ABOUT THE ROLE

The Field Marketing Manager bridges the gap between national brand strategy and local business performance. As the local marketing advisor for a portfolio of franchise owners, you'll help owners understand how marketing influences every stage of their business-from lead generation and sales conversion to profitability, market share, and long-term growth.

Working alongside Franchise Business Consultants (FBCs), Digital Marketing partners, Operations, and Brand Leadership, you'll help franchise owners interpret performance data, identify opportunities, prioritize investments, and develop action plans that improve measurable business results.

LOCATION: Richmond, VA (preferred) or Remote (U.S.),

TRAVEL: Approximately 20-30%
WHY THIS ROLE MATTERS

Marketing is one of the largest investments our franchise owners make. Every recommendation we provide should help owners:

• Protect their bottom line.
• Maximize return on marketing investment.
• Generate sustainable, profitable growth.
• Make confident, data-informed business decisions.

As a franchisee-first organization, we believe our success is directly tied to the success of the owners we serve. The Field Marketing Manager is one of the most important advocates for that success.
CORE RESPONSIBILITIES
Drive Local Business Performance

Support the localized performance strategy for your assigned franchise owners by connecting marketing investments to measurable business outcomes.

• Analyze business performance, marketing KPIs, local market trends, and competitive activity to identify growth opportunities.
• Evaluate marketing ROI using metrics such as cost per lead, lead quality, appointment conversion, sales conversion, average ticket, revenue contribution, and customer acquisition costs.
• Facilitate quarterly local business reviews focused on improving local business performance.
• Help owners align marketing investments with revenue goals, operational capacity, seasonality, and local market conditions.
• Recommend strategic priorities that improve profitability-not simply increase lead volume.
• Support owners and drive accountable to agreed-upon growth plans and execution.

Marketing Performance Analytics

Use marketing intelligence to help owners make better business decisions.

• Interpret performance across Google Ads, Local Services Ads, SEO, Google Business Profile, Paid Social, websites, reputation management, and other demand generation programs.
• Translate complex reporting into practical business insights.
• Identify opportunities, risks, and trends across assigned markets.
• Benchmark performance against comparable franchise locations.
• Recommend strategic adjustments based on business performance-not assumptions.

Partner Across the Franchise Support Team

Marketing doesn't operate in a vacuum. You'll work side-by-side with Franchise Business Consultants to provide coordinated support throughout the franchise owner's journey. Together you'll support:

• New owner onboarding and market launches.
• Local performance improvement initiatives.
• Territory expansion and multi-location growth.
• Long-term business planning.

Our franchise owners experience one support team with one shared objective: helping them build exceptional businesses.
Optimize Marketing Investments

While you won't manage campaigns directly, you'll ensure franchise owners are maximizing the value of their local marketing:

• Review campaign performance alongside digital marketing partners.
• Help owners understand vendor recommendations and ask better business questions.
• Identify funnel breakdowns and opportunities for improvement.
• Recommend optimization strategies grounded in performance data.
• Advocate for solutions that protect the owner's investment and drive stronger business outcomes.

QUALIFICATIONS
Required

• Bachelors degree in marketing, business, or a related discipline
• 5+ years of experience in franchise marketing, field marketing, business consulting, marketing strategy, or digital marketing.
• Experience working directly with business owners or executive-level clients.
• Strong understanding of marketing analytics and business performance metrics.
• Experience facilitating strategic business reviews and presenting recommendations to stakeholders.
• Excellent communication, relationship management, and consulting skills.

Preferred

• Franchise, Home services or multi-location experience a plus
• Agency or client strategy experience.
• Experience working with digital marketing vendors.

The estimated compensation range for this position is a base salary of $90,000 to $105,000. Actual compensation for the position is based on a variety of factors, including, but not limited to years of experience, skills, qualifications, and geographic location.

Note:

This job description in no way states or implies that these are the only duties to be performed by the employee(s) incumbent in this position. Employees will be required to follow any other job-related instructions and to perform any other job-related duties requested by any person authorized to give instructions or assignments. All duties and responsibilities are essential functions and requirements and are subject to possible modification to reasonably accommodate individuals with disabilities. To perform this job successfully, the incumbents will possess the skills, aptitudes, and abilities to perform each duty proficiently. Some requirements may exclude individuals who pose a direct threat or significant risk to the health or safety of themselves or others. The requirements listed in this document are the minimum levels of knowledge, skills, or abilities. This document does not create an employment contract, implied or otherwise, other than an "at will" relationship.