10 West Walnut StreetPasadena, CA 91103
The Role:
The Senior Manager, Local Store Marketing (LSM) is responsible for developing, governing, and scaling local marketing strategy across local markets. This role serves as the strategic bridge between national brand initiatives and localized execution-ensuring franchisees, co-ops, and regional teams have the tools, guidance, and clarity needed to activate effectively in their markets.
The ideal candidate is both a strategic marketer and an operational leader-someone who can align brand priorities, simplify complexity, lead through influence and partner cross-functionally with agencies, internal teams, and franchise stakeholders to drive consistent, high-impact local execution.
This role will report to the Executive Director, Brand Experience
Key Responsibilities
• LSM Strategy & Governance
o Develop and evolve the global LSM framework aligned to national brand strategy.
o Establish scalable best practices, playbooks, and guardrails.
o Lead annual and quarterly LSM planning overlays.
• Franchisee & Market Enablement
o Lead through influence and act as a strategic advisor to franchisees, co-ops, and regional teams.
o Enable effective local activation of national campaigns.
o Partner internally to address franchisee feedback and improve adoption.
• Agency & Partner Management
o Serve as the primary point of contact for LSM agencies.
o Oversee local creative, media planning, and execution.
o Ensure agency outputs meet brand and performance standards.
Tools, Platforms & Operations
o Own and evolve the LSM portal and related tools.
o Streamline workflows and approval processes.
o Define standardized LSM operating processes.
• Performance, Insights & Optimization
o Track LSM performance and effectiveness.
o Share insights and best practices across markets.
o Optimize programs based on performance and feedback.
• Cross-Functional Leadership
o Collaborate with Product Calendar, Creative, Media, Operations, and Field teams.
o Support major national moments with scalable local strategies.
Key Competencies
o Strategic thinking with operational rigor
o Franchisee-first mindset
o Ability to simplify complex systems
o Influence without authority
o Collaborative and solutions-oriented
Success in This Role Looks Like
o Strong alignment between national and local marketing.
o High franchisee confidence and adoption of LSM.
o Efficient, scalable LSM processes.
o High-quality, consistent local execution.
o Established playbooks to drive sales and community engagement
o Target base salary $140k-$160k depending on experience
Requirements:
• Bachelor's degree required.
• 8-12+ years of relevant experience in local/field marketing, brand marketing, or multi-unit retail/restaurant marketing. (Franchise experience strongly preferred.)
• Familiarity with local media and activation channels (paid social, search, OOH, CTV/radio, community partnerships, sponsorships).
• Proven ability to lead agency partners and cross-functional stakeholders to deliver high-quality work on time and to standard.
• Exceptional communication and executive-ready presentation skills; confidence influencing stakeholders across levels.
• Strong project/program management skills with the ability to manage multiple workstreams simultaneously.
• Functional understanding of restaurant operations and P&L drivers.
• Experience building scalable "productized" local marketing offerings (toolkits, packages, playbooks) that drive adoption.
