Principal Working Relationships:
Marketing, Sales, Franchise Brands & Vendor Partners
Position Summary
A global leader in franchise development known for growing emerging concepts into national and global brands, is looking to hire a dynamic, results-driven Marketing Manager/Director in its Alexandria, VA office.  The Marketing Manager will oversee the B2B marketing plan for each of his/her portfolio brands, focusing on innovative strategies to generate new franchisee leads and nurture existing lead via targeted email marketing campaigns and digital marketing. Additionally, the Marketing Manager will work closely with franchise brand partners/owners/stakeholders and other agency partners to leverage the brand’s consumer marketing strategy to increase leads and drive unit-level sales.  He/she is responsible for analyzing the effectiveness of campaigns by identifying key performance indicators, collecting and analyzing data and reporting on campaign success.Â
The ideal candidate will be a voracious consumer of news and the ability to communicate what makes a good story to increase performance; a curious researcher not afraid to dig for a good angle and a collaborative associate who will team up with colleagues to develop an integrated plan to target potential new leads. Â
This is a full-time position reporting directly to the CEO. Â
Marketing Manager Responsibilities:
- Develop, manage and execute the B2B marketing plan for each franchise brand to support its overarching brand marketing plan (including targets, goals, KPIs)
- Oversee the email marketing campaigns focused on lead generation, nurture and drip campaigns – and entire digital journey of a franchise prospect from general inquiry to deal closure
- Identify potential new targets and create a plan to bring them into the sales funnel Â
- Research, prospect, build, maintain an up-to-date Lead Referral Agent plan, collect, analyze and report on the success and activities of each agent, regularly present new options that will engage more qualified independent sales agents
- Recommend consumer marketing initiatives to support unit-level sales and growth and brand awareness; outline goals and metrics for success; measure qualitative and quantitative results of all marketing programs
- Update company website including content updates to brand landing pages, brand’s social media channels and reviews to ensure positive guest sentiment, blog content and schedule of content calendar
- Oversee social media content and communications strategy in collaboration with Director of Communications and outside agency partnerÂ
- Coordinate activities with the franchise brands’ marketing and public relations teams to support their respective missions, ensuring consistency in voice, and cultivating an engaged social media community.
- Manage the content strategy for multi-platform storytelling, present a point of view across social and digital channels to align with multi-marketing initiatives
- Ongoing communication with sales representatives on marketing’s initiatives + campaigns; provide operations teams with program / promotion recap summaries including sales results
- Identify storytelling opportunities for PR agency to generate steady drumbeat of media/press coverage on behalf of brands at both the local and national levelÂ
- Visit restaurant brand teams/locations regularly to remain current on Operations, marketing efforts and storytelling opportunities
- Event coordination on behalf of the organization and its brands including relevant conferences, trade shows, etc.
- Onboard new portfolio brands with marketing startup toolkit, resource recommendation and ongoing strategic marketing counselÂ
- Train new Marketing Managers
Skills, Knowledge, and Abilities:
- Minimum of 4 years’ experience in B2B and/or B2C marketing; marketing, franchise experience a plus
- Proven track record in developing and executing effective marketing campaigns that drive results
- Excellent interpersonal skills and strong written communications skills including the ability to draft email marketing, blogs, social media copy, and press release writing
- Proficient in Hubspot or Salesforce or other CRM platforms
- Ability to understand, analyze and report on results of campaigns including lead generation, revenue, etc.
- Self-motivated, resourceful, solutions-oriented, organized and ability to prioritize projects
- Strategic thinker; nimble and responds quickly and positively to changeÂ
- Interested in and available to travel (required)
- Strong commitment to and passion for growing emerging brands; especially within various spaces
- Expert use of all social media platforms including Facebook, Twitter, Instagram, TikTok, LinkedIn and experience in content strategy, community management, scheduling and monitoring tools
- Analytical and problem-solving skills for coming up with ideas to increase demand for franchise brands
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