FRANCHISE GROWTH & PERFORMANCE MARKETING MANAGER
FULL-TIME | HYBRID | CHARLOTTE, NC
POSITION OVERVIEW:
Our client, a rapidly growing multi-location national franchise organization, is seeking a Franchise Growth & Performance Marketing Manager to improve franchisee performance, local marketing execution, customer acquisition, and growth.
This is a franchise-facing performance marketing role, not a traditional corporate marketing position. The ideal candidate will partner with franchise owners to evaluate local marketing performance, identify gaps, and recommend clear adjustments that drive stronger customer volume.
This person will work closely with franchise owners, agency partners, internal leadership, and cross-functional teams to improve results across the acquisition funnel. They must be able to review campaign reporting, interpret performance data, and turn insights into practical next steps.
JOB DUTIES:
- Serve as a franchise-facing marketing performance partner, building trust with owners by helping them understand campaign performance, local opportunities, and practical next steps.
- Review local marketing reports and recommend adjustments to improve lead generation, booking performance, show rates, cancellation rates, conversion rates, and customer starts.
- Help franchise owners evaluate agency recommendations and make stronger decisions around local marketing execution.
- Partner with regional digital marketing agencies and vendors to improve campaign performance, accountability, and market-level results.
- Identify underperforming franchise markets and recommend corrective actions tied to customer acquisition, local execution, and conversion performance.
- Monitor key funnel metrics, including lead flow, booking rate, show rate, cancellation rate, conversion rate, acquisition cost, and customer start performance.
- Translate performance marketing insights into clear recommendations for franchise owners, internal stakeholders, and cross-functional teams.
- Partner with call center, operations, and sales teams to identify breakdowns impacting lead handling, booking discipline, flow, and conversion.
- Support local grassroots marketing initiatives, market-level growth strategies, location visits, and operational performance reviews as needed.
- Improve visibility into market-level performance trends, marketing spend efficiency, franchisee adoption, reporting integrity, and CRM data quality.
- Flag attribution gaps, reporting issues, process breakdowns, and operational barriers impacting marketing ROI.
- Participate in monthly and quarterly vendor reviews tied to KPI performance, optimization priorities, and underperforming markets.
- Reinforce performance expectations across agency partners, franchise owners, and internal teams to help drive incremental volume.
REQUIREMENTS:
- 5+ years of experience in performance marketing, growth marketing, franchise marketing, field marketing, or a closely related discipline.
- Strong performance marketing background with the ability to understand lead generation, funnel performance, CAC, ROI, and campaign optimization.
- Franchise experience preferred; multi-location or multi-unit experience required if direct franchise experience is not present.
- Experience in healthcare, wellness, QSR/restaurant, home services or other location-based businesses preferred.
- Experience working directly with franchise owners, operators, field teams, or multi-unit stakeholders, with the ability to build trust and credibility through clear, practical, and data-backed guidance.
- Strong understanding of digital marketing channels, agency reporting, local market execution, and performance improvement.
- Experience partnering with agencies, vendors, or external marketing partners, with the ability to set expectations and influence without direct authority.
- Strong analytical and communication skills, with the ability to turn performance data into action plans and explain marketing performance in clear, practical terms.
- Comfort working in a fast-moving, entrepreneurial, or PE-backed environment with ambiguity, competing priorities, and limited structure.
- Able to move quickly, think independently, and make sound recommendations without heavy hand-holding.
- Travel for market visits, location support, franchisee meetings, and performance reviews.
Preferred Technical Experience:
- Salesforce or similar CRM platforms.
- Marketing attribution and reporting tools.
- Dashboard development and market-level performance reporting.
- Paid media reporting across digital and traditional channels.
- Franchisee performance dashboards.
- Call center performance metrics and conversion workflows.
- Agency performance reporting and vendor scorecards.
- Local marketing execution across franchise or multi-location environments.
Travel 20% to 25% for market visits, location visits, franchisee support, and performance reviews.
Pay: $90,000.00 - $115,000.00 per year
Benefits:
- Health insurance
- Paid time off
Work Location: Hybrid remote in Charlotte, NC
