Brand Marketing Director

Five Star Franchising is seeking an experienced and proactive Brand Marketing Director to spearhead franchisee marketing efforts for one of our premier brands. Reporting directly to the VP of Marketing and working closely with the Brand President and the in-house marketing team, this dynamic leader will play a key role in driving marketing success at both the brand and franchisee levels.

The ideal candidate will be adept at training and guiding franchisees, diagnosing marketing challenges, and implementing innovative programs, processes, and systems to boost lead generation and overall brand growth.

• Collaborate with franchise owners to develop and implement comprehensive local marketing plans.
• Manage franchisee marketing budgets, ensuring alignment with business goals while optimizing performance.
• Analyze campaign results, helping franchisees understand key metrics such as ROI, ROAS, and profit/loss projections.
• Oversee and refine the franchisee onboarding process for marketing.
• Provide ongoing training and support to franchisees, ensuring they are equipped to meet marketing objectives.
• Address franchisee concerns, providing timely resolutions and actionable guidance.
• Analyze business performance metrics, including sales figures, to refine marketing strategies.
• Partner with franchisees and the central marketing team to develop impactful content, including rich EAT (Expertise, Authoritativeness, and Trustworthiness) content.
• Conduct market research and customer persona development, collaborating with leadership to establish positioning and messaging.
• Monitor market trends and competitor activities, recommending updates to the marketing strategy as needed.
• Contribute to high-level decision-making regarding brand fund budgets and overarching strategies.
• Maintain and enhance brand image, ensuring alignment with messaging, positioning, and PR strategies.
• Identify new target audiences, lead sources, and effective mediums for franchise marketing.
• Deploy and optimize marketing tools, systems, and processes designated by the company.

Experience & Qualifications:

• 5+ years of marketing experience, with preference for franchise marketing or industry-specific expertise.
• Proven track record in managing budgets and marketing performance metrics.
• Strong leadership, communication, and interpersonal skills.
• Familiarity with marketing analytics and tools, including SEO, paid ads, and performance tracking.
• Experience with content creation and creative marketing strategies.

Key Business Metrics & KPIs:

• Leads: Marketing-qualified leads, sales-qualified leads, lead-to-sales conversion rate, cost per lead, and ROI.
• SEO: Organic traffic, lead volume, sales volume, engagement, and share of voice.
• Ads: Traffic, lead volume, sales volume, ROAS, cost per lead, and impression share.
• Financial: Marketing costs as a percentage of revenue, average unit volume, and YOY budget growth.

Expected Outcomes:

• Consistent franchisee sales performance reporting.
• Franchisee budget plans and expenditures aligned with yearly goals.
• Regular franchisee communication through system-wide and individual meetings.
• Contributions to strategic brand initiatives and overall growth.

Soft Skills:
The ideal candidate will demonstrate:

• Exceptional attention to detail and versatility.
• The ability to lead and influence teams and stakeholders effectively.
• Strong collaboration skills across diverse teams, vendors, and franchisees.
• The ability to manage multiple projects and adapt to varying audiences and marketing channels.
• Self-awareness to leverage resources and collaborate where needed.

Why Join Five Star Franchising?
We are a dynamic franchising organization committed to empowering our franchisees and driving brand success. If you're a results-driven marketing professional with a passion for collaboration and innovation, we want to hear from you.