Vice President of Brand Marketing - Club Pilates

Job Title: Vice President of Brand Marketing - Club Pilates

Department: Marketing

Salary Range: $190,000 - $225,000/year

Reports To: CMO, Xponential Fitness

Work Schedule: Monday - Thursday in office, Fridays WFH

Xponential Fitness, LLC (NYSE: XPOF) is a leading global franchisor of health and wellness brands. Through its mission to make boutique health and wellness experiences accessible to everyone, the Company operates a diversified platform of five brands spanning across verticals including Pilates, barre, stretching, strength-training, and yoga. In partnership with its franchisees, Xponential brands offer energetic, accessible, and personalized workout experiences led by highly qualified instructors in studio locations across 49 U.S. states, Puerto Rico, and 30 countries globally.

Xponential’s portfolio of brands includes Club Pilates, Stretch Lab, Yoga Six, Pure Barre, and BFT.

Summary: The Vice President of Brand Marketing - Club Pilates is a hands-on, execution-focused marketing leader responsible for driving lead generation, studio performance, and member growth across a large-scale franchise system. This role owns the full marketing funnel from brand awareness to local lead generation, class booking, membership conversion, and lifecycle marketing to improve retention and LTV.

Lead Generation & Performance Marketing

• Work with Digital Media team and agencies on national and local media strategies with a clear focus on driving high-quality leads at efficient CPL for franchise studios.
• Collaborate with internal cross-functional teams to develop, execute, and optimize paid media programs (digital, social, search, local media) that directly impact lead volume, class bookings, and membership sales.
• Partner closely with franchisees and field teams to ensure marketing drives measurable studio-level performance.
• Continuously test, learn, and optimize creative, targeting, offers, and channels to improve lead quality and conversion rates.

Franchise & Studio Marketing Execution

• Lead marketing for a large franchise system, ensuring national programs translate into effective local execution.
• Deeply understand studio dynamics, including class capacity, schedules and local market conditions.
• Build and maintain strong relationships with franchisees, providing clear guidance, tools, and best practices to drive adoption and execution.
• Develop local marketing playbooks and toolkits that support grassroots efforts, community partnerships, and localized activations.

Offers, Conversion & Membership Growth

• Develop and refine introductory offers that drive trial, class bookings, and conversion into recurring memberships.
• Optimize the full conversion funnel from lead → intro offer → class attendance → membership sign-up.
• Partner with operations, finance and marketing teams to ensure marketing plans and budgets align with studio goals.
• Understand and manage the balance between promotional offers and long-term brand and revenue health.

Lifecycle Marketing & Retention

• Ensure lifecycle marketing strategy in place to increase member retention, frequency, and lifetime value.
• Develop copy for email, SMS, and in-app communication that support onboarding, engagement, and retention.
• Leverage lifecycle insights to reduce churn and increase member tenure across the franchise system.

Brand Awareness to Drive Growth

• Build brand awareness with a clear understanding that awareness must ultimately drive leads and conversions.
• Ensure brand messaging and creative support performance marketing objectives without sacrificing brand consistency.
• Oversee creative and messaging development with a focus on what performs at the studio level.

Leadership & Execution

• Lead and develop a high-performing, execution-oriented marketing team.
• Collaborate with agencies and vendors with a strong emphasis on accountability, performance, and ROI.
• Work cross-functionally with marketing, finance and operations to ensure marketing drives business results.
• Lead the brand marketing fund committee and ensure compliance of the marketing fund.
• Competitive Salary ($190,000 - $225,000) depending on experience
• Eligible for annual performance bonus based on overall…