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:

1. Consumer Growth: Driving high-intent traffic and recurring revenue for our 200+ multi-unit franchise locations.

2. 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.