Tori Johnston

Lead brand, product marketing, and commercial strategy for a national franchise system, driving growth, customer acquisition, and lifecycle adoption across a $30M+ business.

• Own end-to-end brand and product marketing strategy, overseeing a $30M+ P&L and consistently delivering 20–35% revenue outperformance while improving unit-level economics
• Lead annual and quarterly marketing calendar, translating product, service, and promotional initiatives into integrated campaigns across paid, owned, and in-studio channels
• Drive product marketing and category positioning, developing compelling customer-facing narratives across innovation, pricing, and experience to increase adoption and retention
• Partner cross-functionally with operations, finance, franchisees, and product development to align on product launches, pricing strategy, and systemwide execution
• Scale the business from founder-led locations to a national franchise system with 35 open studios and 150 units in development, establishing a foundation for long-term growth
• Build and optimize a full-funnel growth engine, driving 550+ daily appointments, achieving 3x ROAS, and reducing CAC by 50%
• Architect and manage the marketing technology stack (CRM, lifecycle, paid media, analytics), enabling centralized strategy and performance visibility across the network
• Lead consumer insights and performance analytics, establishing KPI frameworks and leveraging data to inform strategy, optimize campaigns, and improve conversion and monetization
• Drive franchisee alignment and adoption, presenting strategy and performance to stakeholders and ensuring consistent execution across all locations
• Lead, mentor, and develop a high-performing marketing and operations leadership team, fostering a culture of accountability, speed, and performance

Led omnichannel marketing, partnerships, and go-to-market strategy across a multi-location wellness brand, driving brand growth, customer acquisition, and expansion.

• Led omnichannel marketing strategy and execution, driving brand awareness, engagement, and customer acquisition across paid, owned, and retail channels
• Managed a $2M marketing budget, delivering 3x ROAS while optimizing media, partnerships, and promotional investments
• Owned go-to-market strategy and launch execution for new locations, building and scaling a clinic opening playbook to support expansion across the US and Canada
• Developed and executed integrated marketing campaigns, aligning cross-functional teams across brand, operations, and partnerships
• Built and scaled strategic partnerships and brand collaborations with Nike, Lululemon, Hyperice, Erewhon, and Equinox
• Directed agency and vendor ecosystem, ensuring high-quality execution and consistent brand standards across all channels
• Leveraged consumer insights and market analysis to identify growth opportunities, inform strategy, and strengthen competitive positioning

Founding CMO, defining brand positioning, voice, and go-to-market strategy, and leading the brand’s transition into a scalable franchise model

• Drove franchise expansion from 0 to 150 units sold, including international growth through master franchise agreements in Saudi Arabia and Mexico
• Led omnichannel marketing strategy and execution, driving 37% YoY revenue growth (+$12M) and improving acquisition, retention, and overall marketing performance
• Owned go-to-market strategy and marketing calendar, translating product, programming, and promotional initiatives into campaigns that drove 10% increase in client acquisition, 32% increase in retention, and 35% increase in LTV YoY
• Played a key role in scaling the brand and marketing function during Xponential Fitness’s IPO, contributing to enterprise growth, brand positioning, and investor readiness
• Built and led in-house creative and marketing teams, ensuring consistent brand execution across paid, owned, and earned channels
• Developed and executed a long-term growth strategy using customer insights and channel expansion.
• Implemented data-driven decision-making frameworks optimizing channel performance and resource allocation to support scalability across a growing franchise system

• Member of Executive Leadership Team; drove 38% growth ($1.4 Million) YOY.
• Led marketing initiatives, social media platforms, partnerships, PR, digital strategy; managed marketing budget for 52 licensed locations across Asia, Australia, Europe, and North America.
• Coordinated media campaigns and managed content launches for digital platforms on behalf of franchise network

• Drove 20,000+ weekly riders,increasing retention and community-led growth
• Produced 12+ annual brand events spanning retail drops, off-bike experiences, destination events, and touring activations, driving revenue and engagement
• Secured national partnerships with American Express, Lululemon, Smartwater, and Target, partnering cross-functionally to execute integrated campaigns that expanded reach, drove acquisition, and optimized resource allocation
• Led cross-functional teams and campaigns to improve engagement, satisfaction, and in-studio experience and new product adoption
  

• Opened 16 studios across 5 new markets, including first international SoulCycle location in 2017
• Executed international launch strategy for Canadian market, achieving 200% of ridership plan in first 90 days
• Oversaw 20 Million dollar budget management to ensure alignment with company financial goals.
• Led strategic planning initiatives to enhance operational efficiency and member experience.
• Collaborated with cross-functional teams to develop new fitness programs and services for new markets

• Directed marketing strategy and quarterly business goals for 41 studios across East Coast, contributing to 75% of company revenue
• Managed cross-functional teams to execute successful marketing campaigns effectively.
• Developed targeted marketing strategies for community engagement and brand awareness.
• Coordinated promotional events to enhance customer experience and drive participation.

• Spearheaded East Coast marketing, launched DC, Miami, and Boston markets through strategic partnerships and influencer engagement, resulting in record-breaking brand success.
• Developed targeted marketing strategies to promote fitness classes and events.
• Coordinated local community partnerships to enhance brand visibility and engagement.
• Executed promotional campaigns across digital and social media platforms.

• Selected for Ameriprise Financial’s 18-month Leadership Development Program, completing cross-functional rotations across marketing and advertising
• Led coordination across agencies, Creative Services, and internal teams to execute media strategy and deliver on-brand, on-time, compliant campaigns
• Supported launch of national campaigns across TV, print, and digital

Pvolve, Waxxpot, Glowbar & Sage House

• Developed 3-month marketing plan for all franchises, incorporating campaign analysis, vendor reviews, and enhancements to Marketing KPI Dashboard and attribution model.
• Enhanced CRM workflows by refining messaging, timing, and promotions, expanding campaign offerings to improve customer engagement.
• Improved data collection on retention, lifetime value, and member engagement, optimizing advertising attribution and spend.
• Implemented revised pre-sale and grand opening strategies, including a new budget and new lead acquisitions channels