About the position
As a Field Marketing Director, you will play a critical role in advancing our local marketing efforts across our growing franchise network and work on a range of high-impact initiatives. This role will be critical in partnering with cross-functional internal teams, franchisees and external marketing partner teams to drive local brand awareness, traffic, and revenue. Develop and lead localized marketing strategies and local initiatives to support franchise growth, brand consistency, and business performance. Support the infrastructure and scaling of Crunch's international master franchisee model. Oversee local media agency network; manage performance, guide media tests, and optimize campaigns based on KPIs and brand goals. Align local strategies with national creative/media efforts, advising franchisees on effective media spend using centralized agency support. Lead and mentor a team of 4; provide strategic direction, coaching, and accountability. Analyze marketing performance across locations, providing actionable insights and guidance on focus areas and opportunities. Serve as the training lead for local planning recommendations and franchise marketing tools, and to help drive adoption and production. Build and maintain strong relationships with internal departments (sales, ops, creative, digital) and external franchise partner network. Monitor franchisee marketing spend and brand requirements, recommending optimizations based on performance data and strategic priorities. Advocate for the needs of the field; ensure marketing initiatives reflect on-the-ground insights and challenges.
Responsibilities
- Develop and lead localized marketing strategies and local initiatives to support franchise growth, brand consistency, and business performance.
- Support the infrastructure and scaling of Crunch's international master franchisee model.
- Oversee local media agency network; manage performance, guide media tests, and optimize campaigns based on KPIs and brand goals.
- Align local strategies with national creative/media efforts, advising franchisees on effective media spend using centralized agency support.
- Lead and mentor a team of 4; provide strategic direction, coaching, and accountability.
- Analyze marketing performance across locations, providing actionable insights and guidance on focus areas and opportunities.
- Serve as the training lead for local planning recommendations and franchise marketing tools, and to help drive adoption and production.
- Build and maintain strong relationships with internal departments (sales, ops, creative, digital) and external franchise partner network.
- Monitor franchisee marketing spend and brand requirements, recommending optimizations based on performance data and strategic priorities.
- Advocate for the needs of the field; ensure marketing initiatives reflect on-the-ground insights and challenges.
Requirements
- Bachelor's degree in Marketing, Business, Communications, or related field.
- 7+ years of marketing experience, including 3+ years in field or franchise marketing; fitness or wellness industry experience preferred.
- Proven success in a multi-location/franchise environment.
- Familiarity with franchise marketing programs and performance-based planning.
- Experience managing teams and cross-functional projects.
- Experience working with and leading agency partner relationships.
- Strong analytical, organizational, and project management skills.
- Excellent communication, presentation, and relationship-building abilities.
- Customer-focused, solutions-oriented, and comfortable operating in a fast-paced environment.
- Data-driven decision-maker with a passion for brand consistency and local innovation.
- Experience with CRM, email marketing, local SEO, and digital advertising platforms.
- Knowledge of HubSpot and GA4 a plus.
- Advanced knowledge in Word, Excel, PowerPoint, and reporting tools.
- Proficiency in marketing analytics and campaign performance reporting.
- An entrepreneurial, strategic mindset, a flexible teammate with a sense of urgency.
Benefits
- Generous, flexible paid time off
- 401(k) plan with discretionary matching opportunities.
- Comprehensive medical, dental, and vision benefits.
- Health savings and flexible spending accounts
- Basic life and AD&D insurance, plus short-term and long-term disability coverage
- Employee Assistance Plan, which offers confidential counseling and support services
- Education assistance program
- Free Crunch Gym Membership across all our clubs, nationwide
- Milestone Anniversary Recognition program
