Franchise Marketing Manager

This role will lead the Franchise Marketing Program for multi-location businesses, building on strong organic momentum and accelerating growth through structured planning, market research, and a focused go-to-market strategy. The Franchise Marketing Manager will shape and execute B2B initiatives that empower franchise-focused sales teams to drive measurable revenue growth across franchisors and franchisees nationwide.

This role will own the development of end-to-end lead funnel strategies that identify, engage, and convert both franchisor- and franchisee-level opportunities into long-term DMS omni-channel customers. These solutions span search, social, reputation management, targeted display, website design, and other digital offerings designed to deliver powerful, scalable results for multi-location brands.

Partnering closely with Product, Sales, and Customer Experience, this role will develop compelling positioning, sales enablement materials, and actionable insights that accelerate sales velocity across our three core franchise partnership models: system-wide implementations, preferred vendor programs, and franchisee development initiatives.

ESSENTIAL FUNCTIONS

• Build and lead franchise B2B marketing strategies and tactics: Develop franchise-specific sales assets-including capabilities decks, value propositions, case studies, and pitch materials-that clearly articulate the DMS franchise value story and accelerate system adoption.
• Own franchise market intelligence: Lead market segmentation, enterprise account mapping, and target list development to focus sales efforts on the highest-value franchisor and franchisee opportunities.
• Define franchise messaging and positioning: Create clear, compelling messaging frameworks that ensure consistency across sales outreach, prospecting, and marketing campaigns while simplifying complex solutions for maximum impact.
• Design demand generation programs: Build and execute content-driven lead generation and nurturing programs that convert organic interest into qualified pipeline and revenue growth.
• Partner closely with sales leadership: Collaborate on targeting strategy and market research to identify, size, and prioritize high-potential franchise categories.
• Measure and optimize performance: Analyze initiative performance and funnel metrics to continuously refine targeting, messaging, lead generation tactics, and ROI.
• Lead competitive and market insights: Conduct ongoing competitive research and franchise market analysis to surface trends, white-space opportunities, and differentiation insights that inform go-to-market strategy, sales positioning, and prioritization of high-growth categories.
• Operate with ownership and accountability: Manage execution of franchise marketing objectives, including budget oversight, fiscal discipline, and delivery of measurable business outcomes.

REQUIREMENTS

• 5-8+ years of experience in B2B marketing, product marketing, or go-to-market roles within digital advertising or related industries.
• A four-year degree in Marketing or Business Management is preferred.
• Experience with franchise marketing programs, multi-location businesses, or complex sales ecosystems is a plus.
• Strong passion for supporting sales teams, driving pipeline impact, and translating strategy into execution.
• Proven ability to operate as a self-starter in ambiguous, fast-moving environments and build programs from the ground up.
• Experience working with CRM, sales enablement, and lead nurturing tools such as Salesforce, HubSpot, Outreach, and Gong.
• Strong analytical, communication, and cross-functional collaboration skills.

DUTIES AND RESPONSIBILITIES

Duties and responsibilities may be added, deleted, or changed at any time at the discretion of management, formally or informally, either verbally or in writing.

WHAT WE OFFER

Comprehensive benefits package including health, dental, 401k with company match, and more. Work-from-home environment, eliminating commuting hassles. Learn about the company through the links below: www.JoinHNP.com | www.HearstDMS.com Hearst DMS is a highly successful nationwide team focused on accelerating the expansion of our digital advertising operation for the local business community. With over 13,000 active daily campaigns, we create, manage, and sell digital marketing solutions across dozens of communities, and offer local businesses an unparalleled opportunity to grow successfully online.