSET delivers an elevated Pilates experience.

PilatesReformer WorkoutLow ImpactFull Body
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