Director of Performance Marketing

The Director of Performance Marketing leads the strategy, planning, and execution of paid media initiatives to support guest and service growth for Massage Envy franchised locations. This role is accountable for performance across paid search, programmatic, paid social, and emerging media channels, ensuring campaigns are insight-driven, continuously optimized, and aligned to business and franchise growth objectives.

As a key leader within the franchisor marketing organization, this role ensures performance marketing programs are designed to be executable, measurable, and effective across the franchise markets.  The Director partners cross-functionally with Creative, Brand, Digital, Analytics, and Local Marketing teams, and works closely with agency and media partners to develop innovative, test-and-learn media strategies. This role leads and develops the social team, overseeing both paid social campaigns and organic social content, while collaborating closely with internal creative teams to ensure high-performing, on-brand campaign execution.

Essential Functions:

• Lead development and execution of performance marketing strategies and campaigns to drive guest and service growth across franchise locations.
• Oversee planning, development, and optimization of paid media programs across paid search, paid social, and emerging digital channels to support brand initiatives and marketing performance. 
• Lead, develop, and manage a high-performing performance marketing and social media team, including goal setting, coaching, performance management, and career development. 
• Build team capabilities in performance strategy, media optimization, analytics, and franchise system marketing to support evolving business needs and marketing innovation.
• Establish clear roles, processes, and performance expectations to ensure efficient execution, strong cross-functional collaboration, and consistent delivery of results. 
• Partner with Brand, Creative, and Local Marketing to translate brand strategy into high-performance marketing campaigns. 
• Provide data-driven creative and media optimization recommendations that improve performance while ensuring brand standards and franchise system consistency is maintained. 
• Lead test-and-learn media strategies, including testing across creative, audiences, channels, landing experience, and media mix to continuously improve systemwide performance. 
• Partner with marketing teams to ensure media activation aligns with brand strategy, seasonal campaigns, and enterprise marketing priorities. 
• Lead regular performance reviews and business insights reporting, delivering actionable recommendations to corporate leadership and franchise stakeholders. 
• Partner with Analytics and Digital teams to evolve measurement frameworks and attribution models that reflect both national brand impact and local franchise performance.
• Ensure accurate campaign tracking and data integrity through proper implementation of tracking URLs, pixels, platform integrations, and attribution tools.
• Leads performance marketing creative briefing and serves as the primary performance marketing stakeholder for creative review and approval decisions, ensuring creative aligns with performance objectives, brand standards and can be effectively deployed across franchise markets.
• Support development and ongoing refinement of franchise-facing local media playbooks, audience strategies, and quarterly media guidance to enable consistent and effective local execution. 
• Collaborate cross-functionally with Brand, Digital, Creative, Franchise/Local Marketing, and Analytics to ensure alignment across enterprise and local marketing initiatives.
• Lead and manage agency partner relationships, ensuring strategic alignment, innovation, performance accountability, and cost efficiency 
• Stay current on industry trends, platform changes, and emerging technologies to continuously evolve performance marketing strategies within a franchise business model.    
• May perform other duties as are necessary for the proper execution of performance marketing and duties as assigned by VP, Omnichannel Marketing
• May support broader omnichannel or franchise marketing initiatives as assigned by VP, Omnichannel Marketing. 

Education, Experience and Skills:

• 10+ years’ experience in media strategy, planning, or performance marketing: agency experience preferred
• Experience supporting multi-unit, franchise, or distributed business models strongly preferred. 
• Demonstrated experience developing performance marketing strategies that support both enterprise brand goals and local marketing execution
• Strong digital media experience including paid search, paid social, programmatic, and performance creative strategy
• Experience supporting or influencing organic social content strategy in partnership with brand and content teams
• Proven ability to link marketing strategies to measurable financial and operational outcomes, including franchisee ROI
• Experience leading and developing high-performing teams
• Strong strategic thinking, problem solving, and process design skills
• Excellent time management and prioritization skills in a fast-paced environment
• Strong interpersonal skills with the ability to build relationships with leadership, cross-functional teams, franchisees, and external partners
• Strong written and verbal communication skills with ability to translate complex performance data into clear business recommendations
• Ability to travel up to 25% of the time.
• Bachelor’s degree required.

Massage Envy Franchise LLC Benefits  

Hybrid work model 

In addition to a great work environment, Massage Envy Franchise LLC offers Medical, Dental and Vision Benefits.  Paid Life Insurance and 401K, generous paid  holidays, vacation, and sick time.  

At Massage Envy Franchising, LLC, we believe in helping people feel their best through total body care—a mission that touches everyone. And we know that investing in uniquely talented, fiercely passionate people is the key to achieving it. We work hard, we have fun, which is a key part of helping employees feel their best!    

Massage Envy Franchising, LLC is an equal opportunity employer committed to diversity and inclusion in the workplace. We provide equal employment opportunities to all employees and applicants for employment without regard to race, color, religion, sex, national origin, sexual origin, age, disability, genetic information, pregnancy, or any other protected characteristic outlined by federal, state, or local laws.