Vice President, Digital Marketing & Paid Media

Who We Are

Xponential Fitness is one of the largest global franchisors of health and wellness brands. The portfolio of brands includes Club Pilates, the nation's largest Pilates brand; CycleBar, the nation's largest indoor cycling brand; StretchLab, a concept offering one-on-one and group stretching services; YogaSix, the largest franchised yoga brand; Pure Barre, a total body workout that uses the ballet barre to perform small isometric movements; Rumble, a boxing-inspired full-body workout; BFT, a functional training and strength-based fitness program; and Lindora, a metabolic health brand. Through the Company’s eight brands and the On-Demand virtual platform, XPLUS, Xponential Fitness continues to push its mission forward to make health and wellness accessible to everyone.

Position Overview
The Vice President of Digital Marketing and Paid Media is responsible for developing, executing, and optimizing integrated digital marketing and media strategies to drive business growth, brand visibility, and customer engagement. This role oversees agency management, leads performance marketing initiatives, and ensures all paid media campaigns-particularly digital-are optimized for measurable success. The VP will also own the digital ecosystem, including app, website, loyalty program, and CRM, to deliver seamless, data-driven customer experiences and maximize ROI across the marketing funnel. The ideal candidate brings deep expertise in both awareness and conversion-driven campaigns, a robust understanding of paid digital media channels, and a proven track record of delivering measurable results in a fast-paced environment.

Responsibilities

• Lead the development and execution of integrated media and digital marketing strategies across all channels, with a deep understanding of digital (including programmatic, display, paid social, CTV, OTT, and emerging platforms).
• Oversee the digital customer experience across the company’s owned digital channels, including app and website, ensuring alignment with brand objectives and optimal user journeys.
• Drive the strategy, implementation, and ongoing optimization of the loyalty program, leveraging data and insights to increase customer retention and lifetime value.
• Map & understand the consumer path to purchase, which includes owning the CRM strategy and execution including segmentation, lifecycle marketing, personalization, and automated campaigns to nurture leads and deepen customer relationships.
• Manage relationships with external agencies, ensuring alignment with KPIs and maximizing ROI.
• Oversee performance marketing, including paid search, paid social, programmatic, and affiliate marketing, with a focus on maximizing conversion, revenue, and customer acquisition.
• Collaborate with product, technology, and creative teams to ensure the app, website, and digital campaigns deliver cohesive and effective brand experiences.
• Review, analyze, and report on digital and media metrics and KPIs, providing actionable insights and recommendations for continuous improvement.
• Stay abreast of industry trends, emerging platforms, and best practices across digital marketing, CRM, loyalty, and paid media to maintain a competitive edge.
• Manage media and digital marketing budgets, ensuring efficient allocation of resources and adherence to financial targets.
• Lead the planning, execution, and optimization of integrated campaigns across digital channels, with a strong emphasis on conversion-focused and data-driven strategies.
• Manage and mentor team.

Pay Range: $180,000- $250,000

Benefits:

• Medical, Dental and Vision benefits
• This role is eligible for a monthly cell phone allowance
• Empower is our 401k company. We offer Traditional and Roth 401k plans. Employer match is 4% and starts matching at the beginning of year 2. Your 401k would be fully vested at the start of year 3
• Complimentary corporate memberships to XPLUS and XPASS
• Discounts on retail brand merchandise- up to 30% off wholesale price
• On-site gym 
• On Campus Amenities: Reborn Coffee Shop, Hangar 24, Mini Putting Green, Basketball Court, Bird Sanctuary, Car Washing Services (M/W), Dry Cleaning Services

Xponential Fitness LLC provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity, or expression, or any other characteristic protected by federal, state, or local laws.

Qualifications

• Bachelor’s degree in marketing, business, or a related field.
• 12+ years of experience in digital marketing, media planning/buying, and/or performance marketing, with at least 5 years in a leadership role, particularly in digital marketing.
• Demonstrated experience managing and optimizing digital platforms, including websites, mobile apps, loyalty programs, and CRM systems.
• Strong analytical skills with experience in media measurement, attribution, customer segmentation, and data-driven decision making.
• Advanced knowledge of paid media (including Google and Meta), digital marketing tech stacks, and a strategic mindset for media mix planning tailored to brand objectives and audience insights.
• Proven success in developing and scaling CRM and loyalty initiatives that drive customer engagement and revenue growth.
• Exceptional leadership, communication, and interpersonal skills.
• Proven ability to thrive in a dynamic, fast-paced environment and manage multiple priorities.
• Experience as a media agency or in-house digital marketing/media leader with a track record of leading digital campaigns and delivering measurable results in conversion and revenue growth.