Local Marketing Manager - Waxing the City

Responsibilities

• Proactive Franchisee Performance Management
• Spend roughly 20-25 hours per week in 1:1 performance conversations with franchisees, coaching on paid media, Google Business Profile, local SEO/AEO, and reviews.
• Maintain a studio performance tiering model that flags underperformers early and defines the level of support each tier receives.
• Diagnose root causes across paid media, local search, reviews, and in-studio conversion, and build action plans with clear owners, timelines, and targets.
• Partner with shared services paid media specialists, analytics, and operations/field teams on targeted interventions, and measure lift.
• Identify what top-performing studios do differently and turn it into repeatable playbooks.
• Digital Marketing & Local Media
• Serve as a subject matter expert on local digital marketing, including paid search, paid social, Google Business Profile, local SEO/AEO, and reviews and reputation management.
• Translate national programs into local execution with the digital marketing team, and feed field insights back into channel strategy.
• Stay current on platform changes, AI tools, and emerging tactics, and pilot new approaches before scaling system-wide.

Requirements

• Bachelor’s degree in marketing, communications, or related field.
• 5+ years of experience in digital, performance, or local marketing, including at least 2 years in a franchise or multi-unit environment.
• Working knowledge of paid search and paid social strong enough to evaluate performance, explain strategy to business owners, and partner with media specialists.
• Strong working knowledge of local SEO, Google Business Profile, and review management.
• Track record of improving location-level business results, with metrics to show for it.
• Familiarity with Google Ads, Meta Ads Manager, Google Analytics, and Google Business Profile.
• Ability to travel as needed (up to 8-10x a year) for team meetings, regional conferences, and franchisee site visits.

Preferred

• Google Ads and/or Meta Blueprint certification a plus.

Benefits

• Medical, Dental and Vision Coverage
• Hybrid Work Environment
• Life and Disability Insurance
• Unlimited Time off + Paid Holidays
• Flexible Friday's between Memorial Day and Labor Day
• 401(K) Savings Plan Matching at 4%
• 10 Coaching and Therapy sessions
• Mental Health Benefits
• Brand Discounts & Reimbursements
• In-house workout facilities