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.
If you’re interested in building a career in the fitness industry, BODYBAR Pilates may be the perfect fit. Join our growing system as part of our franchise development, administrative, finance, marketing, or support team in the BODYBAR fitness corporate office. We’re looking for growth-minded individuals to be part of our supportive, one-of-a-kind team.
Check out our career opportunities in health and fitness, and learn about the benefits of working at BODYBAR. We’re looking forward to meeting you!
BODYBAR Pilates is a boutique fitness franchise. Each location is independently owned and may have varying perks, compensation, and employment requirements. Contact the location you are applying to directly for specific employment questions.
