Director of Brand Marketing

About JETSET Pilates Franchising

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.

Position Overview

The Director of Brand Marketing will help own and shape the brand vision, storytelling, PR, and  creative strategy for JETSET. This role will shape how our brand shows up — in campaigns, social,  content, press, and studio experience — while leading a growing team responsible for driving  awareness, engagement, and loyalty systemwide. The ideal candidate is equal parts strategist and creator — passionate about elevating brand  perception, leading creative and PR initiatives, and building a scalable brand architecture that  supports rapid franchise growth. 

Key Responsibilities

• Key Responsibilities

• Brand Strategy & Positioning:  
• Partner with the VP of Marketing to define and evolve the JETSET brand identity to ensure  consistency across all markets, channels, and franchise communications. 
• Lead national brand campaigns that drive awareness and elevate perception.
• Collaborate on brand architecture, tone of voice, and visual identity standards to strengthen  differentiation within the fitness and wellness category. 
• Ensure brand alignment across digital, retail, PR, and franchise communications.

• Partnerships & Collaborations:
• Identify, negotiate, and manage strategic brand partnerships that amplify JETSET's visibility and  reinforce its premium positioning (e.g., lifestyle collabs, wellness brands, luxury retail, travel,  hospitality). 
• Lead Premium Access Membership perks, activation partnerships, and cross-promotional  collaborations to enhance member value and engagement. 
  • Collaborate with the PR team to activate partnerships through events, earned media, and  influencer channels. 

• Public Relations & Communications: 
• Oversee studio-level Grand Opening PR and ongoing PR initiatives in partnership with the PR  agency. 
• Serve as the primary liaison between JETSET Marketing, franchisees, and the PR agency to  ensure alignment on messaging, timing, and media opportunities. 
• Collaborate with the VP of Marketing and PR agency on broader national press strategy and  brand storytelling. 
• Develop and approve brand-aligned messaging across public-facing communications — including press releases, quotes, and interviews. 
• Support executive and franchisee visibility through earned media, thought leadership, and  community engagement. 

• Creative Direction & Content:
• Oversee concept-to-execution of all brand creative campaigns — including photoshoots, digital  content, video, and in-studio visuals. 
• Partner with internal creative and external agencies to deliver high-quality assets that align  with JETSET's modern-luxury aesthetic. 
• Collaborate with the digital marketing team to integrate brand storytelling into CRM, website,  paid media, and social campaigns for maximum brand impact. 

• Social Media & Content: 
• Lead the organic social media strategy overseeing the social and content teams.
• Ensure JETSET's social presence reflects brand positioning, community engagement, and  campaign priorities. 
• Collaborate with the PR and partnership teams to extend campaigns and brand moments  across all channels. 

• Retail & Merchandise 
• Partner with the Director of Merchandise to integrate retail storytelling and visual  merchandising into brand campaigns. 
• Support the creative development of seasonal retail drops and in-studio retail activations. 

• Leadership & Collaboration 
• Lead, mentor, and grow the brand marketing and creative team. 
• Collaborate cross-functionally with the Digital, Field, and PR teams, ensuring consistent  execution across the JETSET network. 
• Serve as the brand guardian for all franchisee-facing campaigns and creative approvals. 

Qualifications

• 8+ years of experience in brand marketing, partnerships, or PR leadership, ideally within fitness,  wellness, luxury, or lifestyle brands. 
• Proven experience managing PR agencies, partnerships, and creative teams.
• Track record of launching integrated brand campaigns that drive awareness and engagement.
• Deep understanding of brand storytelling, visual identity, and experiential marketing.
• Excellent communication and cross-functional leadership skills.
• Bachelor's degree in Marketing, Communications, or related field.

Key Attributes

• Startup Experience (Desired): While not required, experience in a startup environment would be beneficial due to the dynamic nature of scaling operations and managing multiple stakeholders simultaneously.
• Project Leader: Balances strategic oversight with hands-on execution to keep openings on track and aligned with brand standards.
• Collaborative: Builds strong relationships with internal teams and franchisees to ensure clear communication and accountability.
• Detail-Oriented: Maintains meticulous attention to checklists, deadlines, and quality standards.
• Adaptable: Thrives in a fast-paced, evolving franchise environment with shifting priorities.

Travel and On-Site Requirements

• The ideal candidate is Miami-based and able to have significant on-site presence at the HQ office in Miami, FL, at least three days per week. Some travel required for photoshoots, vendor/partnership meetings, etc.
• We will consider a remote-hybrid work model for highly qualified candidates on a case by case basis. Travel requirements would increase.

$110,000 - $150,000 a year What We Offer Competitive Compensation Package: including base salary, bonus, and benefits 75% contribution to individual comprehensive health plan, plus dental/vision/life/disability/pet insurance options Up to 4% match to 401(k) plan, no waiting period Cell phone stipend Wellness and fitness perk membership (Classpass) Paid time off and company holidays A culture that values innovation, ownership, and excellence The opportunity to shape the operational infrastructure of a fast-scaling premium wellness brand

JETSET Pilates is an equal opportunity employer. We celebrate diversity and are committed to creating an inviting work environment for all team members.

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