Field Marketing Specialist

Self Esteem Brands, LLC, parent company of Anytime Fitness, Waxing the City, Basecamp Fitness, The Bar Method, and Stronger U, is seeking an experienced and passionate professional to join our talented Marketing?team as a Field Marketing Specialist for Waxing the City. At Self Esteem Brands, we offer a fun, fast growing, inspirational culture that incorporates a flexible, hybrid work schedule. 

Overview: 

As a Field Marketing Specialist at Waxing the City, you'll spearhead the strategic planning, execution, and continuous refinement of localized marketing initiatives and pilot programs. Your mission is to help drive traffic and sales, both for established and new studio locations. Collaborating with operators across the US, you'll provide expert guidance in crafting and implementing effective local marketing strategies. Working under the guidance of the Senior Director of Marketing, you'll play a pivotal role in executing dynamic marketing plans, employing a test-and-learn approach to identify and scale successful tactics. This role requires adept coordination of cross-functional efforts, close collaboration with local studios, and the adept management of designated vendor and agency relationships. 

Purpose/Impact: (Duties & Essential Functions) 

Field Marketing Process and Structure (25% of role) 

• Create, implement, and continually optimize the local marketing toolkit to support market-level conversion and brand awareness/consideration goals 

• Work with cross-functional teams and leadership to refine and implement processes, tools and programs including new franchisee training, local marketing campaigns, education and communications (i.e. Workplace), reporting processes and more 

• Collaborate with SEB local marketing team to identify and promote best practices and success models, tailoring to Waxing the City operations 

• Identify and share industry trends and help monitor competition 

• Develop standardized processes for planning and implementing pilot local marketing programs to support innovation initiatives

• Proactively address and resolve inquiries from franchisees, employing a systematic approach to identify recurring issues and implement strategic solutions at their source 

• Serve as a brand advocate by representing the Waxing the City brand perspective in working teams 

Planning & Implementation (75% of role) 

• Cultivate a solid understanding of Waxing the City target consumer and become their advocate across local marketing, pilot initiatives and cross-functional teams 

• Partner with media team to understand and track local adoption of paid media tactics and ROAS 

• Partner with Brand Marketing to influence creative brief deliverables, and collaborate closely with creative teams to develop materials and templates for local marketing initiatives  

• Guide and support franchise owners and local marketing managers in developing and executing local marketing plans/behaviors that will help drive traffic to their studio locations

• Collaborate closely with internal operations, field, communications and marketing teams on an ongoing basis

• Help owners and managers translate marketing insights and best practices to their local operation through standardized resources and ongoing communications (email, Workplace, webinars, etc.)

• Help develop and execute standardized messaging and promotional strategies for all studio locations (including pre- and post-opening materials)

• Advise on local marketing budgets

• Track and communicate performance including return on marketing investment while providing recommendations to maximize spending 

Strengths:  

• Track record for developing, planning, and executing successful local field marketing programs to achieve marketing and sales objectives 

• Curiosity, interest in trying new things, comfort with ambiguity and ability to execute test and learn pilots 

• Creative mind with ability to adapt overall brand strategy into tangible localized activities and events 

• Deep customer-service orientation, interest in coaching others 

• Strong project management skills and ability to multitask while working in a fast-paced environment 

• Ability to take initiative, problem-solve and work independently 

• Strong organizational skills with great attention to detail 

• Financial acumen and budget management experience, ability to manage and track related marketing spend to optimize return on investment 

• Outstanding interpersonal skills to build and maintain relationships with internal teams, external vendors, and franchisees 

Background: 

• Minimum of 3 years of experience in marketing, promotions, or advertising 

• Beauty or wellness industry experience a plus

• Knowledge in both traditional and digital marketing, including field marketing and community engagement 

• Strong preference for franchise experience in a marketing role—ideally at least 1 year working with regional/national multi-unit chains 

• Bachelor's degree or an equivalent combination of education and experience 

What’s in it for you:

• Medical, Dental and Vision Coverage
• Unlimited Time off 
• 401(K) Savings Plan
• Paid Parental Leave
• Coaching & Therapy Sessions
• Brand Discounts & Reimbursements
• Professional Development Opportunities