Field Marketing Manager

The Field Marketing Manager serves as the primary marketing partner for assigned franchise owners, helping translate brand strategy into practical, measurable local execution. This role is responsible for supporting owners in building scalable, healthy marketing plans across the full funnel-from paid digital demand generation to boots-on-the-ground local marketing activity-while ensuring adoption, accountability, and performance visibility.

The Field Marketing Manager works closely with franchise owners, Franchise Business Coaches, approved vendor partners, brand marketing teams, and cross-functional stakeholders to ensure marketing investments are aligned to revenue goals, operational capacity, market opportunity, and brand standards. The role requires a balance of strategic planning, data analysis, vendor accountability, field execution, and relationship management to help owners make informed decisions and consistently execute against their growth plans.Responsibilities:Marketing Planning and Budget Strategy

Partner with franchise owners to build scalable annual and quarterly marketing plans that support revenue goals, market opportunity, seasonality, operational capacity, and brand growth priorities.Guide owners in developing a balanced marketing budget across the full funnel, including paid digital channels, local awareness, lead generation, retention, referral programs, community engagement, and boots-on-the-ground execution.Help owners understand recommended investment levels, channel mix, expected outcomes, 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 that owners can execute consistently within their market.

Performance Tracking and Plan Adoption

Track franchise owner performance against approved marketing plans to ensure adoption, execution, and accountability.Monitor budget versus actual performance, including planned spend, actual spend, lead volume, booked jobs, cost per lead, cost per booked job, conversion rates, revenue contribution, and return on marketing investment where available.Proactively identify performance gaps, underinvestment, overspending, channel inefficiencies, or execution risks and recommend corrective actions.Provide regular updates, insights, and recommendations to owners and internal stakeholders to support informed decision-making and consistent follow-through.

Paid Digital Channel Support and Vendor Accountability

Support owners using approved digital partners by reviewing paid search, Local Services Ads, social advertising, lead aggregators, local SEO, and other digital channel performance against planPartner with vendor teams to ensure campaigns are launched accurately, budgets are paced appropriately, tracking is in place, and performance concerns are addressed in a timely mannerHold vendor partners accountable for reporting, optimization recommendations, campaign execution, and alignment with brand standards and owner objectives.Help owners interpret digital marketing results and understand when performance issues are related to budget, campaign setup, market demand, operational execution, lead handling, or conversion performance.

Local Marketing Execution

Oversee and reinforce local marketing scorecard activity, including grassroots marketing, community partnerships, referral outreach, neighborhood visibility, local events, review generation, and other market-level brand-building efforts.Coach owners and local teams on how to create repeatable boots-on-the-ground routines that support lead generation, customer retention, referral growth, and brand awareness.Review local marketing execution for consistency, quality, and impact, identifying opportunities to improve activity levels, documentation, accountability, and follow-up.Share best practices, examples, tools, and templates that help owners scale successful local marketing behaviors across their teams.

Field Visits and Cross-Functional Collaboration

Participate in on-site field visits with the Franchise Business Coach, with 35-40% expected travel, to align marketing recommendations with local operations, staffing, sales processes, customer experience, and market conditions.Use field visits to review marketing plan execution, budget pacing, lead handling, conversion opportunities, local brand presence, and owner adoption of recommended actions.Collaborate with Franchise Business Coaches and other departments to ensure owners receive consistent guidance and coordinated support across business planning, operations, marketing, and performance management.Document key observations, follow-up actions, and owner commitments from field visits to drive accountability after the visit.

Reporting, Insights, and Continuous Improvement

Analyze market, owner, and channel performance trends to identify opportunities for improved spend efficiency, lead quality, booked job growth, and revenue performance.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 that highlight performance, risks, recommendations, and next steps.Contribute to the development of playbooks, training materials, templates, and scalable processes that improve owner adoption and create consistency across the franchise system.

Success Measures

Franchise owners have clear, documented marketing plans and budgets aligned to their growth goals.Owners consistently execute against approved plans and understand how marketing activity connects to business outcomes.Budget versus actual performance is reviewed proactively, with timely recommendations when results are off track.Approved vendor partners are held accountable for campaign execution, reporting, optimization, and performance follow-up.Boots-on-the-ground marketing activity is visible, measurable, and reinforced through scorecards and field coaching.Field visits result in aligned action plans that connect marketing, operations, and franchise business coaching priorities.

Qualifications

• Strategic marketing planning and budget management
• Performance analysis and data-driven decision-making
• Paid digital channel understanding and vendor management
• Local marketing and grassroots execution expertise
• Franchise owner coaching and relationship management
• Cross-functional collaboration with operations, field support, and brand teams
• Clear communication, accountability, and follow-through
• Ability to translate complex performance data into practical owner-facing recommendationsPhysical Requirements:

Work is performed in an office environmentAbility to exert up to 10 pounds of force occasionally, and/or a negligible amount of force frequently or constantly to lift, carry, push, pull or otherwise move objectsMay be required to sit, stand, or walk for extended periods of timeInvolves extended periods of looking at a computer monitorMust be able to see, hear, talk, and type