Head - Marketing - Franchise Business

A Head of Marketing for a franchise business drives national brand strategy while enabling local franchisees with tailored regional campaigns. They balance corporate brand governance with local unit profitability. This includes managing the central marketing budget, running lead generation programs for franchise sales, and overseeing all digital and traditional advertising.

Key Responsibilities

Franchise Acquisition:

- Develop marketing strategies and collateral to attract new franchisees and drive the overall growth of the franchise network.

Brand Strategy & Governance:

- Maintain consistent brand messaging across all franchise locations, ensuring compliance with brand guidelines while adapting to regional market needs.

Local Store Marketing (LSM):

- Create customizable, plug-and-play marketing toolkits (social media, print, local SEO) for franchisees to drive foot traffic and local sales.

Digital & Performance Marketing:

- Oversee SEO, SEM, paid media, and email campaigns to boost brand awareness and generate high-quality leads for the corporate site and individual franchise locations.

Budget & ROI Management:

- Allocate and track the central marketing budget, measuring the performance of campaigns and ensuring ROI for both corporate and franchisee contributions.

Franchise Relations:

- Serve as the main marketing point of contact for franchise owners, offering training, support, and quarterly business reviews to optimize their local marketing efforts.

Qualifications & Skills Education: Bachelor's degree in Business, Marketing, Communications, or a related field.

Experience: 8+ years in marketing with proven leadership, ideally with 3-5 years specifically in a multi-unit, franchise, or retail business'.

Leadership: Strong cross-functional leadership and stakeholder management skills to align sales, operations, and franchise partner's.

Analytical Mindset: High proficiency in evaluating marketing data, KPI tracking, and CRM tools to prove the value of marketing spend.