Paid Social Media Specialist - Franchise Development

Paid Social Media Specialist Franchise Development | Marketing & Digital Performance
Based in Indianapolis, IN or San Antonio, TX
The Paid Social Media Specialist is responsible for driving qualified franchise leads, website traffic, and franchise sales pipeline growth through targeted, budget-controlled paid social media campaigns.
This role focuses on leveraging platforms like Meta (Facebook/Instagram), TikTok, and LinkedIn to attract high-quality prospective franchise partners, generate inbound interest, and convert that interest into actionable leads for the franchise development team.
Working at the intersection of marketing, analytics, and franchise development, this role directly impacts Steak 'n Shake's growth by ensuring marketing investments produce high-quality candidates and measurable pipeline results.
What You'll Do Plan, launch, and optimize paid social campaigns designed to generate qualified franchise leads
Build and manage campaigns across Meta Ads Manager, TikTok Ads, and LinkedIn Campaign Manager and similar platforms
Develop targeted audience strategies to reach prospective franchise owners based on demographics, interests, and behaviors
Optimize campaigns to drive website traffic to franchise landing pages and lead capture funnels
Develop and execute paid media strategies focused on lead generation and conversion across the franchise development funnel
Optimize the full funnelfrom ad click to landing page to lead submissionto improve conversion rates
Partner with franchise development to align targeting with ideal candidate profiles (financial qualifications, geography, experience)
Manage and allocate advertising budgets to maximize Return on Ad Spend (ROAS) and minimize Cost Per Lead (CPL)
Continuously optimize campaigns to improve conversion rates, lead quality, and cost efficiency
Scale high-performing campaigns while maintaining disciplined budget control
Analyze campaign performance using key metrics including CPL, CPA, CTR, CPC, conversion rates, and ROAS
Track and report on lead volume, lead quality, and pipeline contribution
Provide regular performance updates with actionable insights to improve campaign effectiveness and lead generation outcomes
Partner with franchise development to connect marketing performance to pipeline progression and signed franchise agreements
Design and execute A/B tests across ad creatives, messaging, audience targeting, and landing pages
Continuously refine campaigns to improve lead quality, conversion rates, and cost efficiency
Collaborate with internal teams or external partners to develop compelling, conversion-focused ad creative
Craft messaging that resonates with prospective franchisees, highlighting the value proposition, financial opportunity, and brand strength
Ensure all creative aligns with brand standards while driving engagement and action
Utilize tools such as Meta Pixel, Google Tag Manager, and Google Analytics to track user behavior and lead conversions
Ensure accurate tracking, attribution, and reporting of lead generation performance
Implement retargeting strategies to re-engage interested prospects and improve conversion rates
What You Bring 25+ years of experience managing paid social media campaigns focused on lead generation and conversion
Proven track record of driving qualified leads and measurable pipeline results
Hands-on experience with Meta Ads Manager, TikTok Ads, and LinkedIn Campaign Manager
Strong understanding of performance marketing metrics including Cost Per Lead (CPL), Cost Per Acquisition (CPA), CTR, CPC, conversion rates, and ROAS
Proficiency in Microsoft Excel and familiarity with Google Analytics and tracking tools
Strong analytical skills with the ability to optimize campaigns based on performance data
Ability to write compelling, conversion-focused ad copy tailored to target audiences
Highly detail-oriented with strong organizational and problem-solving skills
Comfortable working in a fast-paced, results-driven environment
Demonstrates ownership, accountability, and a performance mindset
Preferred Qualifications Experience in franchise development, lead generation, or B2B marketing
Experience in multi-unit, retail, or QSR environments
Certifications such as Meta Blueprint or Google Ads Certification
Experience with landing page optimization and conversion rate optimization (CRO)
Familiarity with CRM systems and lead tracking processes
Basic video editing or creative development experience for digital ads
Steak 'n Shake is focused on accelerating franchise growth through disciplined, performance-driven marketing. In this role, you will directly influence how marketing investments translate into qualified franchise candidates and signed agreements.
This is a high-impact role where success is clearly measurableyou'll own the engine that fuels franchise growth.
We use eVerify to confirm U.S. Employment eligibility. We run background checks on all new hires in this position.