Marketing Manager

Benefits:

• 401(k)
• Dental insurance
• Flexible schedule
• Health insurance
• Paid time off
• Parental leave
• Vision insurance

At Tutu School, we believe in magic! Creating it for children through enchanting ballet classes and for entrepreneurs through a business model built on creativity, community, and joy.

We're a growing network of boutique ballet schools serving children ages 6 months to 8 years old across the U.S., Canada, and U.K., and we're looking for a strategic, creative, and collaborative Marketing Manager to help tell our story, strengthen our brand, and support the continued growth of our franchise system.

who we are

Founded in 2008, Tutu School has grown into a thriving franchise community of more than 125 locations dedicated to bringing the joy of ballet to children in a way that celebrates imagination over perfection.

As a franchise-based business, we believe great marketing does more than generate awareness. It creates connection. Every campaign, social post, studio opening, partnership, and marketing resource should help families discover the magic of Tutu School while giving franchise owners the confidence and tools they need to grow thriving businesses.

The Marketing Manager plays an important role in making that happen.

about the role

You will be responsible for driving the day-to-day marketing function forward — turning strategy into plans, plans into execution, and results into continuous improvement.

This role blends strategy, creativity, education, project management, and collaboration. You'll help shape and execute national marketing initiatives, oversee our social media and content efforts, support franchise owners with practical resources and ongoing marketing education, and ensure the magic happening inside our classrooms is reflected in how we tell the Tutu School story.

You'll work closely with leadership, franchise owners, our Curriculum team, agency and vendor partners, and creative collaborators to ensure our marketing remains joyful, consistent, effective, and distinctly Tutu as we continue to grow.

what you'll do

• Lead the planning and execution of integrated marketing campaigns that build brand awareness, drive enrollment, and support overall business growth.
• Serve as a day-to-day guardian of the Tutu School brand, ensuring consistency across national and local marketing channels.
• Partner closely with the Curriculum team to translate the magic, developmental benefits, and intentionality of the Tutu School curriculum into compelling parent-facing marketing and storytelling.
• Oversee the development of marketing resources, toolkits, campaigns, and templates that empower franchise owners to market confidently and consistently in their local communities.
• Support leading ongoing marketing training for new locations following New Owner Training, helping owners translate their initial education into strong local marketing plans as they prepare to open and grow their schools.
• Manage the annual marketing calendar and coordinate cross-functional initiatives across Marketing, Curriculum, Franchise Support, Franchise Development, and Operations.
• Own the ongoing optimization of Tutu School's CRM ecosystem, including customer segmentation, lifecycle communications, automated journeys, retention and re-engagement campaigns, and opportunities to improve conversion and engagement.
• Collaborate with the Head of Marketing and Marketing Assistant on strategic brand partnerships that expand awareness, strengthen brand affinity, and create value for both Tutu School HQ and our franchise network.
• Manage relationships with marketing vendors and agency partners, including establishing expectations, reviewing performance, monitoring results, and identifying opportunities to improve effectiveness and ROI.
• Oversee Tutu School's organic social media strategy and execution
• Own the execution and ongoing development of Tutu School's LinkedIn presence, including brand storytelling, franchise growth, thought leadership, company milestones, and culture-focused content.
• Own the ongoing optimization of Tutu School's CRM ecosystem, including customer segmentation, lifecycle communications, automated journeys, retention and re-engagement campaigns, and opportunities to improve conversion and engagement.
• Develop and execute monthly marketing emails and communications for the franchise network, providing owners with timely campaigns, resources, best practices, and actionable marketing guidance.
• Oversee content strategy and support some of the content development across social media, email, blogs, website content, and other brand touchpoints.
• Partner with designers, photographers, videographers, agencies, and other creative collaborators to bring campaigns and ideas to life.
• Collaborate with digital advertising partners to support national and local paid marketing initiatives.
• Monitor key marketing KPIs across acquisition, engagement, conversion, retention, CRM, social, and campaign performance; regularly communicate results, insights, and recommended actions to leadership.
• Identify ways to continuously improve marketing systems, workflows, processes, and creative execution as the franchise system scales.
• Partner closely with Franchise Support, Franchise Development, Curriculum, Operations, and Executive Leadership to create a seamless experience for franchise owners and families. Including interfacing with franchise owners.
• Partner with Learning & Development to ensure marketing education, resources, and best practices are thoughtfully integrated into franchisee training and ongoing development.
• Partner closely with and report to Tutu School's Head of Marketing, translating strategic direction into clear priorities, plans, and execution while serving as the day-to-day leader of the marketing function

what makes you a great fit?

• 5+ years of experience in brand marketing, franchise marketing, integrated marketing, or a related field
• Experience with CRM platforms, email marketing, social media management tools, and marketing analytics
• Comfortable operating with a high degree of ownership and autonomy, making sound day-to-day marketing decisions and knowing when to elevate strategic questions or decisions to leadership.
• Experience managing marketing campaigns from strategy through execution
• Strong understanding of content marketing, social media, email marketing, and brand storytelling
• Experience managing agency, vendor, or external partner relationships with an eye toward performance and accountability
• Strong project management skills with the ability to balance multiple priorities, stakeholders, and deadlines
• Exceptional written and verbal communication skills
• Comfortable presenting, training, and translating marketing strategy into practical guidance for franchise owners
• A collaborative mindset and the ability to build strong relationships across departments and with external partners
• Demonstrated ability to lead through influence across cross-functional stakeholders and external partners, with the potential to directly manage and develop team members as the marketing function grows
• Comfortable using data and marketing insights to inform decisions and improve performance
• Passion for building meaningful brands that create memorable customer experiences
• Highly organized, proactive, resourceful, and naturally curious

bonus points if you have:

• Franchise or multi-location marketing experience
• Experience supporting new location openings or grand opening marketing
• Experience managing social media or content teams
• Experience with Meta and Google Ads both at a national franchise level and local franchisee level
• Experience developing or managing strategic brand partnerships
• A love of storytelling, community-building, and creating joyful experiences

position details

LOCATION:
Remote or in-person (Tutu School HQ is located in Chicago, IL)

HOURS:
Full-time, salaried position with flexibility as needed

COMPENSATION:
Competitive salary with room to grow alongside our expanding brand

BENEFITS:
PTO, paid holidays, health insurance, 401(k), paid maternity leave

why you'll love it here

• Help shape the future of a growing, mission-driven brand
• Play a meaningful role in translating the magic of our curriculum and classroom experience into the stories families see and hear
• Work alongside a collaborative team that values creativity, curiosity, and continuous improvement
• Support entrepreneurs who are making a meaningful impact in their communities
• Build partnerships and marketing programs that can make an impact across an international franchise network
• Bring joyful ideas to life while helping more families discover the magic of Tutu School
• Enjoy flexibility, ownership, and opportunities to grow your career alongside a scaling franchise system

If you're energized by building brands people love, supporting entrepreneurs, and turning thoughtful strategy into marketing that makes an impact, we'd love to hear from you.

Let's make magic together.

This is a remote position.