Responsibilities

• Strategic Growth & P&L Alignment: Build and execute the annual multi-channel marketing plan across all locations. Set benchmarks (CAC, LTV, ROAS) and align marketing directly with unit-level P&L success.
• CRM Journey Architecture: Architect automated customer lifecycle journeys for local kitchen bookings, birthday parties, and summer camps. Design email/SMS nurture flows, reactivation triggers, and retention campaigns.
• Paid Media & Agency Management: Own performance marketing across Paid Social (Meta/TikTok) and Search (Google). Manage agency partners, allocate budgets, set ROAS targets, and ensure high-converting creative hooks.
• Website CRO & Funnel Optimization: Lead national website strategy to maximize conversion rates across 40+ location pages. Direct SEO/web development partners in A/B testing and booking flow optimization.
• Local Store Marketing (LSM) & Data-Backed Beta Playbooks: Translate high-level strategy into data-driven playbooks for kitchen owners. Partner with franchisees to pilot and beta-test new marketing initiatives within controlled frameworks before rolling out network-wide.
• Team & Pod Leadership: Lead and mentor our Creative & Brand Marketing Manager (who owns video production, social content, influencer networks, and local toolkits) and agency partners to ensure all creative output fuels core revenue goals.
• Attribution & Dashboards: Build executive dashboards tracking Sales by Source, CPA, LTV, CRM retention rates, and overall ROI for leadership and franchisees.

Requirements

• Experience: 6–10+ years of progressive marketing leadership in a multi-unit, franchise, or multi-location system (fitness, fast-casual, family enrichment, or retail preferred).
• Strategic Architect: You connect brand awareness directly to unit economics, attribution, and customer LTV.
• CRM & Funnel Master: Deep experience in lifecycle email/SMS journeys, automated CRM pipelines (GoHighLevel, HubSpot, ActiveCampaign), and high-converting landing pages.
• Data-Driven & Experimental: You test, measure, and iterate, using hard data to gain franchisee buy-in for new initiatives.
• Performance Media Savvy: Expert at directing paid search/social strategy and managing agencies to strict ROAS targets.

Benefits

• Health insurance
• Paid time off
• Training & development
• Vision insurance
• 401(k) matching
• Competitive salary
• Dental insurance
• Employee discounts
• Schedule: Hybrid (2–3 days/week in Chester, MD HQ; other days remote)
• Health & Wealth: Comprehensive Health Insurance & 401(k) with company match