Senior Director of Marketing

Position Overview

The Senior Director of Marketing is responsible for driving guest acquisition and accelerating growth across existing and new Hiatus locations. This role leads the execution of Hiatus' integrated marketing strategy, ensuring every marketing initiative translates into measurable business results.

This leader oversees field marketing, digital marketing, monthly campaigns, and new spa opening strategies to consistently increase new guest acquisition, grow membership and Med Spa conversion, and successfully launch new locations.

Success in this role is measured by business outcomes- not marketing activity. The ideal candidate is a highly analytical, results-driven leader with exceptional execution, develops high-performing teams, and continuously optimizes marketing performance through data, testing, and innovation.

Key Responsibilities

Leadership & Performance

• Develop and lead a high-performing digital and field marketing team.

• Create clear goals, accountability, and performance expectations across the team.

• Foster a culture of innovation, collaboration, speed, ownership, and continuous improvement.

• Monitor key performance metrics and continuously optimize marketing effectiveness, efficiency, and profitability.

• Partner closely with Operations to ensure marketing strategies support the needs of each spa and local market.

Field Marketing Leadership

• Develop and lead Field Marketing Managers across the Dallas, Houston, and San Antonio markets.

• Build scalable local marketing strategies that drive awareness, traffic, and membership growth.

• Ensure each FMM executes consistent, high-impact community marketing initiatives, and support Spa Managers with local marketing strategies that increase guest acquisition and community engagement including Local partnerships, Community events, Influencer relationships, Corporate wellness partnerships, Local public relations, Spa-specific marketing initiatives, Grand opening execution.

Digital Marketing & Guest Acquisition

• Lead the company's digital marketing strategy across all acquisition channels.

• Oversee Website strategy and optimization, SEO, Paid search, Paid social, Organic social media, Email marketing, SMS marketing, CRM marketing automation

• Continuously improve digital performance through testing, analytics, audience segmentation, and optimization.

• Manage agency relationships and external marketing partners to ensure exceptional execution and measurable results.

CRM & Lifecycle Marketing

• Oversee guest acquisition and lifecycle marketing strategies that move guests from first visit through membership and Med Spa engagement.

• Develop automated campaigns that support:New guest nurturing, Membership conversion, Membership churn prevention, Med Spa conversion, Cross conversion, Re-engagement, Win-back campaigns, Referral initiatives

• Continuously improve automation performance while creating seamless guest communication throughout the guest journey.

Campaign Strategy

• Develop integrated monthly marketing campaigns that capitalize on holidays, seasonal trends, and key business opportunities.

• Create promotional calendars that support revenue goals while maintaining the integrity of the Hiatus brand.

• Ensure campaigns are executed consistently across all channels.

New Spa Openings

• Develop and execute comprehensive marketing strategies for every new spa opening.

• Lead all phases of new location marketing, including: Pre-opening awareness campaigns, Founding Membership campaigns, Community partnerships, Influencer outreach, VIP events, Grand opening events, Local marketing activation, First 90-day ramp strategy.

• Ensure every new location opens with strong brand awareness, achieves founding membership goals, and reaches visit and revenue target projections.

What Success Looks Like

This leader consistently delivers measurable growth by bringing more new guests through the door, increasing membership and Med Spa conversion, strengthening local market performance, and ensuring every new Hiatus location launches successfully. They build a scalable marketing organization that combines data-driven decision making, exceptional execution, and innovative thinking to support Hiatus' continued expansion.

Success Metrics

The Senior Director of Marketing will be evaluated on measurable business performance, including:

Guest Growth

• New guest acquisition

• Cost per acquisition (CAC)

Membership & Med Spa Growth

• Membership conversion

• Med Spa conversion

• Cross conversion

• Revenue generated through CRM campaigns

New Spa Openings

• Founding Membership goals

• Achievement of monthly visit goals

• Speed to revenue ramp

• 90-day performance against forecast

Digital Performance

• Website conversion rate

• Organic website traffic

• SEO performance

• Paid media performance

• Email engagement

• SMS engagement

• Lead generation

Leadership

• Team engagement and development

• Execution quality

• Budget management

• Cross-functional partnership

• Continuous improvement of marketing systems and processes