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$121k–$130k/yr
Full-time
bachelor degree, postgraduate degree
401(k) matching, Bonus based on performance, Competitive salary, Flexible schedule, Health insurance, Paid time off
Posted 49d ago
~40 hrs/week
Responsibilities
Lead the development and optimization of the digital marketing ecosystem to drive member acquisition and brand growth across a franchise network. Oversee paid media, social strategy, and performance analytics while managing agency relationships and internal marketing teams.
Requirements
Requires a Bachelor's degree and 7+ years of experience in digital or growth marketing, preferably within a multi-location or franchise environment. Must be proficient in Google Analytics, Meta Business Suite, and CRM platforms with a proven track record of managing people and agencies.
Full job description
Benefits:
401(k) matching
Bonus based on performance
Competitive salary
Flexible schedule
Health insurance
Paid time off
Parental leave
Training & development
Wellness resources
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.
Reporting to the Vice President of Marketing, the Director of Digital Marketing serves as the organization's digital marketing leader. This role drives measurable business growth through paid media, social strategy, search visibility, digital engagement, website conversion optimization, and performance analytics. Additionally, the Director translates business objectives into scalable acquisition and engagement strategies, communicating results and opportunities clearly to internal stakeholders and franchise owners.
AREAS OF 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.
Own 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.
Additional Responsibilities
Present digital marketing strategies, performance updates, and optimization recommendations to leadership as needed.
Act as a professional, communicative representative of the marketing team when working with franchisees, vendors, and cross-functional stakeholders.
Perform other duties as assigned.
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.
Related keywords
Google AdsMeta Business SuiteGoogle AnalyticsLocal SEOAEOYextGoogle Business ProfilesCRMPoint-of-Sale PlatformsAttribution ModelingConversion OptimizationPerformance MarketingDemand GenerationFranchise MarketingBoutique FitnessDigital Acquisition
We are the BAR for your BODY!
Expect to challenge all of your major muscle groups and be provided with a full-body workout. Our high intensity, low impact workouts are perfect for increasing flexibility, muscle strength, posture and boosting your overall health. Not only is Reformer Pilates a popular option for those who desire to improve their fitness for a variety of health reasons, but athletes of all kinds can also enjoy performance-enhancing benefits by improving their muscle endurance and achieving better coordination and balance. Like to mix up your workouts? We are the secret ingredient to mix in your workout cocktail!
Offices: 3232 W 7th St, Fort Worth, Texas 76107, US