About the position
As a Field Marketing Manager, you will play a critical role in advancing our local strategy and execution across a range of initiatives to support the Franchise business. Your contributions will directly enhance franchisee experience and improve process and marketing performance. The ideal candidate is detail-oriented, self-motivated, and has a passion for marketing, building relationships to support franchisees to help be successful, and to deliver measurable results. Lead regional local marketing strategy and execution, enhancing brand recognition, consistency, production and performance working cross-functionally with internal and external stakeholders. Support and optimize omni-channel marketing plans to help drive leads, sales, and retention, advising on creative, media mix, promotions, investment levels, KPI targets and best practices. Serve as primary marketing liaison for regional operations and franchisees, national sales, and new gym openings teams, offering strategic guidance and support across paid, owned and earned channels. Utilize the national creative and media strategy, leveraging the national creative and best practice toolkits, and understanding the role of paid/owned/earned media in local marketing plans to provide guidance and recommendations for franchisee's marketing plans utilizing our centralized agency partner network. Manage creation of custom local brand assets and collaborate with local media/vendor partners to implement best practices. Guide strategic initiatives and ensure alignment with national creative/media strategy and agency partners. Deliver ongoing franchisee and corporate staff training through webinars, tools, and best practices sessions. Collaborate closely with acquisition/member marketing and enterprise-wide marketing teams for integrated marketing campaigns, toolkits and data sharing. Analyze marketing KPIs; provide actionable insights to improve results and identify opportunities. Share field insights to refine national creative, test strategies, and improve playbooks.
Responsibilities
- Lead regional local marketing strategy and execution.
- Support and optimize omni-channel marketing plans.
- Serve as primary marketing liaison for regional operations and franchisees.
- Manage creation of custom local brand assets.
- Guide strategic initiatives and ensure alignment with national creative/media strategy.
- Deliver ongoing franchisee and corporate staff training.
- Collaborate closely with acquisition/member marketing and enterprise-wide marketing teams.
- Analyze marketing KPIs and provide actionable insights.
- Share field insights to refine national creative and improve playbooks.
Requirements
- Bachelor's degree in Marketing, Business, Communications, or related field.
- 3+ years of experience in marketing, digital marketing, advertising, media and/or account management within a multi-unit business/franchise model.
- Strong organizational, troubleshooting, and problem-solving abilities.
- Ability to thrive in a fast-paced environment and manage multiple projects and deadlines simultaneously.
- Confident presentation and interpersonal skills.
- Excellent communication skills - written, visual, and verbal.
- Proficiency in email marketing and digital advertising platforms.
- Experience in Word, Excel and PowerPoint.
- Proficiency in marketing analytics and campaign performance reporting.
Nice-to-haves
- Knowledge of HubSpot and GA4.
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.
- Education assistance program.
- Free Crunch Gym Membership across all our clubs, nationwide.
- Milestone Anniversary Recognition program.
