Senior Marketing Director

LWI Lindora Franchisee; Irvine (CA); On-site; USD 120,000 - 180,000; Full time

Job summary

Bariatric Weight Management Systems A Medical Group seeks a seasoned Marketing Leader to develop and execute integrated strategies across Lindora and E20 brands. You will drive growth, membership sales, and brand awareness through digital channels and local campaigns.

The role requires 7–10 years in health/franchise marketing, strong leadership, and expertise in SEO/SEM, marketing automation, and analytics (Zenoti, PowerBI, CRM). Expect cross-brand coordination and training of studio managers.

Qualifications

• Bachelor's degree in marketing, business administration, or related field is required.
• 7–10 years of progressive marketing leadership experience in health/wellness/franchise environments.
• Proven expertise in shared marketing services across a multi-brand portfolio.
• Experience executing robust local marketing strategies and grassroots initiatives in a franchise model.
• Strong digital marketing skills including SEO, SEM, social media, and marketing automation.

Responsibilities

• Develop and implement unified marketing strategies across all brands (Lindora, E20, etc.).
• Provide centralized marketing support to studios and franchise owners.
• Lead marketing co-op fund development and management for regional initiatives.
• Oversee digital channels: paid search, social, email, content strategy.
• Drive lead generation through optimized campaigns for services.
• Lead SEO strategy and analytics to improve organic visibility.
• Utilize Zenoti and PowerBI to measure ROI and optimize spend.
• Design local marketing strategies to drive foot traffic and new leads.
• Create playbooks and training for studio managers and franchisees on local campaigns.
• Ensure brand consistency and effective communications across portfolio.

Skills

Digital Marketing

SEO

SEM

Social Media Advertising

Marketing Automation

Analytics

Power BI

CRM Systems

Leadership

Communication

Education

Bachelor's degree in Marketing or Business Administration

MBA preferred

Tools

Zenoti

Power BI

CRM systems

Job description

Job hours: Fulltime M- F, plus occasional Saturdays when needed 8am - 12 noon.

Exempt: This role is responsible for developing and executing integrated marketing strategies that drive growth, membership sales, and brand awareness across all brands in our portfolio. The ideal candidate will have extensive experience in a multi-unit, franchise-based health and wellness environment, with a proven track record in both sophisticated digital marketing and high-impact local grassroots marketing.

Key Responsibilities Core Competencies

Weighting To support our values-driven culture and performance expectations, the following core competencies have been identified as essential for success in this role. Each competency is weighted to reflect its relative importance in evaluating overall job performance. The total weight across all competencies equals 100%.

Strategic Marketing Leadership (Shared Services) 30%

• Develop and implement unified marketing strategies for the entire elemental portfolio, ensuring brand consistency while addressing the unique needs of each brand (Lindora, E20, etc.).
• Provide centralized marketing support and resources to individual studio locations and franchise owners, acting as a strategic partner to drive local performance.
• Lead the development and management of the marketing 'co-op' fund, optimizing resources for larger, more effective regional marketing initiatives.

Digital Marketing and Analytics 25%

• Oversee all digital marketing channels, including paid search (SEM), social media advertising, email marketing, and content strategy.
• Drive robust lead generation through optimized digital campaigns for high-value services (e.g., wellness memberships, GLP-1s, specific E20 services).
• Lead SEO strategy and implementation to improve organic search visibility for all brands.
• Utilize advanced analytics (Zenoti integration with PowerBI) to measure campaign performance, optimize marketing spend, and report ROI across the portfolio.

Local and Grassroots Marketing 25%

• Design and execute comprehensive local marketing strategies tailored to individual studio performance, focusing on driving foot traffic, community engagement, and new leads.
• Develop best practices for in-studio marketing, local partnerships, and community events to support studio level sales goals.

Provide playbooks and training for Lindora studio managers and E20 franchisees on executing effective local marketing campaigns.

Brand Management and Communications 10%

• Ensure all marketing communications are consistent with brand guidelines and messaging across the portfolio.
• Manage public relations, social media presence, and reputation management for all shared services brands.
• Collaborate with internal teams (Operations, Sales, Finance) to align marketing efforts with business objectives.

Company Values 10%

• Consistently supports and demonstrates alignment with and commitment to the organization's mission, vision, and core values.

• Bachelor's degree in marketing, Business Administration, or a related field. MBA or advanced degree is a plus.
• A minimum of 7-10 years of progressive marketing leadership experience, with significant experience in a health, wellness, or fitness franchise environment. (Optional but preferred) Proven expertise in managing shared marketing services across a multi-brand portfolio.
• Demonstrated success in executing robust local marketing strategies and grassroots initiatives within a franchise model.
• Strong proficiency in digital marketing, including SEO, SEM, social media advertising, and marketing automation platforms.
• Experience in leveraging data and analytics (e.g., Zenoti, PowerBI, CRM systems) for strategic decision making.Exceptional leadership, communication, and interpersonal skills.

Bariatric Weight Management Systems A Medical Group