The Director of Growth Marketing is the senior growth leader responsible for the national growth engine driving qualified demand, lead performance, conversion, leasing velocity, and occupancy across the system.
The Director of Growth Marketing will combine strategic growth leadership, strong digital marketing expertise, franchise and multi-unit experience, CRM fluency, analytical rigor, commercial judgment, and exceptional communication skills. This leader must be comfortable moving between executive strategy and performance detail—independently investigating data when needed, challenging assumptions, leading internal and external resources, and converting insights into measurable improvements in qualified demand, conversion, leasing velocity, and occupancy.
Reporting directly to the VP of Marketing, this role operates as a horizontal peer to the Director of Digital Enablement and Director of Marketing Communications and serves as the strategic leader responsible for translating growth opportunities into measurable marketing and business outcomes.
The Director owns growth strategy across the tenant acquisition funnel—from awareness to lead → qualified lead → tour → lease signing → occupancy—leveraging paid media, organic acquisition, localized and geo-targeted marketing, CRM and lifecycle strategies, conversion optimization, and performance insights.
The Director leads capabilities from a growth-performance perspective, partnering with Digital Enablement, the offshore data analyst, internal teams, and external agencies to ensure the systems, data, insights, and execution required to drive growth are available, accurate, and actionable. The Director will balance national strategy with local market execution, developing scalable programs while adapting marketing investment and tactics to market demand, competitive conditions, suite availability, occupancy needs, and franchisee requirements.
TEAM LEADERSHIP
• Senior Manager of Lead Generation — Lead generation analytics, multi-channel acquisition, and lead-generation optimization
• Senior Manager of Lead Optimization — Salesforce, GoHighLevel/marketing automation, lead lifecycle, customer journey workflows, and conversion optimization
• Senior Manager of Website Engagement — SEO, local search, landing pages, website engagement, and conversion
• Lead strategic relationships with external agencies, consultants, technology partners, and marketing vendors.
KEY RESPONSIBILITIES
1. National Growth & Occupancy Strategy
• Develop and own the national suite leasing and tenant acquisition strategy
• Establish a scalable national growth framework that connects demand generation, lead quality, funnel performance, leasing velocity, and occupancy.
• Translate national strategy into localized, market-specific growth plans based on demand, competitive conditions, suite availability, occupancy needs, and market opportunity.
• Partner with Operations and Franchise Support to diagnose local demand-generation and funnel challenges and develop targeted strategies to accelerate lease velocity.
• Own growth marketing budget planning, allocation, forecasting, and performance accountability, ensuring investment is aligned to measurable business outcomes and ROI.
• Partner with Executive Leadership on growth opportunities, market expansion, competitive positioning, and system-wide occupancy strategy.
2. Demand Generation & Local/Geo-Targeted Growth
• Own the growth roadmap across paid media, organic search, local search, directories, social, referrals, local prospecting, and emerging acquisition channels.
• Develop and execute localized, geo-targeted growth marketing initiatives across national, multi-unit, and franchise markets.
• Balance national marketing programs with local market conditions and franchisee needs, adapting channel mix, investment, messaging, and tactics as appropriate.
• Develop strategies for new, underperforming, and expansion markets based on market potential, lead performance, competitive conditions, and occupancy opportunity.
• Monitor beauty, wellness, salon suite, co-working, economic, and competitive trends to identify growth opportunities and threats.
• Evaluate emerging digital, AI, automation, search, and discovery technologies that can improve acquisition efficiency, lead quality, conversion, and marketing productivity.
3. CRM, Funnel & Conversion Strategy
• Own CRM and lifecycle marketing strategy as a growth capability, with particular emphasis on Salesforce and GoHighLevel.
• Guide lead routing, segmentation, scoring, nurture, follow-up, lifecycle management, attribution, and CRM-to-operations workflows to improve lead performance.
• Partner with Digital Enablement and the Lead Optimization team to ensure CRM capabilities support business objectives without assuming day-to-day CRM administration.
• Establish and monitor marketing-to-operations lead-management standards covering speed-to-lead, contact, qualification, tour scheduling, follow-up, and conversion.
• Optimize the full tenant funnel to improve lead quality, lead-to-tour conversion, tour-to-lease conversion, leasing velocity, and occupancy.
• Oversee testing of messaging, audiences, landing pages, nurture journeys, offers, and conversion paths to continuously improve performance.
4. Performance Analytics & Growth Intelligence
• Serve as an analytically sophisticated growth leader capable of independently pulling and interpreting performance data from CRM, advertising, web, call-tracking, and other marketing platforms as needed.
• Lead the offshore data analyst by defining business questions, prioritizing analysis, validating findings, and translating data into strategic recommendations.
• Establish a practical performance framework covering lead volume, lead quality, CPL, CAC, attribution, conversion rates, channel ROI, market-level performance, leasing velocity, and occupancy.
• Identify performance trends, opportunities, anomalies, and root causes and determine their implications for growth strategy and business performance.
• Translate data into clear, actionable recommendations that answer what happened, why it happened, what it means, and what should happen next.
• Develop forecasts, market opportunity assessments, and budget recommendations that inform marketing and business decisions.
• Ensure performance reporting supports decision-making rather than simply measuring activity.
5. Franchisee Enablement & Cross-Functional Leadership
• Serve as the growth marketing leader and strategic resource for franchisees, providing market-specific insights, recommendations, tools, and best practices.
• Develop scalable franchisee marketing playbooks, local marketing resources, and best-practice frameworks that support effective local execution.
• Conduct webinars, conference workshops, training sessions, and other communications that educate franchisees on growth strategy, lead performance, and market opportunities.
• Build trust and influence with franchisees and local operators without direct authority, driving adoption of scalable national marketing strategies.
• Establish feedback loops between franchisees, Operations, Franchise Support, and Marketing to identify market-level opportunities and challenges.
• Collaborate with Digital Enablement and Marketing Communications to align technology, data, automation, messaging, creative, and brand strategy with growth objectives.
• Serve as a strategic advisor to Executive Leadership on acquisition performance, market opportunities, competitive dynamics, and growth strategy.
6. Agency, Vendor & Budget Leadership
• Manage external agencies, consultants, technology partners, and marketing vendors supporting growth objectives.
• Establish clear KPIs, budgets, deliverables, performance expectations, and accountability for external partners.
• Conduct regular performance reviews and optimize agency/vendor relationships based on measurable business impact, scalability, and cost effectiveness.
• Ensure marketing investment is allocated to the channels, markets, and initiatives with the greatest opportunity to improve qualified demand, conversion, occupancy, and ROI.
QUALIFICATIONS
• Bachelor’s degree in Marketing, Business, Communications, Analytics, or a related field required; MBA or advanced degree a plus.
• 8–12+ years of progressive experience in growth marketing, demand generation, digital marketing, performance marketing, or multi-location marketing.
• Minimum 5 years of experience in a senior role within a digital marketing, performance marketing, growth marketing, or integrated marketing agency, with responsibility for developing growth strategies, leading teams and client/business relationships, and delivering measurable acquisition and conversion results.
• Minimum 5 years of progressive managerial experience leading growth marketing, digital marketing, demand generation, or performance marketing teams, including experience managing managers and/or senior-level individual contributors.
• Minimum 5 years of experience managing agencies, consultants, technology partners, and marketing vendors, with accountability for performance, budgets, deliverables, and measurable business outcomes.
• Minimum 3 years of experience leading or managing marketing within a franchisee/franchisor business model, with demonstrated success balancing national strategy and localized franchisee execution.
• Proven track record developing and executing localized, geo-targeted growth marketing initiatives for national, multi-unit, multi-market, or franchise organizations.
• Demonstrated success improving lead generation, lead quality, conversion rates, customer acquisition efficiency, leasing velocity, occupancy, revenue, or comparable business outcomes.
• Proven ability to build and lead high-performing teams across acquisition, lifecycle marketing, conversion optimization, and digital engagement.