Senior Manager, Digital Marketing

Responsibilities

• Develop, evaluate, and optimize digital advertising strategies, media mix, audience targeting, and campaign structures across all brands at both the national and local levels, with a heavy emphasis on paid search (PPC), display, and paid social platforms including Facebook, Instagram, YouTube, and emerging channels.
• Lead and hold preferred agency partners accountable for campaign execution, optimization, testing, pacing, and performance against established KPIs and business goals.
• Maintain strong hands-on knowledge of major advertising platforms and, when needed, directly build, launch, manage, or optimize campaigns internally to support testing, special initiatives, or evolving business needs.
• Partner cross-functionally with internal marketing, creative, operations, and local marketing teams to develop culturally relevant, compelling advertising creative and landing page experiences informed by campaign performance and consumer behavior.
• Monitor and optimize media performance against established KPIs, historical performance, industry benchmarks, and business goals.
• Stay current on emerging technologies, platforms, advertising capabilities, AI applications, and evolving digital marketing best practices.
• Develop and manage A/B testing plans, document insights, and share relevant learnings across teams and brands to continuously improve performance.
• Evaluate franchisee digital advertising KPIs monthly in partnership with Operations, Local Marketing, and preferred agency partners to:
• Identify underperforming locations and provide strategic recommendations to improve campaign performance.
• Identify top-performing locations and document/share best practices across the system.

Requirements

• Minimum of 8 years of digital performance marketing experience; franchise, multi-location, or agency experience strongly preferred.
• Bachelor’s degree required, ideally in marketing, business, information systems, data science, statistics, or related field.
• Demonstrated experience managing and optimizing paid digital media against CPL, CPA, conversion, and ROI goals.
• Hands-on experience building, launching, and optimizing campaigns directly within major paid media platforms, even when working in an agency-led media model.
• Ability and willingness to execute campaigns internally when needed while primarily serving as the strategic lead and internal owner of agency-managed media programs.
• Strong analytical skills with demonstrated ability to move beyond data collection and translate complex performance data into meaningful insights, recommendations, and business decisions.
• Exceptional presentation and data storytelling skills, with confidence presenting digital performance to franchisees, cross-functional stakeholders, senior leadership, and executive audiences.
• Demonstrated ability to create clear, concise executive summaries that communicate key findings, business impact, and recommended next steps.
• Experience working cross-functionally across marketing, operations, creative, analytics, and/or technology teams.
• Strong relationship-building and communication skills, with the ability to translate complex digital performance data into clear, actionable recommendations for franchisees and internal stakeholders.

Benefits

• Medical
• Dental
• Vision