Director of Franchise Local Store Marketing (LSM)

Job description:

POSITION: Director of Franchise Local Store Marketing (LSM)

POSITION OVERVIEW:

The Director of Franchise Local Store Marketing (LSM) – is accountable for driving the success of local store marketing across our franchise system. This position sits in the Franchise Business Unit, reporting directly to the President & COO of Bad Ass Coffee of Hawaii, with further partnership and accountability to the Chief Brand & Strategy Officer. Bad Ass Coffee of Hawaii added 20 new franchisees in 2025/6 reaching 47 stores and are scaling for significant growth.

This is a build-and-scale role: Local Store Marketing is our primary marketing strategy — the core vehicle for driving guest engagement and revenue growth. As our franchise system grows, the Director will build and lead the Franchise Marketing team from the ground up, scaling the team significantly over the next three years to support that growth.

This position will immeidatley oversee the Director of Field Marketing (& future team), the New Store Opening Manager (& future team), the system wide guest loyalty program, and the In-Store Merchandising Manager role planned as the team builds out.

This individual will work directly with all Franchise owners, operators and teams, both current and new, delivering excellence-in-execution across the system. The role and this new team will continuously partner with the National Brand Team and the Director of Communications & Franchise Engagement, in a highly collaborative relationship, building and delivering breakthrough programs and system communications. The role will be an integral cross-functional partner across the organization.

This role includes developing yearly LSM programs/calendar with the Franchisee both prior to opening their first stores and ongoing for each calendar year. The LSM team partners from the early development, through each Grand Opening and continues to develop a long-term relationship that establishes a strong brand presence, engaging in-store experience, strong recruitment and engagement with our ‘Ohana Rewards loyalty customers, community engagement, and facilitates/amplifies the execution of our National Promotions Calendar at the local level. This role develops the toolkits, events, policies and standard operating procedures for all strategic local marketing initiatives that support aggressive short- & long-term revenue growth.

Core Responsibilities:

• Build, lead, and grow the Franchise Local Store Marketing Team and the Franchise Field Marketing team — supporting 47 stores today, with significant franchise system expansion (2-3x) planned over the next one to two years, and the team expected to scale substantially in line with store count.
• Develop and own the winning suite of tools, kits, and standard operating procedures (SOPs) that empower franchise store owners and managers to execute local store marketing independently.
• Own the activation, tracking, and performance of local marketing strategy across our full franchise system, focused on: 1) Inside Store Marketing & Brand Engagement Experience; 2) Outside Store Marketing & Community Engagement; 3) Loyalty Marketing & Engagement
• Educate Franchisees with content and direction on establishing marketing goals, establishing “best practice” marketing plans, execution and training on available tools to drive local sales growth.
• Conduct regular franchise store “marketing consulting” visits to establish a local store marketing plan, monitor performance, evaluate strategy effectiveness, and offer strategic recommendations to modify or expand existing marketing plan and budget.
• Responsible for enforcing brand standards with appointed stores.
• Design and deliver tiered training programs that address varying levels of marketing capability and experience across store owners and managers, ensuring every store can deliver a strong local store marketing program regardless of starting skill level.

Reporting:

• This position reports to the President & COO, with further partnership and accountability to the Chief Brand & Strategy Officer.

Travel:

• This role will travel and engage with all stores to drive excellence in execution and continuous learning.

Qualifications:

• Bachelor’s degree or relevant experience.
• 6-10 years minimum of proven hands-on experience driving Local Store Marketing in a franchise system.
• Experience working directly with franchise owners, operators, and local store managers.
• Building, developing and leading a Franchise/LSM Marketing team and building regional marketing team structures and marketing services capabilities as the franchise system scales.
• Expert in developing local store marketing programs, activation plans, toolkits, local social media, event management and local consumer & business outreach.
• Developing and executing training and standard operating procedures required to drive franchisee engagement and excellence in execution.
• Proven track record of driving in-store sales – driving up AUV – through traffic, transactions and trust (loyalty).
• Analytical mindset with experience using tools to measure performance, derive insights, and inform decisions.
• Proven success in leading integrated LSM marketing campaigns from concept through execution.
• Strong organizational and project management skills, with the ability to manage multiple initiatives on varying timelines.
• Excellent communication skills and a strong sense of brand voice and storytelling.
• A collaborative spirit and a passion for building brands and love of coffee.

Compensation & Benefits

• Annual base salary of $125,000 - $165,000, paid over 24 pay periods.
• Annual performance review, each December, with eligibility for base salary increases and bonus compensation tied to individual and company performance. Bonus target is set by the President & COO; bonuses are paid by the end of Q1 the following year.
• Fully paid Health insurance (medical, dental, vision), 401(k), self-managed flexible PTO (subject to supervisor approval), professional development opportunities, and a monthly coffee allowance.

Benefits:

• 401(k)
• Dental insurance
• Employee discount
• Health insurance
• Health savings account
• Paid time off
• Relocation assistance
• Vision insurance

Ability to Relocate:

• Lexington, KY 40502: Relocate with an employer provided relocation package (Required)

Work Location: In person

Pay: $125,000.00 - $165,000.00 per year