Job Description

The Director of Integrated Marketing will oversee the teams, channels, and efforts along the customer journey to build a cohesive experience that attracts qualified leads, nurtures them through the sales funnel, fosters customer loyalty, and encourages referrals. The Director will work cross-functionally to ensure that brand messaging is consistent and impactful, ultimately driving sustainable business growth and long-term customer relationships.

Key Responsibilities:

• Brand Awareness and Lead Generation:
  • Develop and implement strategies in collaboration with Marketing Leadership to build brand awareness and attract qualified leads through integrated campaigns across digital, social, PR, and offline channels.
  • Ensure alignment across all channels to deliver consistent messaging that drives customer engagement and captures attention.
• Lead Nurturing and Conversion:
  • Oversee the development of lead nurturing campaigns to engage prospects from first interaction to conversion, leveraging personalized content, automated workflows, and multi-channel communication.
  • Integrate data from platforms such as CRM, website, POS, and advertising efforts to optimize lead nurturing and conversion strategies.
• Customer Retention and Loyalty:
  • Design and implement strategies to foster customer loyalty and long-term retention, including loyalty programs, post-purchase engagement, and personalized follow-ups.
  • Use customer data and feedback to create targeted campaigns that enhance the customer experience and encourage loyalty.
• Advocacy and Referrals:
  • Build programs and campaigns that encourage satisfied customers to refer others, amplifying organic growth through referral programs and ambassador opportunities.
  • Leverage customer insights and franchise collaboration to promote customer advocacy and drive word-of-mouth marketing.
• Cross-Channel Integration:
  • Ensure marketing efforts across digital, social, email, SMS, PR, and offline channels provide a seamless and unified customer experience.
  • Coordinate campaigns and messaging across channels, optimizing the customer journey through all touchpoints.
• Customer Journey Mapping and Optimization:
  • Lead integrated customer journey modeling and analysis, considering all digital platforms, services, and programs.
  • Continuously identify opportunities for improvement through data insights, customer feedback, and performance metrics, refining strategies to remove friction points.
• Performance Measurement and Reporting:
  • Define and track KPIs to measure the success of marketing efforts across the customer journey, focusing on lead generation, engagement, retention, and loyalty.
  • Report campaign performance and ROI to senior leadership and stakeholders, using data to guide strategic decisions.
• Customer Experience Innovation:
  • Develop and implement integrated marketing and sales strategies by identifying areas of improvement through feedback and analysis.
  • Monitor and benchmark franchise performance, share best practices across the network, and recommend innovative technologies or processes to enhance customer engagement.
  • Stay updated on industry trends to proactively adapt strategies and foster innovation.
• Collaboration and Alignment:
  • Work closely with marketing, operations, technology, and curriculum teams to ensure a consistent, customer-centric approach across all touchpoints.
  • Collaborate with franchisees to align local marketing efforts and tailor solutions to franchise-specific needs, fostering a consistent brand experience.
• Team Leadership:
  • Lead, mentor, and assist high-performing marketing team to integrate all subject matter areas into cohesive programs and initiatives.
  • Foster cross-functional collaboration, providing strategic guidance to team members to drive success and ensure alignment with organizational goals.

Qualifications:

• Bachelor’s degree in Marketing, Business, or related field; MBA preferred.
• 8+ years of experience in integrated marketing, digital, sales, and customer journey management, with a focus on lead generation, conversion, customer retention, and loyalty.
• Proven track record in creating and executing multi-channel campaigns that drive customer acquisition, conversion, loyalty, and advocacy.
• Experience within franchise models, particularly in membership-based or recurring-revenue environments.
• Strong experience with digital and social marketing, CRM platforms, marketing automation, and analytics tools.
• Deep understanding of customer journey management, including technology needs, digital platforms, services, programs, and related data reporting.
• Knowledge of and previous experience with digital marketing technologies, such as Google Analytics, Ads Manager, Search Console, Tag Manager, Meta Ads, Chat, SMS, and Email Marketing.
• Proficiency in cloud-based data solutions and platforms (e.g., AWS, Azure, Google Cloud).
• Expertise in statistical modeling, data mining, predictive analytics, and AI/ML analytics.
• Proven ability to implement and evolve CRM journeys effectively.
• Analytical mindset with expertise in measuring campaign effectiveness, optimizing the customer journey, and driving data-informed decisions.
• Strong data strategy and management experience.
• Proficiency in Google Workspace products.
• Exceptional leadership, communication, and cross-departmental collaboration skills.
• Demonstrated strategic thinking and problem-solving aptitude.
• Strong project management abilities.

Desired Skills and Abilities: 

• Proven leadership ability 
• Excellent written and verbal communication skills 
• Strong organizational skills and attention to detail
• Strong project management, problem-solving & organizational skills
• Solid time management and multi-tasking skills with the ability to self-motivate in a fast-paced environment
• Outgoing personality and teamwork/collaborative orientation
• Experience with Mac-based environment, G-suite, and Asana preferred
• Dedication to living by the company’s Core Values of Golden Experience, Wow! Customer Service, Integrity, Compassion and Trust, Extraordinary Results, and Remembering to Celebrate!

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