Position Title: Director of Marketing

Department: Marketing

Reports To: VP of Marketing

Location: Lakewood, CO (Hybrid) or Remote

Travel: Up to 20%

FLSA Status: Salaried, Exempt

Job Summary:

The Director of Marketing is a strategic, analytical, and relationship-driven leader across Woodhouse Spa's franchise network. This role translates brand strategy into integrated, multi-channel campaigns and key initiatives - grounded in a constant read on market trends, performance data, and the competitive landscape. The Director will lead new store openings, test-and-learn initiatives, and network-wide strategic partnerships. The Director works in close, ongoing collaboration with the Marketing team and other departments, contributing market perspective to brand positioning and brand building, upholding brand standards, and surfacing field and franchisee insights upstream. This role reports directly to the VP of Marketing.

Primary Responsibilities:

Campaign Development & Brand Strategy

• Own end-to-end campaign development, championing brand positioning in every campaign and touchpoint, building long-term brand equity alongside short-term performance, while staying ahead of the competition.
• Lead integrated approach and creative execution across paid, owned, and earned channels, in partnership with Creative and Digital Marketing.
• Contribute market and franchisee perspective into brand positioning and brand building.
• Maintain brand consistency and quality across all marketing deliverables.
• Elevate field and franchisee insights back into brand strategy and annual/quarterly planning.

Analytics & Market Intelligence

• Continuously track category trends, campaign and channel performance, and competitive activity to identify where the market is heading and keep Woodhouse ahead of it.
• Analyze and optimize the performance of local and campaign-level programs, delivering data-backed recommendations to franchise owners.
• Translate performance, brand health metrics, and competitive findings into recommended shifts in campaign strategy, test priorities, and brand positioning input.

Strategic Partnerships

• Define and develop the brand's overall approach to strategic partnerships, including the types of partners, categories, and formats worth pursuing network-wide.
• Identify and establish network-wide partnerships that expand reach and relevance with guests, including wellness and lifestyle brands as well as local and regional partners.
• Evaluate partnership performance and guest impact, elevating Woodhouse's standing and informing which partnerships to scale, adjust, or sunset.

Franchise Marketing Leadership

• Serve as the primary marketing liaison for franchise owners, providing guidance, resources, and support for local marketing efforts.
• Foster productive franchisee relationships that promote engagement, accountability, and brand compliance.
• Partner with Operations and Training to equip franchisees with the tools and knowledge they need, including ongoing marketing share-outs.
• Set goals and metrics that maximize the effectiveness of local campaign execution.
• Support consistent employer brand messaging across franchise-facing touchpoints, partnering with Operations and HR as needed.

New Store Openings

• Act as marketing lead for new spa openings, building customized launch plans directly with franchisees.
• Drive adoption of NSO Marketing Playbook best practices to elevate every new owner's opening experience.
• Track pre- and post-opening performance, including gift card ramp-up and pre-booking sales, and report insights and recommendations to leadership.
• Build and manage grand opening timelines, checklists, and execution plans, coordinating across departments to keep messaging and brand standards aligned.

Test & Learn / Innovation

• Design and run test-and-learn initiatives across campaigns, channels, and local marketing tactics, with clear, upfront success metrics.
• Analyze results and translate what works into scalable toolkits, templates, and playbooks for franchise-wide rollout.

Experience, Skills and Abilities:

• 10+ years of experience in marketing, campaign management, and franchise support roles.
• Strong strategic and analytical skills with the ability to synthesize market trends, performance data, and competitive intelligence into clear, forward-looking recommendations.
• Working fluency in brand strategy and positioning, with the ability to translate strategic direction into campaigns and contribute field perspective back into it.
• Expertise in brand health and full-funnel metrics (awareness, consideration, conversion, preference), including comfort establishing new measurement approaches as a growing brand builds out this data.
• Experience identifying, negotiating, and managing strategic partnerships that expand brand reach and relevance.
• A bias for action and a track record of testing, iterating, and improving campaigns quickly.
• Proven experience managing integrated, multi-channel campaigns end-to-end.
• Exceptional leadership, communication, and problem-solving skills.
• Highly organized, able to manage multiple priorities in a fast-paced environment; experience with project management tools such as Asana.
• Comfortable operating in ambiguity and moving quickly in a test-and-learn environment.
• Experience in a franchise-based industry such as food service, retail, or wellness.

Compensation:

The salary range for this role is $120,000-$135,000 annually, commensurate on experience. This role is bonus-eligible and is based on company and individual performance; all bonuses are subject to board and CEO approval.