Director of Field Marketing

Blue Rock Search has partnered with a leading and rapidly growing family dining franchise to identify their next Director of Field Marketing. The Director of Field Marketing drives local market performance across a multi-unit franchise system by leading the field marketing function, personally supporting the Southern California region, and overseeing Regional Advertising Cooperatives (COOPs). This is a player/coach role that connects national brand strategy with effective local execution to grow sales and maximize marketing ROI.

Core Responsibilities:

Lead & Scale the Field Marketing Organization

• Build, structure, and lead a high-performing field marketing team.
• Define coverage models, roles, and best practices while developing scalable tools, processes, and performance metrics that support franchise growth.
• Coach for high performance; own KPIs tied to sales, execution, and franchisee satisfaction.
• Improve tools and processes to streamline execution, reporting, and growth.

Player/Coach: Southern California Marketing Lead

• Provide hands-on field marketing support for the Southern California region (25)
• Partnering directly with franchisees to drive same-store sales through localized campaigns, community engagement, and data-driven marketing plans.
• Set and share local restaurant marketing best practices.
• Tailor plans with franchisees using market and performance data.

CO-OP & Performance Management

• Oversee Regional Advertising Cooperatives to ensure strong alignment with brand strategy, effective budget allocation, and measurable results.
• Partner with Co-op leaders to build, execute, and evaluate regional plans; communicate priorities and results.
• Use performance data and dashboards to track ROI and execution, and to make budget recommendations.
• Turn insights into scalable actions and investment tradeoffs that improve sales performance.
• Guide regional planning, evaluate performance, and influence investment decisions to maximize impact.

Required Qualifications:

• 6–10 years of marketing experience, with a strong focus on field or local marketing
• Experience in franchise, multi-unit retail, or restaurant is preferred
• Proven ability to build and scale teams in a distributed environment
• Strong understanding of local restaurant marketing, digital integration, and media strategy
• Experience working with franchisees or independent operators
• Data-driven mindset with the ability to translate insights into action
• Excellent leadership, communication, and stakeholder management skills

Key Success Metrics:

• Same-store sales growth across regions
• Franchisee satisfaction and engagement scores
• Adoption and execution of local marketing programs
• ROI on local and regional marketing spend
• Effectiveness of Regional COOP marketing performance and alignment

What Success Looks Like:

• A highly engaged franchise network executing consistent, high-quality local marketing
• Strong alignment and performance across all Regional COOPs
• A scalable field marketing organization that grows alongside the brand
• Strong alignment between national strategy and local execution
• Measurable impact on sales, traffic, and brand presence in every market

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