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.
All Tutu School® locations are independently owned and operated by third-party franchisees. Franchisees, not Tutu School Franchises, LLC., are responsible for all hiring and personnel matters at their individual locations.