Field Marketing Manager
COWBOY CHICKEN, Dallas, TX, United States
Reports To:
Chief Marketing Officer (CMO)
FLSA Status:
Exempt
Employment Type:
Full-Time
Work Location:
Hybrid
Travel Requirement:
Up to 50% — primarily Texas; occasional out-of-state
Direct Reports:
None
POSITION SUMMARY The Field Marketing Manager is responsible for developing and executing regional marketing strategies that drive same-store sales, increase brand visibility, and increase guest traffic across Cowboy Chicken franchise and corporate locations.
Reporting directly to the Chief Marketing Officer, this role serves as the critical link between corporate marketing strategy and restaurant-level execution. The Field Marketing Manager partners closely with franchisees, operators, and regional stakeholders to translate national campaigns into locally relevant programs that deliver measurable results.
This role leads Local Store Marketing (LSM), community engagement, grand openings, and regional brand-building initiatives. The ideal candidate combines strong strategic thinking with hands‑on execution and thrives in a fast‑paced, relationship‑driven franchise environment.
You will support 19 restaurants across 6 markets, partnering closely with franchisees and operations leaders to execute localized marketing strategies.
Success in this role will be measured by the ability to drive measurable improvements in same‑store sales, guest traffic, and local brand awareness across assigned markets.
KEY RESPONSIBILITIES Strategic Planning & Regional Marketing
Develop and implement data‑driven regional marketing plans aligned with sales goals to drive guest traffic and revenue growth
Translate national brand campaigns into locally relevant marketing programs tailored to each market’s competitive landscape and guest demographics
Lead Local Store Marketing (LSM) initiatives for assigned markets, identifying opportunities to increase trial, frequency, and community engagement
Analyze store‑level performance metrics including guest traffic, promotion redemption, loyalty engagement, and channel mix to identify growth opportunities
Coordinate test market initiatives, monitor results, and provide actionable insights and recommendations to the CMO
Monitor competitive activity and marketplace trends to inform marketing strategy and identify growth opportunities
Partner with the digital marketing team to optimize local search presence, Google Business listings, and localized paid media campaigns
Identify opportunities for geo‑targeted digital campaigns to support store‑level traffic initiatives
Partner with regional operations leaders to align marketing initiatives with operational priorities and store performance goals
Event & Campaign Management
Lead the planning and execution of local marketing activations including grand openings, store anniversaries, competitive intrusion, sponsorships, festivals, and community events
Develop and execute marketing plans for new restaurant openings, including pre‑opening awareness campaigns and opening‑week traffic‑driving initiatives
Create scalable event playbooks that can be replicated across the system while allowing for local customization
Coordinate logistics with franchisees, vendors, agencies, and operations teams to ensure successful execution of all events and activations
Evaluate event performance and provide post‑event reporting with key insights and recommendations
Franchisee & Operator Partnership
Serve as the primary marketing partner and advisor for assigned franchisees and operators
Conduct regular in‑market visits and structured check‑ins to review marketing performance and identify opportunities for growth
Educate franchisees on brand standards, marketing tools, and Local Store Marketing best practices
Collaborate with franchisees to develop local marketing action plans that support their sales objectives
Provide guidance on off‑brand marketing requests and recommend alternatives that maintain brand integrity
Local Brand Awareness & Community Engagement
Build relationships with Chambers of Commerce, community organizations, and local business groups in each market
Represent Cowboy Chicken at ribbon cuttings, local business events, and civic initiatives
Identify and activate local sponsorships, fundraising partnerships, and community events that align with brand values
Identify opportunities for local media exposure, influencer partnerships, and community storytelling to increase brand visibility
Oversee physical signage assets at the market level including directional signage, promotional signage, and event materials
Manage highway DOT sign programs including permitting, messaging strategy, and vendor relationships
Budget & ROI Ownership
Manage and track local marketing budgets for assigned markets
Evaluate marketing initiatives based on performance metrics including guest traffic, promotional performance, and return on investment
Develop business cases and cost‑benefit analyses for local marketing initiatives and franchisee participation programs
Provide regular reporting to the CMO with insights, performance trends, and recommendations for future initiatives
Content, Messaging & Brand Standards
Collaborate with the corporate marketing team to localize marketing campaigns and ensure messaging resonates within regional markets
Ensure all local marketing materials meet brand standards for voice, design, and compliance
Coordinate with agencies and vendors on the production and fulfillment of local marketing assets
Capture local content opportunities during market visits and events to support social media storytelling and brand visibility
Supporting Marketing Systems
Assist with POS‑related marketing requests including promotional setup coordination, testing and troubleshooting with the IT team
Provide first‑line support for Loyalty program questions from individual locations, escalating complex issues when needed
Maintain accurate documentation of market visits, Local Store Marketing initiatives, and campaign results
This role focuses on in‑market brand growth and Local Store Marketing initiatives while partnering with the Off‑Premises team that manages catering and third‑party delivery strategy
Support ad hoc marketing initiatives and strategic projects as directed by the CMO
QUALIFICATIONS Education Bachelor’s degree in marketing, Business, Communications, or a related field required
Experience
3–5+ years of field marketing, regional marketing, or Local Store Marketing experience in a restaurant, retail, or franchise environment
Demonstrated success building and executing marketing programs that drive measurable traffic and sales results
Experience working directly with franchisees or multi‑unit operators strongly preferred
Experience with grand openings, community marketing, and event‑based activations preferred
Familiarity with restaurant marketing platforms such as Paytronix, OLO, Bikky, or similar systems is a plus
Strategic thinker with the ability to execute tactically
Strong relationship‑building skills with franchisees, operators, and community partners
Excellent project management and organizational skills
Ability to manage multiple markets and marketing initiatives simultaneously
Highly self‑directed and comfortable working in a remote field‑based environment
Financial acumen with the ability to build budgets and evaluate marketing ROI
Strong analytical mindset with experience interpreting traffic, sales, and marketing performance data
Experience working with customer data platforms (CDPs), loyalty platforms, or marketing automation tools
Ability to translate marketing insights into operational action plans with restaurant teams
Strong written and verbal communication skills with attention to brand voice and messaging
Proficiency in Microsoft Office (Word, Excel, PowerPoint); familiarity with CRM or project management tools is a plus
Valid driver’s license and reliable transportation required
Ability to attend evening and weekend events as needed for openings and community activations
Passion for hospitality, community engagement, and the Cowboy Chicken brand
What Success Looks Like in This Role
Increased same‑store sales and guest traffic in assigned markets
Successful grand openings with strong first 90‑day sales performance
Consistent execution of local marketing playbooks across franchise markets
Strong relationships with franchisees and operations leaders
Measurable ROI from local marketing programs
This job description describes the general nature and level of work expected of this position. It is not intended to be an exhaustive list of responsibilities, duties, or qualifications. Cowboy Chicken reserves the right to modify responsibilities as business needs evolve.
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Chief Marketing Officer (CMO)
FLSA Status:
Exempt
Employment Type:
Full-Time
Work Location:
Hybrid
Travel Requirement:
Up to 50% — primarily Texas; occasional out-of-state
Direct Reports:
None
POSITION SUMMARY The Field Marketing Manager is responsible for developing and executing regional marketing strategies that drive same-store sales, increase brand visibility, and increase guest traffic across Cowboy Chicken franchise and corporate locations.
Reporting directly to the Chief Marketing Officer, this role serves as the critical link between corporate marketing strategy and restaurant-level execution. The Field Marketing Manager partners closely with franchisees, operators, and regional stakeholders to translate national campaigns into locally relevant programs that deliver measurable results.
This role leads Local Store Marketing (LSM), community engagement, grand openings, and regional brand-building initiatives. The ideal candidate combines strong strategic thinking with hands‑on execution and thrives in a fast‑paced, relationship‑driven franchise environment.
You will support 19 restaurants across 6 markets, partnering closely with franchisees and operations leaders to execute localized marketing strategies.
Success in this role will be measured by the ability to drive measurable improvements in same‑store sales, guest traffic, and local brand awareness across assigned markets.
KEY RESPONSIBILITIES Strategic Planning & Regional Marketing
Develop and implement data‑driven regional marketing plans aligned with sales goals to drive guest traffic and revenue growth
Translate national brand campaigns into locally relevant marketing programs tailored to each market’s competitive landscape and guest demographics
Lead Local Store Marketing (LSM) initiatives for assigned markets, identifying opportunities to increase trial, frequency, and community engagement
Analyze store‑level performance metrics including guest traffic, promotion redemption, loyalty engagement, and channel mix to identify growth opportunities
Coordinate test market initiatives, monitor results, and provide actionable insights and recommendations to the CMO
Monitor competitive activity and marketplace trends to inform marketing strategy and identify growth opportunities
Partner with the digital marketing team to optimize local search presence, Google Business listings, and localized paid media campaigns
Identify opportunities for geo‑targeted digital campaigns to support store‑level traffic initiatives
Partner with regional operations leaders to align marketing initiatives with operational priorities and store performance goals
Event & Campaign Management
Lead the planning and execution of local marketing activations including grand openings, store anniversaries, competitive intrusion, sponsorships, festivals, and community events
Develop and execute marketing plans for new restaurant openings, including pre‑opening awareness campaigns and opening‑week traffic‑driving initiatives
Create scalable event playbooks that can be replicated across the system while allowing for local customization
Coordinate logistics with franchisees, vendors, agencies, and operations teams to ensure successful execution of all events and activations
Evaluate event performance and provide post‑event reporting with key insights and recommendations
Franchisee & Operator Partnership
Serve as the primary marketing partner and advisor for assigned franchisees and operators
Conduct regular in‑market visits and structured check‑ins to review marketing performance and identify opportunities for growth
Educate franchisees on brand standards, marketing tools, and Local Store Marketing best practices
Collaborate with franchisees to develop local marketing action plans that support their sales objectives
Provide guidance on off‑brand marketing requests and recommend alternatives that maintain brand integrity
Local Brand Awareness & Community Engagement
Build relationships with Chambers of Commerce, community organizations, and local business groups in each market
Represent Cowboy Chicken at ribbon cuttings, local business events, and civic initiatives
Identify and activate local sponsorships, fundraising partnerships, and community events that align with brand values
Identify opportunities for local media exposure, influencer partnerships, and community storytelling to increase brand visibility
Oversee physical signage assets at the market level including directional signage, promotional signage, and event materials
Manage highway DOT sign programs including permitting, messaging strategy, and vendor relationships
Budget & ROI Ownership
Manage and track local marketing budgets for assigned markets
Evaluate marketing initiatives based on performance metrics including guest traffic, promotional performance, and return on investment
Develop business cases and cost‑benefit analyses for local marketing initiatives and franchisee participation programs
Provide regular reporting to the CMO with insights, performance trends, and recommendations for future initiatives
Content, Messaging & Brand Standards
Collaborate with the corporate marketing team to localize marketing campaigns and ensure messaging resonates within regional markets
Ensure all local marketing materials meet brand standards for voice, design, and compliance
Coordinate with agencies and vendors on the production and fulfillment of local marketing assets
Capture local content opportunities during market visits and events to support social media storytelling and brand visibility
Supporting Marketing Systems
Assist with POS‑related marketing requests including promotional setup coordination, testing and troubleshooting with the IT team
Provide first‑line support for Loyalty program questions from individual locations, escalating complex issues when needed
Maintain accurate documentation of market visits, Local Store Marketing initiatives, and campaign results
This role focuses on in‑market brand growth and Local Store Marketing initiatives while partnering with the Off‑Premises team that manages catering and third‑party delivery strategy
Support ad hoc marketing initiatives and strategic projects as directed by the CMO
QUALIFICATIONS Education Bachelor’s degree in marketing, Business, Communications, or a related field required
Experience
3–5+ years of field marketing, regional marketing, or Local Store Marketing experience in a restaurant, retail, or franchise environment
Demonstrated success building and executing marketing programs that drive measurable traffic and sales results
Experience working directly with franchisees or multi‑unit operators strongly preferred
Experience with grand openings, community marketing, and event‑based activations preferred
Familiarity with restaurant marketing platforms such as Paytronix, OLO, Bikky, or similar systems is a plus
Strategic thinker with the ability to execute tactically
Strong relationship‑building skills with franchisees, operators, and community partners
Excellent project management and organizational skills
Ability to manage multiple markets and marketing initiatives simultaneously
Highly self‑directed and comfortable working in a remote field‑based environment
Financial acumen with the ability to build budgets and evaluate marketing ROI
Strong analytical mindset with experience interpreting traffic, sales, and marketing performance data
Experience working with customer data platforms (CDPs), loyalty platforms, or marketing automation tools
Ability to translate marketing insights into operational action plans with restaurant teams
Strong written and verbal communication skills with attention to brand voice and messaging
Proficiency in Microsoft Office (Word, Excel, PowerPoint); familiarity with CRM or project management tools is a plus
Valid driver’s license and reliable transportation required
Ability to attend evening and weekend events as needed for openings and community activations
Passion for hospitality, community engagement, and the Cowboy Chicken brand
What Success Looks Like in This Role
Increased same‑store sales and guest traffic in assigned markets
Successful grand openings with strong first 90‑day sales performance
Consistent execution of local marketing playbooks across franchise markets
Strong relationships with franchisees and operations leaders
Measurable ROI from local marketing programs
This job description describes the general nature and level of work expected of this position. It is not intended to be an exhaustive list of responsibilities, duties, or qualifications. Cowboy Chicken reserves the right to modify responsibilities as business needs evolve.
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