Director of Digital Marketing

About the role

BODYBAR Pilates is a rapidly growing boutique Pilates franchise delivering high-energy, community-focused reformer Pilates experiences. We are seeking a strategic, results-driven Director of Digital Marketing to lead the development, execution, and optimization of BODYBAR's digital marketing ecosystem while overseeing key marketing functions that support brand growth, franchisee success, and system-wide revenue objectives.

Responsibilities

• Digital Marketing Strategy and Performance Leadership
• Own the digital marketing strategy across paid search, paid social, email, SMS, local SEO, AEO, website conversion optimization, and emerging digital channels.
• Develop and execute channel-specific growth strategies that support member acquisition, engagement, brand awareness, new studio openings, and franchise development objectives.
• Partner with the Vice President of Marketing to establish digital performance goals, identify growth opportunities, and provide recommendations regarding media investment allocation across channels.
• Oversee the systemwide social media strategy, establishing channel objectives, content frameworks, platform best practices, and performance expectations while providing strategic oversight of social media execution across all channels.
• Oversee influencer and creator partnership strategy that expands brand visibility and manage high-level partnerships to drive brand visibility and audience growth.
• Oversee the strategic management of Google Business Profiles, Yext, and local search visibility initiatives to strengthen digital presence across all studio locations.
• Evaluate emerging digital platforms, technologies, and channel opportunities to ensure BODYBAR remains competitive in a rapidly evolving digital landscape.
• Digital Channel Optimization & Growth
• Oversee paid media strategy and performance across Google Ads, Meta advertising platforms, and future digital acquisition channels.
• Lead website and digital performance optimization, establishing testing frameworks across landing pages, campaigns, and user journeys to improve conversion, user experience and engagement, and acquisition efficiency.
• Own the strategic direction of national email and SMS marketing initiatives, ensuring alignment with campaign objectives, engagement goals, and overall marketing priorities.
• Oversee digital engagement and loyalty-related marketing initiatives within customer engagement and point of sale platforms, including conversation tracking, customer engagement opportunities, and system integrations.
• Ensure seamless integration and performance across digital marketing platforms, customer data systems, reporting tools, and third-party technologies.
• Performance Visibility and Accountability
• Establish and oversee digital marketing measurement frameworks that define clear objectives, success metrics, attribution models, and performance expectations across all digital channels.
• Own systemwide digital reporting and performance analytics, synthesizing data from internal platforms, agency partners, website analytics, paid media, CRM systems, and marketing technologies into executive-level insights and recommendations for leadership.
• Monitor and analyze website, search, social, email, SMS, and paid media performance to identify trends, opportunities, and areas for improvement.
• Develop forecasting models, performance projections, and channel recommendations to support strategic planning and business decision-making.
• Lead recurring performance reviews with internal stakeholders, agency partners, and franchisees (as necessary) to drive accountability, optimization, and continuous improvement.
• Team Leadership and Cross-Functional Alignment
• Foster an energetic and positive culture of accountability, continuous improvement, and data-driven decision-making within assigned marketing functions.
• Oversee the Marketing Manager to align digital distribution strategies with campaign messaging, creative direction, and brand objectives.
• Collaborate with Operations, Learning and Development, Franchise Development, and Retail/Procurement partners to ensure digital marketing initiatives support broader organizational goals.
• Serve as the primary internal resource for digital marketing performance insights, strategic recommendations, channel expertise, and performance analysis that inform broader marketing and business decisions.
• Vendor and Agency Coordination
• Manage relationships with digital marketing agencies and external partners, including onboarding, offboarding, performance evaluation, and ongoing collaboration.
• Partner with agency teams to establish objectives, performance benchmarks, optimization priorities, and reporting expectations.
• Hold agency partners accountable for performance outcomes, quality standards, reporting accuracy, and continuous optimization efforts.

Qualifications & Experience

• Bachelor’s degree in Marketing, Communications, Business, Analytics, or a related field; Master’s degree preferred.
• 7+ years of experience in digital marketing, performance marketing, demand generation, or growth marketing leadership within a multi-location or franchise environment.
• Experience supporting marketing initiatives for franchise or multi-location consumer brands strongly preferred.
• Demonstrated success managing paid media, digital acquisition channels, marketing analytics, and performance optimization initiatives.
• Proven experience developing digital marketing strategies that drive measurable business growth and customer acquisition.
• Experience managing agency relationships and holding external partners accountable for performance outcomes.
• Strong understanding of website analytics, attribution modeling, conversion optimization, CRM marketing, and marketing technology ecosystems.
• Proficiency with Google Analytics, Google Ads, Meta Business Suite, Point-of-Sale and CRM platforms, AI and business intelligence tools required.
• Demonstrated ability to translate complex performance data into actionable business recommendations.
• Prior people management required.

CORE LEADERSHIP COMPETENCIES

• Analytically rigorous and strategically minded, with a strong grasp of digital marketing performance drivers, attribution modeling, and conversion optimization — and the ability to translate data into action.
• Ability to balance long-term strategic initiatives with day-to-day performance management and optimization.
• Confident decision-maker who can evaluate opportunities and recommend data-driven solutions.
• Collaborative leader who supports team development and performance.
• Comfortable navigating change and maintaining consistent brand voice across platforms and formats.
• Passion for health, fitness, and boutique wellness brands; familiarity with Pilates is a plus.

Work Environment

• Hybrid work structure, requiring in-office days at BODYBAR headquarters in Fort Worth, TX.
• Flexible work from home options available.

Compensation

$120,500.00 - $129,500.00 per year