Brand marketing manager

Premier Franchise Management

Brand Marketing Manager –Job Responsibilities Document

Position Title: Brand Marketing Manager
Department: Marketing
Reports To: President / CEO

Position Overview

The Brand Marketing Manager serves as the strategic and operational leader of amarketing initiatives across Premier Franchise Management’s brands and franchise locations. This role is responsible for architecting and executing a scalable, performance-driven marketing engine that integrates paid media, social media, reputation management, and emerging AI technologies.

This position requires a combination of deep technical expertise in performance marketing (Google Ads, Meta Ads), advanced social media strategy, and cutting-edge AI adoption, paired with strong leadership, communication, and franchise system experience.

The Brand Marketing Manager must operate both as a hands-on performance leader—capable of diving into campaigns, creative, and analytics—and as a strategic executive, aligning marketing initiatives with company growth objectives and franchisee success.

A key mandate of this role is to build a unified yet locally adaptable marketing ecosystem, where national strategy drives efficiency and brand consistency while empowering franchisees to win in their specific markets.

Core Responsibilities

1. Paid Advertising Leadership (Google, Meta, YouTube, Emerging Channels)

The Brand Marketing Manager owns the full lifecycle of paid media strategy and execution, with a strong emphasis on Meta (Facebook & Instagram) and Google ecosystems.

Strategic Leadership

• Design and lead a multi-channel paid media strategy spanning:
• Google Search, Display, YouTube
• Meta (Facebook & Instagram)
• Retargeting platforms
• Emerging channels (TikTok Ads, programmatic, OTT/CTV)
• Build scalable campaign frameworks that support hundreds of localized franchise campaigns simultaneously.
• Develop annual and quarterly media planning models, including budget allocation by channel, geography, and seasonality.

Facebook / Meta Ads Specialization

• Architect and oversee advanced Meta Ads strategies, including:
• Full-funnel campaign structures (awareness → consideration → conversion → retargeting)
• Dynamic creative testing frameworks (DCT, Advantage campaigns)
• Audience segmentation (lookalikes, custom audiences, geo-targeting by franchise territory)
• Lead generation campaigns optimized for high-intent homeowner leads
• Continuously test:
• Creative formats (video, carousel, static, UGC-style)
• Hooks, offers, and messaging angles
• Landing page alignment and conversion flows
• Implement conversion API (CAPI), pixel optimization, and event tracking to improve attribution accuracy and performance.

Performance Optimization

• Establish rigorous testing protocols across:
• Creative
• Copy
• Landing pages
• Audience targeting
• Optimize toward:
• Cost per lead (CPL)
• Cost per acquisition (CPA)
• Lead-to-sale conversion rate
• Return on ad spend (ROAS)
• Build real-time dashboards for performance visibility at:
• National level
• Franchise level
• Campaign level

Team Leadership

• Set clear KPIs and accountability frameworks for team performance.

2. Social Media Strategy & Execution (Organic Paid Integration)

The Brand Marketing Manager leads a comprehensive social media ecosystem that balances brand building, engagement, and lead generation.

Platform Strategy

• Oversee strategy and execution across:
• Facebook
• Instagram
• TikTok
• LinkedIn
• YouTube

Facebook-Centric Execution

• Further develop Facebook as a dual-purpose platform:
• Paid lead generation engine
• Organic community and trust-building hub
• Evolve and further grow best practices for:
• Posting cadence
• Engagement tactics
• Local franchise page management
• Grow playbooks for:
• Before/after project showcases
• Customer testimonials
• Seasonal promotions
• Educational content

Content Strategy

• Evolve content production systems, including:
• National brand content
• Franchise-localized content
• User-generated content (UGC)
• Develop monthly content calendars aligned with:
• Seasonality
• Promotions and campaigns
• Platform-specific trends

Community & Engagement

• Maintain and evolve systems to:
• Respond to comments and messages quickly
• Drive engagement through polls, questions, and interactive content
• Encourage reviews and referrals
• Train franchisees on local social engagement best practices.

Influencer & Partnership Strategy

• Develop partnerships that expand brand reach and authority.

3. Reputation Management & Brand Protection

The Brand Marketing Manager is responsible for safeguarding and enhancing brand reputation across all markets.

Review & Ratings Strategy

• Build a systematic review generation engine across platforms like:
• Google Reviews
• Yelp
• Facebook
• Develop automated workflows for:
• Review requests post-project completion
• Follow-ups for satisfied customers

Monitoring & Response

• Implement tools and processes for:
• Real-time monitoring of reviews and mentions
• Timely and professional response management
• Establish brand voice guidelines for responding to:
• Positive feedback
• Negative reviews
• Customer complaints

Franchise communication

• Develop and document communication protocols, including:
• Escalation procedures
• Messaging frameworks
• Franchise-level response guidelines
• Excellent communication skills with the ability to collaborate across teams and influence stakeholders at all levels.

AI-Powered Sentiment Analysis

• Leverage AI tools to:
• Analyze customer sentiment trends
• Identify recurring issues
• Surface operational improvement opportunities

4. AI Integration & Marketing Innovation

The Brand Marketing Manager is the internal champion of AI-first marketing transformation.

AI in Paid Media

• Use AI tools to:
• Generate and test ad creative at scale
• Optimize bidding and budget allocation
• Predict campaign performance trends

AI in Social Media

• Deploy AI for:
• Content ideation and generation
• Caption writing and hashtag optimization
• Trend identification

Automation & Personalization

• Implement AI-driven systems for:
• Lead nurturing
• Dynamic ad personalization
• Chatbots and conversational marketing

MarTech Integration

• Partner with the Director of Technology to:
• Integrate CRM, ad platforms, and analytics tools
• Ensure clean data flow and attribution tracking
• Build centralized marketing data infrastructure

Continuous Innovation

• Evaluate and test new tools regularly
• Maintain a roadmap of emerging marketing technologies
• Translate innovation into practical franchise-level impact

5. Strategic Planning & Executive Communication

Marketing Strategy Development

• Build comprehensive:
• Annual marketing plans
• Quarterly execution roadmaps
• Channel-specific strategies

Executive Reporting

• Present clear, data-driven insights to:
• C-suite leadership
• Franchise owners
• Translate complex data into:
• Actionable insights
• Budget recommendations
• Growth opportunities

Franchisee Alignment

• Lead regular:
• Marketing webinars
• Training sessions
• Performance reviews
• Ensure franchisees understand:
• Campaign performance
• Best practices
• Local optimization opportunities

Advisory Role

• Act as a key advisor on:
• Budget allocation
• Market expansion opportunities
• Competitive positioning

6. Team Leadership & Cross-Functional Collaboration

Team Development

• Build and manage a high-performing team across:
• Paid media
• Social media
• Content
• Reputation management
• Establish clear career paths and development plans.

Cross-Department Collaboration

• Work closely with:
• Technology
• Operations
• Franchise Support
• Ensure marketing strategies align with operational capabilities.

Agency & Vendor Management

• Oversee relationships with:
• Creative agencies
• Media partners
• Technology vendors
• Ensure accountability and ROI from all external partners.

Performance Expectations & Success Metrics

The Brand Marketing Manager will be evaluated on the ability to:

Revenue & ROI Impact

Achieve consistent improvements in:

• Cost per lead
• Cost per acquisition
• Return on ad spend

Lead Quality & Conversion

Increase:

• Lead-to-appointment rates
• Appointment-to-sale conversion rates

Social Growth & Engagement

Grow:

• Audience size
• Engagement rates
• Organic lead generation

Reputation Health

Maintain high:

• Average review ratings
• Review volume
• Response times

AI Adoption

Successfully implement AI tools that:

• Reduce costs
• Increase efficiency
• Improve performance outcomes

Franchise Satisfaction

Ensure strong alignment and satisfaction across franchisees regarding:

• Marketing support
• Lead quality
• Communication

This role requires a modern marketing leader who blends data-driven performance marketing, social media mastery (especially Facebook/Meta), AI innovation, and executive communication into a unified growth strategy.

The ideal candidate thrives in a fast-paced, franchise-driven environment and has a relentless focus on scaling results, improving efficiency, and driving measurable business impact.

Pay: $80,000.00 per year

Benefits:

• 401(k)
• Health insurance
• Paid time off

Work Location: In person