📌 Core Information
🔹 Job Title: Field Marketing Director
🔹 Company: Crunch Fitness
🔹 Location: New York, NY
🔹 Job Type: Full-Time, Hybrid (3 days in-office)
🔹 Category: Marketing
🔹 Date Posted: July 8, 2025
🔹 Experience Level: 7+ years (including 3+ years in field/franchise marketing)
🔹 Remote Status: On-site (with flexibility)
🚀 Job Overview
Key aspects of this role include:
- Developing and leading localized marketing strategies to support franchise growth and brand consistency
- Partnering with cross-functional teams, franchisees, and external marketing partners to drive local brand awareness, traffic, and revenue
- Overseeing local media agency network, managing performance, and optimizing campaigns based on KPIs and brand goals
- Aligning local strategies with national creative/media efforts and advising franchisees on effective media spend using centralized agency support
- Leading and mentoring a team of 4, providing strategic direction, coaching, and accountability
ASSUMPTION: This role requires a strategic, results-driven, and collaborative individual who can thrive in a dynamic, fast-paced marketing environment. Strong analytical, organizational, and project management skills are essential for success in this position.
📋 Key Responsibilities
✅ Developing and implementing localized marketing strategies to support franchise growth, brand consistency, and business performance
✅ Supporting the infrastructure and scaling of Crunch’s international master franchisee model
✅ Overseeing local media agency network; managing performance, guiding media tests, and optimizing campaigns based on KPIs and brand goals
✅ Aligning local strategies with national creative/media efforts, advising franchisees on effective media spend using centralized agency support
✅ Leading and mentoring a team of 4; providing strategic direction, coaching, and accountability
✅ Analyzing marketing performance across locations, providing actionable insights and guidance on focus areas and opportunities
✅ Serving as the training lead for local planning recommendations and franchise marketing tools, and to help drive adoption and production
✅ Building and maintaining strong relationships with internal departments (sales, ops, creative, digital) and external franchise partner network
✅ Monitoring franchisee marketing spend and brand requirements, recommending optimizations based on performance data and strategic priorities
✅ Advocating for the needs of the field; ensuring marketing initiatives reflect on-the-ground insights and challenges
ASSUMPTION: This role involves a mix of creative, analytical, and organizational tasks. The ideal candidate will be strategic, results-driven, collaborative, and excited to contribute to a dynamic, fast-paced marketing environment.
🎯 Required Qualifications
Education: Bachelor’s degree in Marketing, Business, Communications, or related field
Experience: 7+ years of marketing experience, including 3+ years in field or franchise marketing; fitness or wellness industry experience preferred
Required Skills:
- Proven success in a multi-location/franchise environment, with familiarity with franchise marketing programs and performance-based planning
- Experience managing teams and cross-functional projects
- Experience working with and leading agency partner relationships
- Strong analytical, organizational, and project management skills
- Excellent communication, presentation, and relationship-building abilities
- Customer-focused, solutions-oriented, and comfortable operating in a fast-paced environment
- Data-driven decision-maker with a passion for brand consistency and local innovation
- Experience with CRM, email marketing, local SEO, and digital advertising platforms (HubSpot and GA4 knowledge a plus)
- Advanced knowledge in Word, Excel, PowerPoint, and reporting tools, with proficiency in marketing analytics and campaign performance reporting
Preferred Skills:
- Experience with HubSpot and GA4
- Fluency in additional languages
ASSUMPTION: The ideal candidate will have a strong background in marketing, with a focus on field or franchise marketing. Experience in the fitness or wellness industry is a plus but not required.
💰 Compensation & Benefits
Salary Range: $125,000 - $150,000 per year (based on industry standards for the role, experience level, and location)
Benefits:
- Generous, flexible paid time off
- 401(k) plan with discretionary matching opportunities
- Comprehensive medical, dental, and vision benefits
- Health savings and flexible spending accounts
- Basic life and AD&D insurance, plus short-term and long-term disability coverage
- Employee Assistance Plan
- Education assistance program
- Free Crunch Gym Membership across all clubs, nationwide
- Milestone Anniversary Recognition program
Working Hours: Full-time, with flexibility for a hybrid work arrangement (3 days in-office)
ASSUMPTION: The salary range provided is an estimate based on industry standards for the role, experience level, and location. The actual salary may vary depending on the candidate's qualifications and the company's internal policies.
📌 Applicant Insights
🔍 Company Context
Industry: Wellness and Fitness Services
Company Size: 1,001-5,000 employees (Large enterprise)
Founded: 1989 (46 years ago)
Company Description:
- Crunch is a health club chain that leads the industry in fusing fitness and entertainment
- Since opening its doors in 1989, Crunch's mission has been to make working out a good time
- Today, Crunch is renowned for creating one-of-a-kind group fitness classes and unique programming for its diverse members
Company Specialties:
- Fitness
- Personal Training
- Retail
- Health
- and Wellness
Company Website: crunch.com
ASSUMPTION: Crunch Fitness is a well-established company in the wellness and fitness services industry, with a strong focus on creating engaging and innovative fitness experiences for its members.
📊 Role Analysis
Career Level: Mid-Senior level (7+ years of experience)
Reporting Structure: Reports directly to the Vice President, Franchise Marketing
Work Arrangement: Hybrid (3 days in-office)
Growth Opportunities:
- Potential to advance within the marketing department or take on additional responsibilities as the franchise network grows
- Opportunities to work on international projects and gain global marketing experience
- Chance to mentor and develop junior marketing team members
ASSUMPTION: This role offers significant growth opportunities for the right candidate, with the potential to advance within the marketing department or take on additional responsibilities as the franchise network grows.
🌍 Location & Work Environment
Office Type: Corporate headquarters (near Grand Central, NYC)
Office Location(s): 22 West 19th Street, 3rd Floor, New York, NY 10011, US
Geographic Context:
- New York City is a major urban center with a diverse population and a thriving job market
- The headquarters office is located near Grand Central, offering easy access to public transportation and nearby amenities
- The city offers a wide range of cultural, entertainment, and dining options
Work Schedule: Full-time, with flexibility for a hybrid work arrangement (3 days in-office)
ASSUMPTION: Working in New York City offers a dynamic and vibrant work environment, with easy access to cultural, entertainment, and dining options. The hybrid work arrangement provides flexibility for a better work-life balance.
💼 Interview & Application Insights
Typical Process:
- Online application review
- Phone or video screen with the hiring manager
- In-person or virtual interview with the hiring team
- Final interview with the Vice President, Franchise Marketing
- Background check and offer
Key Assessment Areas:
- Marketing strategy and planning
- Campaign management and optimization
- Team leadership and mentoring
- Cross-functional collaboration and stakeholder management
- Data analysis and reporting
Application Tips:
- Tailor your resume and cover letter to highlight relevant marketing experience and skills
- Prepare for behavioral interview questions that focus on your marketing strategy, campaign management, and team leadership experience
- Research Crunch Fitness and the fitness industry to demonstrate your understanding of the role and company
- Be prepared to discuss your approach to data-driven decision-making and campaign optimization
- Follow up with the hiring manager after your interview to express your interest in the role
ATS Keywords: Marketing, Strategy, Planning, Campaign Management, Optimization, Team Leadership, Collaboration, Data Analysis, Reporting, Fitness, Franchise, Local Marketing
ASSUMPTION: The interview process for this role will focus on assessing the candidate's marketing strategy, campaign management, and team leadership skills, as well as their understanding of the fitness industry and Crunch Fitness' unique brand.
🛠️ Tools & Technologies
- CRM software (HubSpot preferred)
- Email marketing platforms
- Local SEO tools
- Digital advertising platforms
- Marketing analytics and reporting tools
- Microsoft Office Suite (Word, Excel, PowerPoint)
ASSUMPTION: The ideal candidate will have experience with CRM software, email marketing platforms, local SEO tools, digital advertising platforms, and marketing analytics and reporting tools. Proficiency in Microsoft Office Suite is also required.
👔 Cultural Fit Considerations
Company Values:
- No Judgments: Crunch believes in creating a gym and community for all, without judgment or discrimination
- Make It Fun: Crunch strives to make working out enjoyable and entertaining
- Be Yourself: Crunch encourages employees to bring their unique personalities to work
- Work Hard, Play Hard: Crunch values a strong work ethic and a healthy work-life balance
Work Style:
- Collaborative and team-oriented
- Fast-paced and dynamic
- Data-driven and results-focused
- Creative and innovative
Self-Assessment Questions:
- Do you align with Crunch's core value of "No Judgments"?
- Are you comfortable working in a fast-paced, dynamic environment?
- Do you have a proven track record of driving results through data-driven decision-making?
- Are you able to balance a strong work ethic with a healthy work-life balance?
ASSUMPTION: Crunch Fitness values a diverse and inclusive work environment, with a strong focus on collaboration, creativity, and innovation. Candidates should be comfortable working in a fast-paced, dynamic environment and align with the company's core values.
⚠️ Potential Challenges
- Managing a team remotely and ensuring productivity
- Balancing the needs of franchisees with corporate marketing objectives
- Keeping up with industry trends and best practices in a rapidly evolving marketing landscape
- Managing multiple projects and deadlines simultaneously
- Adapting to changes in the franchise network and marketing strategies
ASSUMPTION: This role presents unique challenges, such as managing a remote team, balancing franchisee needs with corporate objectives, and keeping up with industry trends. The ideal candidate will be adaptable, resilient, and able to thrive in a dynamic and evolving work environment.
📈 Similar Roles Comparison
- Field Marketing Manager vs. Field Marketing Director: The primary difference is the level of responsibility and the size of the team managed. A Field Marketing Director typically oversees a larger team and has more strategic responsibilities than a Field Marketing Manager.
- Franchise Marketing vs. Corporate Marketing: Franchise marketing focuses on supporting and growing franchise networks, while corporate marketing focuses on branding, product marketing, and overall marketing strategy. This role combines both aspects, with a focus on franchise marketing.
- Career Path: This role offers significant growth opportunities, with the potential to advance within the marketing department or take on additional responsibilities as the franchise network grows.
ASSUMPTION: This role combines aspects of field marketing, franchise marketing, and corporate marketing, with a focus on supporting and growing the franchise network. The ideal candidate will have experience in one or more of these areas and be able to adapt to the unique challenges and opportunities presented by this role.
📝 Sample Projects
- Developing and implementing a localized marketing strategy to support the launch of a new franchise location
- Optimizing media spend and campaign performance across the franchise network to maximize ROI
- Creating and delivering training sessions on local planning recommendations and franchise marketing tools
- Conducting market research and analysis to identify trends and opportunities in the local fitness market
ASSUMPTION: These sample projects illustrate the strategic, analytical, and creative aspects of this role. The ideal candidate will have experience in similar projects and be able to apply their skills to the unique challenges and opportunities presented by this role.
❓ Key Questions to Ask During Interview
- Can you describe the current state of the franchise network and the marketing strategies in place?
- How does this role collaborate with other departments, such as sales, operations, creative, and digital?
- What are the key priorities for this role in the first 30, 60, and 90 days?
- How does Crunch support the professional development and growth of its marketing team members?
- What are the biggest challenges facing the franchise network, and how can this role help address them?
ASSUMPTION: These interview questions are designed to help the candidate understand the role's priorities, responsibilities, and growth opportunities, as well as the company's marketing strategies and culture.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight relevant marketing experience and skills
- Prepare for behavioral interview questions that focus on your marketing strategy, campaign management, and team leadership experience
- Research Crunch Fitness and the fitness industry to demonstrate your understanding of the role and company
- Be prepared to discuss your approach to data-driven decision-making and campaign optimization
- Follow up with the hiring manager after your interview to express your interest in the role
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
