Director of Marketing Performance

HOTWORX is a 24-hour infrared fitness studio offering the first-ever combination of 3-dimensional training: heat, infrared energy, and exercise. Our studios provide 24-hour access to virtually instructed workouts—including HOT Yoga, Hot Cycle, Hot Buns, and Hot Barre None—performed in patented HOTWORX saunas for a semi-private, efficient fitness experience suitable for all levels.

About the role

Execute and optimize performance marketing strategies to drive qualified lead generation, membership growth, member retention, and systemwide performance for HOTWORX. This role collaborates closely with the Vice President of Franchise Performance Marketing to manage marketing agency performance, analyze lead generation across channels, execute email and SMS marketing, provide performance insights, develop retention solutions, and identify data-driven opportunities for continuous improvement.

Responsibilities

• Collaborate with the Vice President of Franchise Performance Marketing to execute and optimize lead generation strategies across paid media, email, SMS, grassroots marketing, and other channels.
• Manage and hold accountable the daily performance of assigned paid media agencies and marketing vendors, ensuring alignment with performance goals, budgets, deliverables, timelines, and expectations.
• Monitor paid media performance across Meta, Google, and other advertising channels to maximize qualified lead generation, improve cost efficiency, and support membership sales.
• Monitor lead generation performance across studios, agencies, campaigns, channels, creative, and lead sources to identify trends, gaps, and optimization opportunities.
• Analyze key performance indicators including lead volume, cost per lead, advertising spend, lead quality, conversion performance, campaign pacing, and other benchmarks.
• Identify underperforming studios, campaigns, markets, agencies, creative, and lead sources; develop and execute optimization plans with leadership and partners.
• Manage and measure advertising budgets and campaign pacing to support optimal budget allocation and achievement of lead generation and membership sales objectives.
• Collaborate with the Vice President of Franchise Performance Marketing and Creative Director to support creative strategy using performance data, testing results, and market insights.
• Review performance marketing creative and campaign materials for alignment with strategy, promotional offers, lead generation objectives, brand requirements, and specifications.
• Perform quality assurance across paid media, email, SMS, landing pages, links, calls to action, offers, dates, disclaimers, and other campaign elements to identify errors prior to launch.
• Provide performance-driven creative feedback based on campaign results, audience response, and testing insights; partner with the Creative Director on recommendations.
• Support the development, execution, measurement, and optimization of grassroots and local lead generation strategies.
• Support the execution and performance optimization of the Monthly Marketing Program across paid media, email, SMS, grassroots, and other channels.
• Oversee and execute the email and SMS marketing program, ensuring campaigns are accurate, timely, optimized for engagement and conversion, and compliant with standards.
• Manage email and SMS campaign planning, audience segmentation, testing, scheduling, quality assurance, deployment, reporting, and optimization.
• Monitor email and SMS performance, including delivery, engagement, click-through, opt-out, lead generation, and conversion metrics; identify improvement opportunities.
• Develop, execute, and optimize member retention marketing tools and campaigns to support engagement, reduce attrition, and increase member lifetime value.
• Manage and measure email, SMS, and other member lifecycle marketing initiatives to improve engagement, retention, re-engagement, and membership performance.
• Analyze member engagement and retention marketing performance to identify trends, opportunities, and scalable strategies for the franchise system.
• Collaborate cross-functionally to develop and enhance franchisee-facing retention tools, resources, campaigns, and marketing solutions.
• Partner with the Vice President of Franchise Performance Marketing to develop, test, and optimize new lead generation and retention strategies, campaigns, offers, and channels.
• Develop and maintain performance dashboards, scorecards, and recurring reporting for lead generation, marketing, and retention performance.
• Report performance metrics and actionable insights across marketing channels to the Vice President of Franchise Performance Marketing on a recurring basis.
• Translate marketing and lead generation data into clear recommendations and actionable next steps to improve performance.
• Monitor lead attribution, tracking, and reporting accuracy across marketing channels; resolve data discrepancies with internal teams and agency partners.
• Create and maintain training, resources, and best practices for franchisees and staff to support lead generation, member retention, and local marketing execution.
• Support the annual HOTWORX Virtual Instructor Competition, Convention, After Work initiatives, photoshoots, events, and other major brand and marketing initiatives.
• Collaborate cross-functionally with Marketing, Creative, Operations, IT, franchise support teams, and external agency partners to ensure timely and accurate execution of initiatives.
• Manage the day-to-day performance and accountability of the approved SEO agency partner, ensuring alignment with goals, deliverables, timelines, and reporting requirements.
• Monitor and analyze SEO and organic search performance, including search visibility, organic traffic, website engagement, lead generation, and conversion performance.
• Review SEO agency reporting and recommendations; work with leadership and website partners to execute agreed-upon optimizations and deliverables.
• Analyze SEO performance alongside paid media and other lead generation channels to provide visibility into total lead generation and channel contribution.
• Monitor website and landing page analytics to identify traffic, engagement, conversion, and lead generation trends impacting marketing performance.
• Continuously identify opportunities to improve campaign performance, agency accountability, lead generation, member retention, reporting processes, and workflow efficiency.
• Work with the Vice President of Franchise Performance Marketing to develop and enhance programs that strengthen studio performance, increase lead generation, improve retention, and drive brand growth.
• Perform other related duties as assigned.

Requirements

• Bachelor’s Degree in Marketing, Advertising, Business, Communications, or a related field preferred.
• 5+ years of experience in performance marketing, digital marketing, lead generation, or a related role.
• Working knowledge of paid media platforms and strategies, including Meta, Google, and CTV advertising.
• Experience managing or working directly with digital marketing agencies, vendors, or external partners.
• Experience with email and SMS marketing, including campaign execution, testing, performance analysis, and optimization.
• Strong analytical skills with the ability to interpret marketing data, identify trends and performance gaps, and translate findings into actionable recommendations.
• Working knowledge of SEO, website analytics, digital lead attribution, and marketing performance measurement.
• Strong project management, organization, prioritization, critical-thinking, and attention-to-detail skills.
• Strong written and verbal communication skills, including writing, editing, and proofreading.
• Ability to effectively collaborate with cross-functional teams and external agency partners in a fast-paced environment.
• Experience with CRM, marketing automation, email marketing, analytics, and related marketing technology platforms is preferred.
• Franchise, fitness, membership-based business, or multi-location marketing experience is a plus.

Schedule

• Monday–Friday: 8:30 AM–5:00 PM CST.
• Some projects and events may require longer hours, early starts, or late stays during the workweek.
• Travel required for annual conventions and other company events.

Pay

Competitive base salary with a monthly performance-based bonus opportunity.

Benefits

• 80% employer-paid medical, dental, and vision benefits for the employee.
• 401(k) contributions and eligibility for Colonial Life opportunities.
• Corporate gym membership and corporate spa services.
• Flexible Time Off.
• Paid holidays.