Responsibilities

• Overall: - Develop and execute proactive and reactive media strategies, positioning the company and its brands as industry leaders – separately in consumer and business press. - Build and maintain strong relationships with key media outlets, influencers, and industry leaders to generate positive press coverage. - Oversee the creation of press materials, including press releases, media kits, and pitch strategies separately in consumer and business press. - Manage and optimize the team’s workflow, ensuring deadlines, budgets, and campaign goals are met. - Collaborate with franchisees to provide guidance, tools, and resources to ensure they are aligned with national and local communications strategies for local market activations. - Track, analyze, and report on the effectiveness of all Communications efforts, adjusting strategies as needed based on data and feedback.
• Executive, Event & Corporate: - Oversee executive communications, including speechwriting, presentations, and thought leadership content for key leaders. - Oversee special event strategy aimed at building franchisee and employee engagement for the organization and its brands. These meetings include, but are not limited to franchise conferences, webinars, town halls, and leadership meetings, large franchise recruitment (sales) events
• Franchise Engagement: - Provides communications strategic counsel to brand teams, communicating and engaging with franchisees across brands. - Understand key franchisees to better inform franchisee communications and engagements strategies and initiatives. - Own the development and execution of franchisee communications across all Xponential Fitness brands. - Collaborate with centralized Operations, Brands, Marketing and Enterprise teams to deliver tactical communications on operational procedures, training, marketing and digital initiatives - Produce and distribute on a regular cadence: engaging communications highlighting company initiatives, marketing campaigns, executive leadership updates, operational enhancements, studio success stories, and business performance. - Partner with executive leadership to communicate organizational announcements, personnel changes, strategic initiatives, and company milestones. - Ensure communications are timely, consistent, transparent, and aligned with corporate messaging. - Manage outside agency to create communication calendars and editorial plans that keep franchisees informed without overwhelming them.
• Franchise Development & Positioning: - Skillfully positions Xponential Fitness brands to prospective franchisee owners as excellent business opportunities - Manages communication strategy through trade and business publications as well as social media platforms with consistent, relevant Xponential and brand stories - Feeds pipeline of business development channels: LinkedIn, business trades, local and regional feature stories - Leads development of “Discovery Day” materials to excite and nurture franchisee prospects
• Public Relations: - Develop and execute integrated public relations strategies that increase awareness of Xponential Fitness and its portfolio of boutique fitness brands. - Build and maintain strong relationships with journalists, editors, producers, influencers, and media outlets across consumer, business, fitness, wellness, and franchise trade media. - Partnering with Xponential’s outside agency, secure high-quality earned media placements that support brand awareness, new studio openings, executive thought leadership, franchise development, product launches, partnerships, and company milestones. - Together with Xponential’s outside agency, draft press releases, media pitches, executive messaging, fact sheets, Q&A documents, and media briefing materials.Coordinate media interviews and prepare executives and brand leaders with talking points andinterview guidance. - Monitor industry trends, competitor activity, and media coverage to identify opportunities and emerging issues. - Track and report PR performance using media monitoring and measurement tools.

Requirements

• Bachelor’s degree in Public Relations, Communications, Journalism, Marketing, or a related field.
• 12-15 years of experience in public relations, corporate communications, and franchisee communications
• Experience working within retail, hospitality, fitness, or multi-location consumer brands is strongly preferred.
• Experience managing executive communications and internal communications programs.
• Experience securing earned media coverage in consumer, business, and trade publications.
• Exceptional writing, editing, storytelling, and verbal communication skills.
• Strong media relationships and demonstrated success pitching national and regional media.
• Ability to manage multiple brands, projects, and deadlines simultaneously.
• Highly organized with exceptional attention to detail.
• Familiarity with media monitoring and PR measurement platforms such as Cision, Meltwater, or Muck Rack is a plus.

Preferred

• Preferred Attributes
• Experience in boutique fitness strongly preferred.
• Experience in community-driven or membership businesses.
• Growth mindset and proactive work style.