Vice President, Planning and Brand Marketing

About the Role

Key Responsibilities

• Develop omnichannel content strategies and pillars that help guide creative execution and deliver a cohesive omnichannel marketing approach.
• Develop brand marketing plans in concert with department leadership and internal stakeholders to guide overarching brand strategy.
• Lead qualitative and quantitative research to enhance target audiences, consumer and competitive trends, and the general category landscape.
• Lead marketing operations, including budgets and planning, promotion strategies, vendor marketing campaigns, and local marketing support and reporting.
• Work with the team to identify areas of opportunity, produce campaign KPIs, and collaborate with the VP of Creative Services and the VP of Omnichannel Marketing to deliver results.
• Partner with internal stakeholders to deliver a multi-touch point customer experience that enhances brand cohesion, drives optimization, and delivers personalization.
• Ensure that the Omnichannel/Performance Marketing and Local Marketing teams deploy synergistic, best-in-class campaign execution, continuously testing to improve ROI and achieve desired results.
• Guide and interpret test, learn messaging, and content strategies to improve media strategies and creative execution.
• Support vendor co-marketing initiatives to enhance core marketing programs and strategic marketing plans.
• Ensure collaborative workflow and integration with project management, creative services, IT, innovation, and operations to optimize marketing service delivery.
• Collaborate with the Chief Revenue Officer and Director of Strategy to define strategic objectives, marketing budgets, and success metrics.
• Lead marketing operations including budget management, local franchisee relations, and performance tracking.
• Support the Public Relations and community relations team with strategic initiatives aligned with brand KPIs.
• Coordinate cross-functional input, deliverables, timelines, and communicate progress and opportunities to the Chief Revenue Officer.
• Partner with the National Franchise Conference team to develop and market the national conference to franchisees.
• Perform other duties as necessary for performance marketing and as assigned by the Chief Revenue Officer.

Requirements

• 15+ years' experience in strategic planning and/or content strategy roles leading diverse teams in an agency and/or franchised organization.
• Extensive digital and brand marketing experience with the ability to deliver cohesive omnichannel marketing plans and content strategies that deliver results.
• Media experience including strategic planning with in-depth digital media and brand marketing.
• Proven track record of developing omnichannel content marketing strategies that align with performance marketing to grow revenue and customer base.
• Ability to make informed business decisions and remain result-oriented by linking marketing techniques to measurable financial results.
• Strong business acumen including analyzing business trends, planning, budgeting, forecasting, and strategic implementation.
• Skilled at leveraging creative content and storytelling to engage customers and translate customer insights into media and content plans.
• Experience leading RFP processes and vendor contracting.
• Ability to use data to inform decisions and create deep connections across the business.
• Critical thinking and problem-solving skills; skilled at strategic process layout.
• Excellent time management and workload prioritization skills.
• Effective interpersonal skills to establish and maintain relationships with management, team members, franchisees, and vendors.
• Ability to present facts and recommendations effectively in oral and written form.
• Flexible work schedule and ability to travel up to 25%.
• Bachelor's degree required.
• Agency and/or franchise experience highly preferred.
• Only local candidates will be considered for this hybrid role.

Nice to Have

• Multi-unit and/or franchise experience.

Benefits & Perks

• Medical, Dental, and Vision Benefits.
• Paid Life Insurance and 401K.
• Generous Paid Holidays, vacation, and sick time.
• Work environment that emphasizes helping people feel their best through total body care.