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VP of Franchise Performance Marketing

4 months ago

Marrero, United States HOTWORX Franchising, LLC Full time

About Us:

HOTWORX - A 24-Hour Infrared Fitness Studio offers the first ever combination of 3-dimensional training. HOTWORX combines Heat (dimension 1), Infrared Energy (dimension 2) & Exercise (dimension 3) to help members flush toxins, tone up, and torch calories among numerous other benefits from infrared. Our studios offer 24-hour access to virtually instructed workouts ranging from HOT Yoga to Hot Cycle, Hot Buns, Hot Barre None and more. Our exclusive workouts are done inside of our patented HOTWORX sauna in a semi-private environment, suitable for all fitness levels to give members MORE WORKOUT IN LESS TIME If you are looking for a career where you can become a part of an organization focused on helping members feel and look their very best then look at HOTWORX.

Mission:

Formulates and executes innovative marketing and advertising strategies to achieve the company lead generation “golden ratio” across all locations for high volume, high quality membership lead flow.

Essential Duties and Responsibilities including the following, other duties may be assigned as business needs dictate:

• Monitor the marketing department organizational chart to ensure clarity of roles and the high performance thereof.

• Oversees the generation of high-quality and low-cost leads for each location monthly, with a focus on cost per lead (CPL) optimization.

• Manages and executes robust advertising campaigns with a specific focus on maximizing lead generation for 4 Month + studios at a $20 cost per lead or less.

• Creates, manages, and maintains content for local, national and international markets as it relates to franchise performance (social media, online business listings, website content, email marketing, blogs, news articles, press announcements, etc.)

• Creates and executes marketing & advertising strategies for HOTWORX and SOL SPA locations, whereby all appropriate tools, resources, technology, and various media outlets can be taken advantage of at maximum cost-effectiveness.

• Manages and optimizes lead generation for potential new members, consistently measuring and reporting daily, weekly, monthly, quarterly, and annual performance metrics

• Analyzes multi-channel campaign performance trends by lead source to ensure an optimal lead source mix, with a specific focus on paid advertising.

• Manage website content and design to optimize lead generation and increase membership sales, while implementing SEO strategies and analyzing performance metrics to drive conversions.

• Develop and execute email and text marketing campaigns to nurture leads, promote membership offers, and drive sales, leveraging segmentation, personalization, and automation to maximize engagement and conversion rates.

• Plan, execute, and optimize digital paid advertising campaigns across various platforms with a focus on targeting the ideal customer.

• Lead the planning, execution, and evaluation of the Monthly Marketing Program, planning franchise wide, studio level events, promotions, and initiatives aimed at driving lead generation and member sales performance at the studio level, enhancing brand consistency, elevating member experience, and maximizing overall studio-level performance.

• Develop additional programs and enhance existing programs to maximize studio performance and drive HOTWORX brand growth.

• Spearhead the planning and execution of the Monthly Challenges Program to boost member retention.

• Manage and monitor the performance of approved marketing vendors including but not limited to SocialMadeSimple, HigherVisibility, Drive, SOCi, Marq, and Vistaprint.

• Translate creative direction and content or copy points into engaging and effective copy concepts, while ensuring copy tone and style are consistent with brand requirements.

• Follows legal protocol and disseminates legal documentation with regards to marketing, branding, and advertising policies to non-compliant Franchisees of HOTWORX and SOL SPA.

• Leads the implementation of systems and educational resources to ensure a consistent local online presence across all digital channels including online reviews, business listings, and social media platforms.

• Presents on behalf of the Marketing department at the Annual Convention.

• Act as the marketing point of contact for the FAC for both brands

• Propose new strategies and tactics to increase lead generation and membership sales across all studio locations.

• Utilize data-driven insights to identify areas for improvement, implementing changes that maximize productivity, creativity, and overall studio effectiveness.

• Maintain and create efficiencies in the marketing onboarding process for franchisees, ensuring a seamless transition and comprehensive understanding of marketing strategies, tools, and resources.

• Act as the spokesperson for the Marketing Department during Marketing Orientation sessions, delivering presentations to introduce marketing systems, processes, resources, and support available to franchisees.

• Foster and facilitate collaboration between departments to align strategies, share resources, and leverage collective expertise towards achieving common goals and driving organizational success.

• Works directly with the Performance Team and Marketing vendors to develop and maintain educational resources.

• Manage corporate channels and PR initiatives with the Marketing Coordinator.

• Create and cultivate premium digital and print content with the Creative Manager that propels lead generation, membership sales, member retention and growth for both the HOTWORX and SOL SPA brands.

• Ensure HOTWORX VI & VPT contract fulfillment with Marketing Coordinator.

• Coordinate and prioritize multiple projects simultaneously, ensuring deadlines and deliverables are met.

• Execute strong writing and proofreading skills, impeccable spelling, grammar, and punctuation

• Execute other projects and tasks as assigned • Monitor the marketing department organizational chart to ensure clarity of roles and the high performance thereof.

• Oversees the generation of high-quality and low-cost leads for each location monthly, with a focus on cost per lead (CPL) optimization.

• Manages and executes robust advertising campaigns with a specific focus on maximizing lead generation for 4 Month + studios at a $20 cost per lead or less.

• Creates, manages, and maintains content for local, national and international markets as it relates to franchise performance (social media, online business listings, website content, email marketing, blogs, news articles, press announcements, etc.)

• Creates and executes marketing & advertising strategies for HOTWORX and SOL SPA locations, whereby all appropriate tools, resources, technology, and various media outlets can be taken advantage of at maximum cost-effectiveness.

• Manages and optimizes lead generation for potential new members, consistently measuring and reporting daily, weekly, monthly, quarterly, and annual performance metrics.

• Analyzes multi-channel campaign performance trends by lead source to ensure an optimal lead source mix, with a specific focus on paid advertising.

• Manage website content and design to optimize lead generation and increase membership sales, while implementing SEO strategies and analyzing performance metrics to drive conversions.

• Develop and execute email and text marketing campaigns to nurture leads, promote membership offers, and drive sales, leveraging segmentation, personalization, and automation to maximize engagement and conversion rates.

• Plan, execute, and optimize digital paid advertising campaigns across various platforms with a focus on targeting the ideal customer.

• Lead the planning, execution, and evaluation of the Monthly Marketing Program, planning franchise wide, studio level events, promotions, and initiatives aimed at driving lead generation and member sales performance at the studio level, enhancing brand consistency, elevating member experience, and maximizing overall studio-level performance.

• Develop additional programs and enhance existing programs to maximize studio performance and drive HOTWORX brand growth.

• Spearhead the planning and execution of the Monthly Challenges Program to boost member retention.

• Manage and monitor the performance of approved marketing vendors including but not limited to SocialMadeSimple, HigherVisibility, Drive, SOCi, Marq, and Vistaprint.

• Translate creative direction and content or copy points into engaging and effective copy concepts, while ensuring copy tone and style are consistent with brand requirements.

• Follows legal protocol and disseminates legal documentation with regards to marketing, branding, and advertising policies to non-compliant Franchisees of HOTWORX and SOL SPA.

• Leads the implementation of systems and educational resources to ensure a consistent local online presence across all digital channels including online reviews, business listings, and social media platforms.

• Presents on behalf of the Marketing department at the Annual Convention.

• Act as the marketing point of contact for the FAC for both brands.

• Propose new strategies and tactics to increase lead generation and membership sales across all studio locations.

• Utilize data-driven insights to identify areas for improvement, implementing changes that maximize productivity, creativity, and overall studio effectiveness.

• Maintain and create efficiencies in the marketing onboarding process for franchisees, ensuring a seamless transition and comprehensive understanding of marketing strategies, tools, and resources.

• Act as the spokesperson for the Marketing Department during Marketing Orientation sessions, delivering presentations to introduce marketing systems, processes, resources, and support available to franchisees.

• Foster and facilitate collaboration between departments to align strategies, share resources, and leverage collective expertise towards achieving common goals and driving organizational success.

• Works directly with the Performance Team and Marketing vendors to develop and maintain educational resources.

• Manage corporate channels and PR initiatives with the Marketing Coordinator.

• Create and cultivate premium digital and print content with the Creative Manager that propels lead generation, membership sales, member retention and growth for both the HOTWORX and SOL SPA brands.

• Ensure HOTWORX VI & VPT contract fulfillment with Marketing Coordinator.

• Coordinate and prioritize multiple projects simultaneously, ensuring deadlines and deliverables are met.

• Execute strong writing and proofreading skills, impeccable spelling, grammar, and punctuation.

• Execute other projects and tasks as assigned

Qualifications:

• Bachelor’s Degree in Marketing or equivalent experience (fitness franchising and/or gym membership marketing experience is a plus)

• 10+ years' experience in marketing

• Computer literacy in Microsoft Office applications. Google “G Suite” Applications, WebFlow, Email Marketing Platform, and Adobe Programs a plus

• Strong/Savvy Social Media and all forms of Online Advertising skills

• Ability to work with people of varying backgrounds and experiences

• Strong verbal, written, and organizational skills

• Collaborative mindset and the ability to work with cross-functional teams to achieve common objectives. Strong understanding of social media platforms, digital marketing strategies, search advertising, and other relevant fitness marketing trends.

• Proven track record of successfully driving engagement, lead generation, and brand growth through strategic content initiatives.

Work Schedule:

• Monday: 8:30 – 5:00 PM CST (In-Office at Corporate Headquarters if you live in Jefferson/Orleans/Plaquemines Parish)

• Tuesday - Friday: 8:30 – 5:00 PM CST (remote) *Working remotely is subject to change at the discretion of the CEO.

• Some projects and events may require longer hours (ex: biannual photoshoots, annual convention, etc.)

• There will be some requirements to come in early and stay late during the work week, which includes but is not limited to annual convention.

Compensation:

• Annual Salary: $175,000

Bonus Opportunity (Lead Generation, CPL & MSA):

● Lead Generation:

○ If the 4-month+ studio average lead generation is at 145 leads or greater, a bonus opportunity of $5,000 for any given month

● Cost Per Lead (CPL)

○ Tier 1: if HOTWORX CPL per studio average for any given month ranges from $14.99 or less, there will be a bonus of $2,000

○ Tier 2: if HOTWORX CPL per studio average for any given month ranges from $15.00-$20.00, there will be a bonus of $1,000

● Membership Sales Average (MSA)

○ Tier 1: If HOTWORX new member sign up per studio average for any given month is 50 memberships or more, there will be a bonus of $2,000

○ Tier 2: If HOTWORX new member sign up per studio average for any given month is 40-49, there will be a bonus of $1,000 Bonus Opportunity (Lead Generation, CPL & MSA):

● Lead Generation:

○ If the 4-month+ studio average lead generation is at 145 leads or greater, a bonus opportunity of $5,000 for any given month

● Cost Per Lead (CPL)

○ Tier 1: if HOTWORX CPL per studio average for any given month ranges from $14.99 or less, there will be a bonus of $2,000

○ Tier 2: if HOTWORX CPL per studio average for any given month ranges from $15.00-$20.00, there will be a bonus of $1,000

● Membership Sales Average (MSA)

○ Tier 1: If HOTWORX new member sign up per studio average for any given month is 50 memberships or more, there will be a bonus of $2,000

○ Tier 2: If HOTWORX new member sign up per studio average for any given month is 40-49, there will be a bonus of $1,000

Commission:

• If a bonus is received from tier 1 or 2 for both categories in any combination, CPL and MSA, then commissions will be earned based on the following formula:
○ $10 per open location (for example, if 100 locations are open the commissions will be $1000)

Benefits:

•
80% Employer-paid benefits for employee, which include medical, dental, and vision

• 401K contributions and eligible for Aflac opportunities

While we are looking for a go-getter who is eager to take initiative and will get the job done, we also provide training and support for success.

If this opportunity gets you excited, be sure to apply today