Senior Director of Integrated Marketing

At JETSET Pilates Franchising, we pioneer a unique franchise model in the fitness industry, offering Modern Pilates classes and a curated selection of fitness-related products. Our business model is centered on establishing a strong brand image, cultivating exceptional relationships with franchisees, and delivering outstanding client services. We operate in a dynamic, fast-paced startup environment where adaptability and innovation are crucial for success.

The Sr. Director of Integrated Marketing is the strategic driver of JETSET's franchise marketing engine, owning how national marketing strategy translates into local execution across every market. This role leads the regional Integrated Marketing Managers who carry that strategy into the field, helping them localize campaigns and support each studio while accounting for its nuances: market, maturity, ownership, and performance.

Reporting to the VP of Marketing, this role sets the integrated marketing strategy, builds the quarterly marketing guides in partnership with the marketing leadership team, and makes sure every moving piece (playbooks, presales, activations, studio support tiers, and reporting) is resourced, sequenced, and delivered. It collaborates cross-functionally with the Operations, Franchise Development, Training, and Real Estate & Construction teams on opening timelines and studio performance.

This role is ideal for a multi-unit marketing leader who builds teams, systems, and trust with franchise owners in equal measure. Comfortable moving between strategy and the field, holding firm on brand standards, and accountable for studio-level results and marketing ROI, not just execution.

• Own the integrated marketing strategy for the franchise network, translating company goals and brand priorities into clear objectives for local markets

• Work with VP of Marketing on defining how the annual network calendar comes to life locally, including tentpole campaigns, monthly initiatives, always‑on playbooks, and owner‑led local initiatives

• Set regional and market‑level priorities based on performance data, market maturity, and growth plans

• Shape the franchisor–franchisee marketing model, keeping a "pull, not push" posture where owners drive local activity and HQ provides tools, guidance, and support

• Lead creation of the quarterly marketing guides in partnership with the marketing leadership team (Brand, Digital, Retail, and Creative)

• Own the guide end to end: timeline, inputs from each function, local adaptation, and on‑time delivery to the network

• Ensure each guide is practical for owners, with clear priorities, what to do and when, approved assets, and how success is measured

• Gather field feedback after each quarter and refine the next guide based on what worked

• Build the operating plan that turns strategy into action: roadmaps, timelines, owners, and dependencies across the team and partner functions

• Own the 16‑week pre‑opening marketing playbook and presales training program in partnership with the Sales and New Studio Opening team, keeping them current and consistently delivered

• Anticipate resource needs and bottlenecks, and eliminate trade‑offs early

• Lead a team of four regional Integrated Marketing Managers

• Assign market coverage and balance workload using studio support tiers, not flat studio counts

• Build shared tools, templates, and processes so every region delivers the same standard of support

• Partner with the Operations team on at‑risk studios, leading the marketing diagnostic and recovery plan

• Oversee the activation approval process, including turnaround standards, approval…