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.
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.
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.
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.
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: 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.
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