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Vice President of Marketing - Franchisor
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Job Description
Position Overview
The Vice President of Marketing is a pivotal leadership role responsible for developing and executing a comprehensive marketing strategy that drives brand awareness, franchise development, and systemwide revenue growth. This individual will lead a high-performing team and collaborate with franchisees to ensure the brand remains competitive, innovative, and aligned with customer needs.
Key Responsibilities
Strategic Marketing Leadership
- Develop and implement a cohesive marketing strategy that aligns with the company’s overall growth objectives, including franchise development, customer acquisition, and retention.
- Analyze market trends, customer insights, and competitive dynamics to identify opportunities and inform strategic decisions.
- Oversee brand positioning, messaging, and creative direction to ensure consistency across all channels and touchpoints.
Franchisee Support & Engagement
- Partner with franchisees to create and execute local marketing initiatives that drive customer traffic and sales.
- Provide tools, resources, and training to franchisees, empowering them to implement effective marketing strategies.
- Act as a trusted advisor to franchisees, helping them navigate challenges and capitalize on opportunities.
Digital & Traditional Marketing
- Oversee digital marketing efforts, including paid media, SEO/SEM, social media, email marketing, and website optimization, to drive lead generation and engagement.
- Manage traditional marketing campaigns, including print, TV, radio, and out-of-home advertising, as needed.
- Leverage technology and data analytics to measure campaign effectiveness and continuously optimize marketing efforts.
Franchise Development Marketing
- Collaborate with the franchise sales team to develop marketing strategies and campaigns that attract prospective franchisees.
- Create compelling content, including brochures, presentations, and digital assets, to support franchise recruitment efforts.
Team Leadership & Collaboration
- Build, mentor, and lead a high-performing marketing team, fostering a culture of innovation, accountability, and excellence.
- Collaborate with cross-functional teams, including operations, training, and development, to ensure marketing initiatives align with overall business objectives.
- Serve as a member of the executive leadership team, contributing to strategic planning and decision-making.
Budgeting & Performance Management
- Develop and manage the marketing budget, ensuring resources are allocated effectively to maximize ROI.
- Define key performance indicators (KPIs) and regularly report on marketing performance to the executive team and board of directors.
Qualifications
Education & Experience
- Bachelor’s degree in Marketing, Business Administration, or a related field (MBA preferred).
- 10+ years of progressive marketing experience, including leadership roles, with a strong track record of driving growth.
- Experience in franchising, multi-unit retail, or consumer services industries is highly preferred.
Skills & Competencies
- Proven ability to develop and execute integrated marketing strategies that drive revenue and brand equity.
- Expertise in digital marketing, including data-driven decision-making and campaign optimization.
- Exceptional leadership and communication skills, with the ability to inspire and influence stakeholders at all levels.
- Strong analytical skills with the ability to translate data into actionable insights and strategies.
- Entrepreneurial mindset with the ability to thrive in a fast-paced, high-growth environment.
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