Responsibilities

• 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

Requirements

• 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