Job description

The Vice President of Marketing will be the primary architect of the brand’s growth engine. You are responsible for two distinct funnels: • Consumer Growth: Driving high-intent traffic and recurring revenue for our 200+ multi-unit franchise locations. • Franchise Development: Positioning the brand to attract high-net-worth multi-unit developers and institutional investors. You are a "Performance Marketer" at heart but a "Systems Builder" by trade. You don't just launch campaigns; you build the playbooks that allow a first-time franchisee to achieve breakeven in record time. Key Responsibilities 1. Franchisee Performance & Lead Gen • Local Store Marketing (LSM): Develop "Business-in-a-Box" marketing toolkits that franchisees can execute with 0% guesswork. • Customer Acquisition Cost (CAC) Management: Monitor and optimize unit-level CAC to ensure franchisee profitability remains above target margins. • New Store Openings (NSO): Own the "Grand Opening" playbook. 2. Brand Infrastructure & Technology • MarTech Stack: Manage the integration of CRM, POS (e.g., Toast/NCR), and Loyalty programs to provide a 360-degree view of the customer. • Digital Footprint: Oversee SEO/SEM, local listings management (Yelp/Google Business), and the brand’s social media presence. • Reputation Management: Scale systems for monitoring and responding to NPS and customer reviews across all regions. 3. Franchise Development Marketing • Authority Building: Position the CEO and Brand as thought leaders through PR, awards (Franchise 500, etc.), and industry speaking engagements. • Lead Sourcing: Execute targeted B2B campaigns to attract "Sophisticated Operators" and Private Equity-backed groups. Core Competencies & "Non-Negotiables" • The "Coach/Player" Mindset: You are comfortable presenting to a Board of Directors on Monday and troubleshooting a franchisee's Facebook Ad Manager on Tuesday. • Data Rigor: You live in the "Leading Indicators." You can spot a 10% drop in top-of-funnel leads and deploy a recovery plan before it hits the monthly P&L. • Franchise EQ: You understand the "Servant Leadership" required to influence franchisees who are independent business owners, not corporate employees. Experience & Qualifications • Experience: 10+ years in Marketing, with at least 5 years in a Franchise environment (QSR, Fast Casual, or Service-based). • Scale: Proven track record of scaling a brand from [50 to 200+] units. • Education: MBA preferred, but "street-cred" in building high-growth franchise systems is prioritized. • Tech Savvy: Expert-level knowledge of CRM automation, BI tools (Tableau/PowerBI), and performance marketing platforms.

Requirements

Must-haves

The Vice President of Marketing will be the primary architect of the brand’s growth engine. You are responsible for two distinct funnels:
Consumer Growth: Driving high-intent traffic and recurring revenue for our 200+ multi-unit franchise locations.
Franchise Development: Positioning the brand to attract high-net-worth multi-unit developers and institutional investors.
You are a "Performance Marketer" at heart but a "Systems Builder" by trade. You don't just launch campaigns; you build the playbooks that allow a first-time franchisee to achieve breakeven in record time.
Franchisee Performance & Lead Gen
Local Store Marketing (LSM): Develop "Business-in-a-Box" marketing toolkits that franchisees can execute with 0% guesswork.
Customer Acquisition Cost (CAC) Management: Monitor and optimize unit-level CAC to ensure franchisee profitability remains above target margins.
New Store Openings (NSO): Own the "Grand Opening" playbook.
Brand Infrastructure & Technology
MarTech Stack: Manage the integration of CRM, POS (e.g., Toast/NCR), and Loyalty programs to provide a 360-degree view of the customer.
Digital Footprint: Oversee SEO/SEM, local listings management (Yelp/Google Business), and the brand’s social media presence.
Reputation Management: Scale systems for monitoring and responding to NPS and customer reviews across all regions.
Franchise Development Marketing
Authority Building: Position the CEO and Brand as thought leaders through PR, awards (Franchise 500, etc.), and industry speaking engagements.
Lead Sourcing: Execute targeted B2B campaigns to attract "Sophisticated Operators" and Private Equity-backed groups.
Core Competencies & "Non-Negotiables"
The "Coach/Player" Mindset: You are comfortable presenting to a Board of Directors on Monday and troubleshooting a franchisee's Facebook Ad Manager on Tuesday.
Data Rigor: You live in the "Leading Indicators." You can spot a 10% drop in top-of-funnel leads and deploy a recovery plan before it hits the monthly P&L.
Franchise EQ: You understand the "Servant Leadership" required to influence franchisees who are independent business owners, not corporate employees.
Experience & Qualifications
Experience: 10+ years in Marketing, with at least 5 years in a Franchise environment (QSR, Fast Casual, or Service-based).
Scale: Proven track record of scaling a brand from [50 to 200+] units.
Tech Savvy: Expert-level knowledge of CRM automation, BI tools (Tableau/PowerBI), and performance marketing platforms.

Nice-to-haves

Education: MBA preferred, but "street-cred" in building high-growth franchise systems is prioritized.

Application prep

Use the role’s language and application details while tailoring your materials.

Platform: jazzhr
Effort: medium