Marketing Director

Why This Role & Why Now

The health, fitness, and wellness industry is booming, now exceeding $5 trillion globally, with boutique fitness continuing to outpace traditional gyms. Pilates is one of the fastest-growing modalities, driven by consumers looking for strength, longevity, and Instagram-worthy studio experiences. Pilates Addiction is at the front edge of this movement—a premium, high-energy, next-generation Pilates franchise launching nationwide. We’re early, growing fast, and looking for a marketing builder who wants to help create a category-defining brand.

About the Role

We’re seeking a Marketing Director to roll up their sleeves and build, launch, and scale marketing that fills studios and fuels growth. This isn’t a “sit in meetings and manage a big team” job. It’s a hands-on, highly creative, and data-driven role where you’ll:

• Shape brand positioning and go-to-market playbooks.
• Create and run campaigns that generate leads, drive presale momentum, and retain members.
• Work directly with franchise owners and studio operators to help them market locally.

Responsibilities

• Brand & Growth Strategy
  • Build and execute strategies that drive awareness, presale leads, member acquisition, and retention.
  • Position Pilates Addiction as the gold standard in Pilates, bringing our unique experience and results to life across all touchpoints.
• Campaign Creation & Execution
  • Plan and run multi-channel campaigns (paid social, digital ads, email, SMS, content, local activation) that convert interest into bookings.
  • Create playbooks and repeatable systems franchisees can use for local marketing, including templates, campaign calendars, and best practices.
  • Develop and refine studio presale launch playbooks (lead funnels, offers, events, referral loops, retention programs).
  • Work with designers, content creators, and agencies to deploy campaigns and assets ensuring they are on-brand and effective, without directly managing production.
• Franchisee Partnership & Presentation
  • Serve as a marketing coach and resource for studio owners: guide local advertising, social content, grassroots marketing, and lifecycle campaigns.
  • Present confidently to large groups of franchise owners and studio operators both in-person and via Zoom to train, educate, and inspire action.
• Lifecycle Marketing & Copywriting
  • Own and optimize email and SMS marketing to drive presale excitement, nurture leads, and increase retention.
  • Write and refine compelling marketing copy for campaigns, landing pages, social ads, and lifecycle communications.
• Data & Optimization
  • Track campaign performance, lead flow, and ROI; analyze data to inform decisions and improve over time.
  • Translate metrics into clear, actionable insights for both the corporate team and franchise owners.
  • Stay ahead of industry trends and franchise marketing best practices to keep the brand competitive.

Mindset & Working Style

• Curious & Trend-Aware: Always exploring what’s next in marketing, social, digital, and the fitness/health space.
• Self-Starter: Proactive about spotting opportunities and taking them from idea to execution.
• Problem Solver: Enjoys figuring out how to move the needle with limited resources and ambiguity.
• Accountable: Owns results, tracks impact, and isn’t afraid to measure what’s working (and what’s not).
• Collaborative: Works seamlessly with executives, franchise owners, and agency partners.
• Start-Up Minded: Thrives in an early-stage, fast-moving environment where you can help shape the playbook.

Requirements

• 5+ years of marketing experience, ideally within franchise, multi-unit fitness/wellness, or consumer lifestyle brands.
• Proven ability to create and execute campaigns hands-on—not just manage strategy.
• Strong understanding of lead generation funnels, lifecycle marketing (especially email & SMS), and brand building for recurring revenue businesses.
• Excellent copywriting skills and able to write and edit persuasive, on-brand messaging that converts.
• Comfort developing playbooks, templates, and scalable systems for local marketing.
• Experience collaborating with franchisees or local operators is highly preferred.
• Excellent communication and presentation skills with confidence in presenting to groups virtually and in person.
• Data-driven mindset with ability to interpret performance metrics, report on outcomes, and pivot quickly.
• Bachelor’s degree in Marketing, Communications, Business, or related field (or equivalent experience).

Nice-to-Have Skills

• Google Ads & Analytics
• Meta Ads Manager
• HubSpot or similar marketing automation and website management tools
• MindBody / ClubReady (fitness studio management systems)
• Figma, Canva, Adobe or similar design collaboration tools
• Marketing AI Tools and Platforms (Chat GPT, Jasper, Claude)

Why Join Pilates Addiction

• Be on the ground floor of a high-growth boutique fitness brand as we scale nationwide.
• Work with an experienced, supportive executive team while owning marketing execution.
• Shape the campaigns and playbooks that will define how the brand grows.
• A fun, creative, entrepreneurial environment, perfect for a marketer who loves to build, experiment, and see their work directly impact results.