We are seeking a strategic, analytical, and field-driven Field Marketing Manager to serve as the primary marketing partner for franchise owners across the Midwest region. You will translate brand strategy into practical, measurable local execution, helping owners build scalable, healthy marketing plans across the full funnel, from paid digital demand generation to boots-on-the-ground local activity. The ideal candidate combines marketing planning and budget strategy with hands-on coaching, thrives in a fast-paced multi-brand environment, and is passionate about using data, vendor accountability, and field relationships to create measurable business impact.
Responsibilities:Strategic Leadership:- Partner with franchise owners to build scalable annual and quarterly marketing plans aligned to revenue goals, market opportunity, seasonality, operational capacity, and brand growth priorities.
- Guide owners in developing a balanced full-funnel budget across paid digital, local awareness, lead generation, retention, referral programs, community engagement, and boots-on-the-ground execution.
- Help owners understand recommended investment levels, channel mix, and the relationship between marketing spend, lead volume, booked jobs, average ticket, conversion rates, and revenue performance.
- Translate brand-level strategy and systemwide priorities into practical local plans owners can execute consistently within their market.
- Oversee and reinforce the local marketing scorecard, including grassroots marketing, community partnerships, referral outreach, neighborhood visibility, local events, and review generation.
Execution, Optimization & Measurement:- Track owner performance against approved marketing plans to ensure adoption, execution, and accountability.
- Monitor budget versus actual performance, planned spend, actual spend, lead volume, booked jobs, cost per lead, cost per booked job, conversion rates, revenue contribution, and return on marketing investment.
- Proactively identify performance gaps, underinvestment, overspending, channel inefficiencies, or execution risks and recommend corrective actions.
- Review paid search, Local Services Ads, social advertising, lead aggregators, and local SEO performance against plan with approved digital partners.
- Hold vendor partners accountable for accurate campaign launches, budget pacing, tracking, reporting, optimization recommendations, and alignment with brand standards.
- Help owners diagnose whether performance issues stem from budget, campaign setup, market demand, operational execution, lead handling, or conversion.
- Coach owners and local teams on repeatable boots-on-the-ground routines that drive lead generation, retention, referral growth, and brand awareness.
- Maintain visibility into owner marketing activity through scorecards, dashboards, budget trackers, vendor reporting, and internal planning tools; prepare clear, actionable summaries for owners, leadership, and cross-functional partners.
- Contribute to playbooks, training materials, templates, and scalable processes that improve owner adoption and drive consistency across the system.
Field Visits & Cross-Functional Collaboration:- Participate in on-site field visits with the Franchise Business Coach (40-50% travel) to align marketing recommendations with local operations, staffing, sales processes, customer experience, and market conditions.
- Use visits to review plan execution, budget pacing, lead handling, conversion opportunities, local brand presence, and owner adoption of recommended actions.
- Document key observations, follow-up actions, and owner commitments to drive accountability after the visit.
- Collaborate with Franchise Business Consultants, operations, and brand teams, so owners receive consistent, coordinated guidance.
Requirements:- Minimum 5 years of experience in field marketing, local/multi-location marketing, or franchise marketing support.
- Strong command of full-funnel marketing planning and budget management, including paid digital channels (paid search, LSA, paid social, local SEO, lead aggregators) and grassroots/local execution.
- Demonstrated ability to translate complex performance data into practical, owner-facing recommendations that drive revenue.
- Experience managing and holding third-party vendor partners accountable for campaign execution, reporting, and optimization.
- Proficiency with marketing performance tools and reporting platforms; ServiceTitan experience preferred.
- Strong coaching, relationship management, and cross-functional collaboration skills with operations and field support teams.
- Strong project management skills with the ability to support multiple owners, brands, and priorities simultaneously.
- Experience in home services, multi-location retail, or franchising preferred.
- Ability to travel 35-40% across the Midwest region.
- Based in the Midwest region - Minneapolis, Indianapolis, Cincinnati, or Chicago preferred.
We believe our greatest assets are our employees, we offer competitive salaries and a full benefits package to include, PTO, paid holidays, 401(k) and more.
