What are the responsibilities and job description for the Director of Product Marketing position at FranConnect?
Description
Who is FranConnect?
FranConnect is the leading enterprise software provider for franchise and multi-location businesses. For 25 years, the FranConnect AI-powered platform has served as the backbone for sales, operations, and marketing for over 1,500 brands and one million locations worldwide. Iconic brands such as Bojangles, Capriotti’s, Gold’s Gym, Neighborly, and Papa John's rely on FranConnect to expand locations, streamline unit operations, enhance collaboration, and improve profitability. Backed by private equity investor Serent Capital, FranConnect is headquartered in Herndon, Virginia, with global offices in Australia, India, Colombia, and Canada. For more information on FranConnect, visit www.franconnect.com.
Why Join Us?
At FranConnect, we believe that great companies are built on great cultures. Our team is passionate, collaborative, and driven by a shared mission: to empower franchise and multi-location businesses with the tools they need to thrive. We foster an environment where innovation, transparency, and continuous learning are at the core of everything we do. Employee growth and well-being matter to us, and we take pride in cultivating a workplace where every voice is heard, ideas are valued, and contributions make a real impact.
Joining FranConnect means being part of a company that not only values its people but also plays a crucial role in shaping the future of franchising and multi-location businesses. If you’re looking for a place where you can grow, contribute meaningfully, and be part of something bigger, we’d love to have you on our team!
Job Overview
As the Director of Product Marketing, you will own the full product marketing charter at FranConnect. Reporting directly to the Chief Product Officer, you will be responsible for positioning, competitive intelligence, pricing and packaging strategy, and the enablement infrastructure that helps our sales teams win. You will serve as a trusted thought partner to Product leadership and the CPO. This role demands both strategic vision and the willingness to do the actual work needed to execute and deliver results at a pivotal moment that includes significant AI transformation, platform modernization, and accelerated growth.
Primary Duties & Responsibilities
Required Qualifications
Who is FranConnect?
FranConnect is the leading enterprise software provider for franchise and multi-location businesses. For 25 years, the FranConnect AI-powered platform has served as the backbone for sales, operations, and marketing for over 1,500 brands and one million locations worldwide. Iconic brands such as Bojangles, Capriotti’s, Gold’s Gym, Neighborly, and Papa John's rely on FranConnect to expand locations, streamline unit operations, enhance collaboration, and improve profitability. Backed by private equity investor Serent Capital, FranConnect is headquartered in Herndon, Virginia, with global offices in Australia, India, Colombia, and Canada. For more information on FranConnect, visit www.franconnect.com.
Why Join Us?
At FranConnect, we believe that great companies are built on great cultures. Our team is passionate, collaborative, and driven by a shared mission: to empower franchise and multi-location businesses with the tools they need to thrive. We foster an environment where innovation, transparency, and continuous learning are at the core of everything we do. Employee growth and well-being matter to us, and we take pride in cultivating a workplace where every voice is heard, ideas are valued, and contributions make a real impact.
Joining FranConnect means being part of a company that not only values its people but also plays a crucial role in shaping the future of franchising and multi-location businesses. If you’re looking for a place where you can grow, contribute meaningfully, and be part of something bigger, we’d love to have you on our team!
Job Overview
As the Director of Product Marketing, you will own the full product marketing charter at FranConnect. Reporting directly to the Chief Product Officer, you will be responsible for positioning, competitive intelligence, pricing and packaging strategy, and the enablement infrastructure that helps our sales teams win. You will serve as a trusted thought partner to Product leadership and the CPO. This role demands both strategic vision and the willingness to do the actual work needed to execute and deliver results at a pivotal moment that includes significant AI transformation, platform modernization, and accelerated growth.
Primary Duties & Responsibilities
- Own FranConnect’s product narrative and messaging architecture across all four pillars: Core FMS, Financials, Operations, and Engagement.
- Build, lead and scale FranConnect’s competitive intelligence function —design repeatable win/loss processes, conduct customer interviews to collect data, synthesize trends across segments and industries, and translate insights into clear positioning, enablement materials, pricing guidance, and strategic recommendations for leadership.
- Define FranConnect’s AI market positioning strategy — translating AI capabilities into clear buyer value, countering AI disruption narratives, and reinforcing our unique moat: deep franchise domain expertise and proprietary data across 1,500 brands.
- Own pricing and packaging strategy across the full portfolio — partnering with Finance, Sales, and Product to design tiers, bundles, and expansion pricing that accelerate revenue and improve NRR.
- Lead go-to-market strategy and execution for product launches, new features, and strategic initiatives across FranConnect’s portfolio.
- Support a sales enablement library with collateral and resources that gives reps and teams what they need to win: pitch decks, one-pagers, battlecards, ROI tools, customer case studies, etc. that positions the sales team a step ahead in every competitive deal.
- Drive cross-functional alignment on product positioning and value narrative – ensuring consistency across the customer lifecycle from external marketing through sales conversations, implementation, adoption, and renewal.
- Build, mentor, and lead a high-performing team of product marketers embedded across company’s product pillars.
- Present data-driven product narratives, pricing recommendations, and competitive intelligence to leadership that helps shape go-to-market strategy and improve win rates.
Required Qualifications
- 7 years of product marketing experience in B2B SaaS, with at least 3 years in a leadership or people management role
- Experience working for at a company whose main product is a "system of record". You need the ability to tell a full platform story and explain the nuances of being a system of record versus something that aggregates data.
- Proven track record owning positioning, messaging, and GTM for complex enterprise or mid-market products
- Deep expertise in competitive intelligence and pricing and packaging strategy, including tier design, bundle construction, and value-based pricing
- Ability to position AI-powered products credibly — turning AI features into real buyer value, not buzzwords, and countering AI-as-threat narratives at the board and enterprise-buyer level
- Exceptional storytelling, writing, and executive presence — you can make complex B2B software feel essential to any audience
- Strategic thinker who executes — this role requires both vision and a willingness to get into the details
- Strong cross-functional leadership skills with professional stature and executive presence to influence at every level of the organization
- Experience marketing complex, workflow-heavy software (CRM, ERP, or operations platforms preferred)
- Experience working in the franchise industries (restaurants, retail, fitness, etc.)
- Experience at a high-growth B2B SaaS technology company
- Agile methodology experience