Responsibilities

• Lead, coach and develop direct reports through clear expectations, ongoing feedback, thoughtful delegation and development, leveraging a project management system to track progress.
• Own recruitment marketing strategy and campaign planning to attract qualified prospective franchise owners and advance them through the lead funnel.
• Lead website strategy for recruitment and consumer sites, including user journeys, content, landing pages, conversion-rate optimization, lead capture and ongoing performance.
• Drive strategy, priorities, and performance goals for paid search, paid and organic social and SEO/AEO; manage and hold third-party execution partners accountable for results.
• Own lead-generation, lead-management and nurturing strategy from initial inquiry through conversion, ensuring a cohesive prospect experience.
• Lead CRM, lead management strategy including segmentation, workflows, automations and nurture journeys; provide strategic direction to the third-party partner responsible for implementation.
• Produce monthly lead reporting and analysis, including lead volume, source and campaign, conversion rates, velocity, social media; identify trends and recommend actions to improve performance.
• Develop and lead the webinar strategy to generate and nurture leads; partner with subject-matter experts on content, presentation readiness, follow-up and performance measurement.
• Maintain tracking for websites, webinars and marketing support activity, ensuring reliable data.
• Collaborate with the in-house creative team to develop assets, landing pages, and messaging.

Requirements

• Bachelor's degree in marketing, communications or related field required.
• At least 5 years of marketing experience, including experience managing and developing people.
• Expertise in demand generation, lead nurturing and conversion optimization.
• Demonstrated ability to lead strategy for paid search, paid social and SEO. Familiarity with AEO is strongly preferred.
• Experience directing agencies or third-party partners, translating business goals into clear strategies.
• Strong knowledge of Google analytics, website strategy, landing-page optimization, and lead generation.
• Working knowledge of CRM-based lead management (HubSpot a plus), including segmentation, workflows, automations and nurture programs; able to lead strategy even when implementation is handled by a partner.
• Experience building monthly reporting and translating data.
• Experience with an email marketing or marketing automation platform is a plus.
• Proficiency in Microsoft Office, Google Workspace, and presentation skills.

Preferred

• Familiarity with AEO is strongly preferred
• Knowledge of the cruise, travel or franchise industry is a plus
• HubSpot experience is a plus

Benefits

• Comprehensive medical, dental, and vision coverage
• Company-paid life and disability insurance
• 401(k) with discretionary company match
• Paid time off and holidays
• Travel discounts and employee perks
• Employee Assistance Program (EAP)
• Professional development and learning opportunities