Manager of Franchise Development Marketing

Manager of Marketing, Franchise Development will own franchise development marketing as an individual contributor within the broader marketing organization. This is a hybrid strategist-operator role. The role requires a strategic marketing approach to integrate, full-funnel marketing strategy for franchise recruitment and drive execution, working through an agency partner while staying close enough to determine overall strategy. This is a hands on role, so you'll need to be equally comfortable setting direction and rolling up your sleeves, while connecting into the wider marketing and franchise development functions for collaboration, resources, brand alignment, and cross-brand initiatives.

Paid media is a core lever, alongside content, SEO, email, landing page experience, PR, events, brand positioning, and sales enablement. Your role is to align these efforts to maximize ROI-ensuring we achieve our lead generation and sales conversion targets.

Specific responsibilities include:

Building an integrated Franchise Development marketing strategy that connects paid, organic, content, lifecycle, and brand into one funnel with shared goals

Directing an agency partner on media planning and execution, briefing, reviewing plans critically, and holding them accountable to performance targets

Maintaining enough hands-on command of paid media (Google Search, PMax, LinkedIn, Meta) and analytics to lead the agency relationship with authority

Developing the candidate journey end to end: awareness content, landing pages, nurture sequences, and conversion optimization

Owning lead volume, CPL, lead-to-close, and pipeline metrics, with regular reporting to leadership

Aligning messaging and positioning across every channel so the candidate experience is consistent

Partnering with the Franchise Development sales team on lead handoff, quality, and pipeline velocity

Coordinating with the central marketing team on brand standards, shared tools, and cross-brand initiatives

Managing the marketing technology and data infrastructure that ties channels together and attributes results

Qualifications

5+ years in integrated marketing, demand generation, or franchise development marketing

Proven ability to build a multi-channel strategy and direct an agency to execute it

Strong working knowledge of paid media platforms (Google Ads, LinkedIn, Meta) and marketing analytics, enough to lead and challenge agency work

Track record hitting lead volume and cost-per-lead targets

Experience managing agency relationships and holding vendors accountable to performance

Strong analytical skills; fluency connecting marketing activity to business outcomes

Self-starter who operates independently while collaborating across a broader team

Franchise or multi-location marketing experience preferred

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