[Hiring] Director of Marketing Performance @HOTWORX Franchising

Role Description

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

• Collaborates closely with the Vice President of Franchise Performance Marketing to execute and optimize lead generation strategies across paid media, email, SMS, grassroots marketing, and other marketing channels.
• Manages and is accountable for the daily performance of assigned paid media agencies and marketing vendors, ensuring alignment with established performance goals, budgets, deliverables, timelines, and expectations.
• Monitors paid media performance across Meta, Google, and other applicable advertising channels with a focus on maximizing qualified lead generation, improving cost efficiency, and supporting membership sales.
• Monitors lead generation performance across studios, agencies, campaigns, channels, campaign creative, and lead sources to identify trends, performance gaps, and optimization opportunities.
• Analyzes key performance indicators including lead volume, cost per lead, advertising spend, lead quality, conversion performance, campaign pacing, and other established performance benchmarks.
• Identifies underperforming studios, campaigns, markets, agencies, campaign creative, and lead sources and works with the Vice President of Franchise Performance Marketing and applicable partners to develop and execute optimization plans.
• Manages and measures advertising budgets and campaign pacing to support optimal budget allocation and achievement of lead generation and membership sales objectives.
• Collaborates closely with the Vice President of Franchise Performance Marketing in support of the Creative Director’s creative strategy and direction for lead generation campaigns.
• Reviews performance marketing creative and campaign materials from a performance, campaign accuracy, and execution perspective.
• Performs quality assurance across paid media, email, SMS, landing pages, links, calls to action, offers, dates, disclaimers, and other campaign elements.
• Provides performance-driven creative feedback based on campaign results, audience response, lead generation performance, and testing insights.
• Supports the development, execution, measurement, and optimization of grassroots and local lead generation strategies and initiatives.
• Supports the execution and performance optimization of the Monthly Marketing Program across paid media, email, SMS, grassroots, and other applicable lead generation channels.
• Oversees and executes the email and SMS marketing program, ensuring campaigns are accurate, timely, optimized for engagement and conversion, and compliant with applicable standards and requirements.
• Manages email and SMS campaign planning, audience segmentation, testing, scheduling, quality assurance, deployment, reporting, and ongoing optimization.
• Monitors email and SMS performance, including delivery, engagement, click-through, opt-out, lead generation, and conversion metrics.
• Develops, executes, and optimizes member retention marketing tools and campaigns in collaboration with the Vice President of Franchise Performance Marketing.
• Manages and measures email, SMS, and other applicable member lifecycle marketing initiatives.
• Analyzes member engagement and retention marketing performance to identify trends, opportunities, and scalable strategies.
• Collaborates cross-functionally with applicable teams to develop and enhance franchisee-facing retention tools, resources, campaigns, and marketing solutions.
• Partners with the Vice President of Franchise Performance Marketing to develop, test, and optimize new lead generation and retention strategies.
• Develops and maintains performance dashboards, scorecards, and recurring reporting.
• Reports performance metrics and actionable insights across applicable marketing channels.
• Translates marketing and lead generation data into clear recommendations and actionable next steps.
• Monitors lead attribution, tracking, and reporting accuracy across applicable marketing channels.
• Creates and maintains training, resources, and best practices for franchisees and staff.
• Supports the annual HOTWORX Virtual Instructor Competition, Convention, After Work initiatives, photoshoots, events, and other major brand and marketing initiatives.
• Collaborates cross-functionally with Marketing, Creative, Operations, IT, franchise support teams, and external agency partners.
• Manages the day-to-day performance and accountability of the approved SEO agency partner.
• Monitors and analyzes SEO and organic search performance.
• Reviews SEO agency reporting and recommendations.
• Analyzes SEO performance alongside paid media and other lead generation channels.
• Monitors website and landing page analytics to identify traffic, engagement, conversion, and lead generation trends.
• Continuously identifies opportunities to improve campaign performance, agency accountability, lead generation, member retention, reporting processes, marketing workflows, and overall efficiency.
• Works closely with the Vice President of Franchise Performance Marketing to develop additional programs and enhance existing programs.
• Performs other related duties as assigned.

Qualifications

• 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 marketing 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 but not required.

Requirements

• Monday-Friday: 8:30am-5:00pm CST
• Some Projects and events may require longer hours.
• There will be times when this individual will be required to come in early and stay late during the work week and travel for annual conventions.
• Additional company events may require attendance.

Compensation

• Competitive Base Salary + Monthly Performance-Based Bonus Opportunity

Benefits

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