Director of Marketing

Summary

The Director of Franchise Marketing leads the strategic planning, development, and execution of marketing initiatives across GarageExperts’ national and local franchise network. This role ensures consistent brand representation, strengthens franchisee marketing capabilities, and drives overall business growth through data-driven strategies and cross-functional collaboration.

Core Competencies

• Leadership
• Integrity
• Business Acumen
• Authenticity
• Strategic Thinker
• Teamwork Orientation
• Decision Making
• Technical Capacity
• Franchise Focused
• Excellent Verbal and Written Communication Skills
• Performance Management
• Conflict Resolution
• Collaborative
• Results Driven

Essential Duties And Responsibilities

·      Develop and implement comprehensive marketing programs, seasonal campaigns and tactics that align with brand strategy and industry trends, while activating marketing experiences along the consumer journey.

·      Work with our agency of record to drive breakthrough creative initiatives to enhance brand identity, consumer experiences, and brand innovation.

·      Manage the National Ad Fund and evaluate marketing investments and programs based on business objectives and target consumer segments to optimize resource allocation and ROI for assigned brands.

·      Lead individual local performance marketing efforts, with effective group and 1:1 coaching, to optimize local marketing programs and support franchise owners in growing their businesses.

·      Develop and oversee execution of integrated annual marketing plans, customized for each franchise owner, with channel/tactic mix, and preferred programs/vendors that align with customer journey and marketing funnel stages.

·      Use analytics and CRM tools to measure marketing effectiveness, campaign performance, and customer engagement.

·      Oversee the onboarding and successful ramp of new franchise owners to break-even, with recurring local performance marketing coaching.

·      Manage and mentor dedicated local performance marketing team member(s), guiding them to deliver on our marketing mission and vision

·      Oversee development of marketing content for conferences, meetings, and other key events, including monthly e-newsletter and the training and communication platforms.

·      Lead the marketing presentation for franchise advisory council meetings, confirmation days, and new owner training

·      Report on the performance of national and local marketing efforts, assessing ROI/ROAS and KPIs. Coordinate any subject matter expert support and alignment for presentations and communication.

·      Recommend and initiate brand research projects to ground key insights and drive continuous improvement.

·      Oversee new and ongoing marketing and advertising activities, aligning key stakeholders around brand direction and decisions.

·      Monitor industry trends, competitive insights, and emerging technologies to refine marketing strategy.

·      Drive continuous improvement through innovation, collaboration, and performance analysis.

·      Collaborate with franchisees to implement effective local marketing programs that drive awareness, lead generation, and sales.

Qualifications

·      Outstanding communication skills (written and verbal) and ability to influence at all levels within the organization

·      Ability to think critically and to interpret and apply processes across many different areas

·      Ability to think critically and to interpret and recommend process improvements across marketing operations and franchise owner support

·      Tech-savvy and enthusiastic learner (keeping ahead of ever-changing marketing landscape)

·      Excellent and proven ability to communicate effectively with a wide array of people

·      Must be able to perform work with complete accuracy, especially as it pertains to contracts

·      Problem Solving/Analysis

·      Ability to execute

·      Project management

·      Ability to work in a fast-paced environment

·      Computer proficiency is required. Must be able to work with Thryv, NetSuite, ServiceMinder, Microsoft Excel, Word, PowerPoint, and Outlook. Ability to create and manipulate spreadsheets.

·      Must be able to operate office machines including: scanner, computer, calculator, copier, and fax machine

Education And/Or Experience

·      Bachelor's Degree in Marketing, Communications, or other related field.

·      Proven experience in developing high-performing teams and executing marketing programs to drive results.

·      Minimum of 7 years of progressive marketing leadership experience in a franchise setting.

·      Demonstrated success in developing and implementing strategic marketing campaigns.

·      Experience working with agencies, vendors, and franchise stakeholders in a collaborative environment.Strong track record delivering results in a high-growth environment, with the ability to interpret, analyze, and present metrics and trends.