Responsibilities

• Integrated Marketing Strategy: Develop and implement comprehensive marketing programs, seasonal campaigns and tactics that align with brand strategy and industry trends, while activating marketing experiences along the consumer journey.
• Work with our agency of record to drive breakthrough creative initiatives to enhance brand identity, consumer experiences, and brand innovation.
• Manage the National Ad Fund and evaluate marketing investments and programs based on business objectives and target consumer segments to optimize resource allocation and ROI for assigned brands.
• Customized Local Marketing Plan Execution: Lead individual local performance marketing efforts, with effective group and 1:1 coaching, to optimize local marketing programs and support franchise owners in growing their businesses.
• Develop and oversee execution of integrated annual marketing plans, customized for each franchise owner, with channel/tactic mix, and preferred programs/vendors that align with customer journey and marketing funnel stages.
• Oversee the onboarding and successful ramp of new franchise owners to break-even, with recurring local performance marketing coaching.
• Leadership and Team Development: Manage and mentor dedicated local performance marketing team member(s), guiding them to deliver on our marketing mission and NEI vision.
• Leverage resources across the Marketing Center of Excellence teams (i.e., Digital, PR, CRM, Creative, Analytics), cross-functional partners (Franchise Development, IT, Legal, Accounting), and external resources (agencies, vendors) to execute the marketing strategy.
• Oversee development of marketing content for brand conferences, meetings, and other key events, including monthly e-newsletter and the training and communication platforms.
• Lead the marketing presentation for franchise advisory council meetings, town halls and other key franchise facing events.