Franchise Growth & Performance Marketing Manager

The Franchise Growth & Performance Marketing Manager role focuses on elevating franchisee performance, optimizing local marketing, and accelerating customer acquisition across a multi-location network. The position partners with franchise owners and agencies to evaluate performance, identify gaps, and implement practical optimizations that fuel growth.

Position Overview

Our client, a rapidly growing national franchise organization with multiple locations, seeks 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. The successful candidate will collaborate with franchise owners, agency partners, internal leadership, and cross-functional teams to improve results across the acquisition funnel, review campaign reporting, interpret performance data, and translate insights into practical next steps.

Responsibilities

• Act as the franchise-facing marketing performance partner, earning owners' trust by clarifying campaign results, identifying local opportunities, and outlining concrete next steps.
• Analyze local marketing metrics and propose adjustments to boost lead generation, booking performance, show rates, cancellation rates, conversion rates, and customer starts.
• Assist franchise owners in assessing agency recommendations to strengthen local marketing execution decisions.
• Collaborate with regional digital marketing agencies and vendors to raise campaign performance, accountability, and market-level outcomes.
• Identify underperforming franchise markets and suggest corrective actions tied to customer acquisition, local execution, and conversion performance.
• Track core funnel metrics such as lead flow, booking rate, show rate, cancellation rate, conversion rate, acquisition cost, and customer starts.
• Translate performance insights into actionable recommendations for franchise owners, internal stakeholders, and cross-functional teams.
• Collaborate with call center, operations, and sales to identify bottlenecks affecting 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, spend efficiency, franchisee adoption, reporting integrity, and CRM data quality.
• Identify attribution gaps, reporting issues, process breakdowns, and operational barriers that impact marketing ROI.
• Participate in monthly and quarterly vendor reviews focused on KPI performance, optimization priorities, and underperforming markets.
• Reinforce performance expectations across agency partners, franchise owners, and internal teams to drive incremental volume.

Requirements

• Minimum five years in performance marketing, growth marketing, franchise marketing, field marketing, or a closely related discipline.
• Proven performance marketing background with the ability to assess lead generation, funnel metrics, customer acquisition cost, ROI, and campaign optimization.
• Franchise experience is preferred; multi-location or multi-unit experience is required if direct franchise work is not available.
• Experience in healthcare, wellness, QSR/restaurant, home services, or other location-based businesses is preferred.
• Experience collaborating directly with franchise owners, operators, field teams, or multi-unit stakeholders, building trust through clear, practical, data-backed guidance.
• Solid grasp of digital marketing channels, agency reporting, local market execution, and performance improvement.
• Experience partnering with agencies, vendors, or external marketing partners, able to set expectations and influence without direct authority.
• Strong analytical and communication skills, capable of translating performance data into actionable plans and explaining marketing performance clearly.
• Comfort in fast-moving, entrepreneurial or PE-backed environments with ambiguity, competing priorities, and limited structure.
• Ability to move quickly, work independently, and make sound recommendations with minimal guidance.
• Willingness to travel for market visits, location support, franchisee meetings, and performance reviews.

Technologies

Salesforce is the primary CRM platform referenced for this role.

Preferred Technical Experience

• Salesforce or comparable CRM platforms.
• Marketing attribution and reporting tools.
• Dashboard development for 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.

Benefits

• Health insurance
• Paid time off

Compensation and Location

Salary: USD 90,000 - 115,000 per year. Location: Charlotte, NC, hybrid work arrangement.