Marketing Manager - Fitness Franchise

Fitt Talent Partners is a specialized recruitment firm working with top health, fitness, and wellness companies. 

We’re filling this role for a client – A fast-growing, first of it’s kind, pilates fitness franchise.

Job Description

The Marketing Manager is responsible for developing and executing a comprehensive marketing strategy that supports business-to-consumer (B2C) campaigns for franchisees and business-to-business (B2B) initiatives for corporate growth. This role is critical in driving brand awareness, customer acquisition, and franchisee success while managing the overall marketing budget and media spend.

Responsibilities

• B2C Campaign Management

  • Design, implement, and manage consumer-facing campaigns for lead generation, win-back, retention and conversion strategies

  • Work closely with franchisees to ensure alignment of local marketing efforts with national campaigns.

  • Lead digital marketing efforts, including SEO, SEM, social media, email marketing, and online advertising.

  • Oversee the creation of marketing materials, ensuring brand consistency across all channels.

  • Analyze and report on campaign performance, identifying areas for optimization and improvement.

• Franchisee Support and Training 

  • Develop and deliver comprehensive marketing training for new franchisees, ensuring they understand brand guidelines and best practices for local marketing execution.

  • Create educational resources, toolkits, and guides to help new franchisees launch successful marketing campaigns.

  • Support new franchisees during their onboarding phase by providing hands-on guidance with their initial marketing efforts, including digital campaigns, social media, and local advertising.

• Ambassador Program Management

  • Develop and oversee the brand’s ambassador program, ensuring alignment with overall marketing objectives and brand positioning.

  • Identify, recruit, and manage ambassadors who represent the brand and support marketing initiatives.

  • Create and implement ambassador-specific campaigns, ensuring they amplify brand awareness and drive consumer engagement.

• Event Planning and Execution

  • Plan and manage events including conferences, brand activations, and trade shows to elevate the brand and engage with key stakeholders.

  • Coordinate and execute brand activations at relevant industry events, fitness expos, and community gatherings to increase visibility and consumer engagement.

  • Work closely with internal teams and external vendors to ensure events align with marketing goals, are well-branded, and deliver a seamless experience for attendees.

• B2B Strategy and Execution

  • Develop the overall B2B marketing strategy to attract potential franchisees, partners, and other key stakeholders.

  • Manage lead generation efforts for franchisee recruitment through targeted advertising, partnerships, and events.

  • Oversee the production of B2B content, including brochures, presentations, and case studies, that effectively communicates the value proposition of the franchise model.

  • Coordinate trade shows, franchise recruitment events, and industry networking opportunities to build corporate visibility.

• Budget and Media Spend

  • Plan and manage the overall marketing budget, ensuring efficient allocation of resources across B2C and B2B initiatives.

  • Monitor and control media spend across various channels, optimizing for return on investment (ROI) and cost efficiency.

  • Regularly review financial performance against marketing KPIs and make adjustments as necessary to meet corporate goals.

• Pre-sale Strategy and Management

  • Lead the marketing strategy for new studio pre-sale periods, ensuring optimal  membership acquisition prior to opening day.

  • Monitor pre-sale KPIs closely and adjust marketing strategies as necessary to ensure targets are met.

  • Provide hands-on support to franchisees during the pre-sale stage, stepping in with strategic adjustments and action plans when key performance indicators (KPIs) are not being achieved.

  • Implement and oversee targeted campaigns, digital advertising, and in-community engagement to build excitement and drive leads ahead of studio launches.

• Collaboration and Communication

  • Work closely with cross-functional teams, including sales, operations, and movement, to ensure marketing efforts support broader business objectives.

  • Serve as the main point of contact for franchisees, providing guidance and support on local marketing strategies and initiatives.

  • Maintain relationships with external vendors, creative agencies, and media partners to execute marketing campaigns effectively.

• Performance Tracking and Reporting

  • Set clear marketing objectives and key performance indicators (KPIs) to track the success of all campaigns.

  • Utilize data analytics and reporting tools to monitor campaign performance, providing regular updates and actionable insights to senior management.

  • Continuously evaluate the effectiveness of marketing strategies and recommend improvements based on data-driven results.

Requirements

• Strong leadership and project management skills.

• Ability to work collaboratively with both internal teams and external partners.

• Proficiency in digital marketing tools and platforms, including Google Analytics, Meta Ads, and email marketing software.

• Analytical mindset with experience in performance tracking and ROI optimization.

• Excellent communication and interpersonal skills, capable of influencing stakeholders at all levels.

• Strong creative vision, with the ability to translate brand objectives into compelling marketing campaigns.

• Management and coordination of key marketing-based suppliers including digital agencies, graphic design and creative agencies alike.