Franchise Development Marketing Manager

Responsibilities

• You'll own the entire FranDev marketing engine as one connected system. You'll leverage an agency to help build and run channel plans, but the strategy is yours. You set the direction, brief the agency, and hold them accountable to performance. That requires real fluency in every channel yourself. You need to know enough to challenge a media plan, spot a weak funnel, and course-correct when the numbers move the wrong way. The agency executes, but you own the outcome.
• Paid media is a core lever, but it works alongside content, SEO, email nurture, 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 FranDev 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 them clearly, reviewing their 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, not defer to it
• - 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 and to the Global team in Milan
• - Aligning messaging and positioning across every channel so the candidate experience is consistent
• - Partnering with the FranDev sales team on lead handoff, quality, and pipeline velocity

Requirements

• 7+ 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

Preferred

• Franchise or multi-location marketing experience preferred

Benefits

• Health insurance
• Opportunity for advancement
• Paid time off
• Parental leave
• Training & development
• Vision insurance
• 401(k)
• 401(k) matching
• Bonus based on performance
• Company parties