Senior Franchise Marketing Specialist

Role OverviewThis is a senior, hands-on marketing leadership role responsible for the full scope of brand strategy, content, digital marketing, franchisee marketing support, and lead generation for a growing U.S.-based franchise system. The person in this role functions as the de facto head of marketing, working in close collaboration with U.S.-based executive leadership. They will not carry a C-suite title but must possess C-suite-level thinking and output.This role requires someone who understands that marketing in a franchise environment serves two audiences simultaneously: the end consumer and the franchisee network — and that brand consistency, FDD compliance, and franchisee trust are non-negotiable.Core ResponsibilitiesBrand Strategy & GovernanceOwn and evolve the FLP brand voice, visual identity standards, and messaging architecture across all channelsEnsure brand consistency across all franchisee markets and corporate communicationsMaintain and update brand guidelines, content pillars, and messaging frameworksFranchise Marketing SystemsDevelop turnkey, ready-to-deploy marketing campaigns, toolkits, and playbooks for franchiseesBuild and manage a library of pre-approved marketing assets (digital, print, social, email) that franchisees can localizeCreate and maintain the franchisee marketing support infrastructure, including templates, guides, and training materialsUnderstand and operate within the parameters of the Brand Development Fund, including how materials are approved, deployed, and reportedDigital Marketing & SEOLead strategy for organic and paid search, local SEO, and Google Business Profile optimization across franchise locationsOversee content marketing strategy including blog cadence, SEO structure, and keyword targetingManage or direct email marketing programs for both consumer acquisition and franchisee communicationSocial Media & ContentDirect the content strategy across Instagram, Facebook, LinkedIn, TikTok/Reels, and emerging platformsMaintain platform-specific voice and tone in alignment with FLP's brand (warm, premium, neighborhood-first, never corporate)Develop seasonal content calendars aligned to FLP's service lines: holiday lighting, landscape lighting, permanent RGB, patio/bistro, and event lightingOversee production of visual content briefs, Reel/TikTok scripts, and campaign copyLead Generation & Performance MarketingDevelop and optimize multi-channel lead generation strategies for both consumer-facing and franchise development audiencesSet, track, and report on KPIs including CPL, conversion rates, engagement, and local market performanceCollaborate with U.S. leadership on paid media strategy and agency/vendor managementFranchisee Support & CollaborationServe as a strategic resource for franchisees navigating local marketing within system standardsCommunicate marketing updates, campaign launches, and best practices to the franchise networkUnderstand the sensitivity of the franchisor/franchisee relationship and operate accordingly — always protecting brand integrity while supporting franchisee successRequired Experience & QualificationsNon-Negotiable:Minimum 5 years of marketing experience within a franchise system — either on the franchisor side, at a franchise-focused marketing agency, or in a franchisee support role with corporate oversight responsibilities. This is the single most important qualifier for this role. Candidates without direct franchise experience will not be considered.Demonstrated ability to build and execute marketing systems that scale across multiple marketsFluent written and verbal English — must be able to write polished brand copy, franchisee communications, and executive-level strategy documents without editing supportStrongly Preferred:Experience supporting a home services, outdoor services, or seasonal/residential brandFamiliarity with U.S. franchise disclosure requirements (FDD) and how they affect marketing language and franchisee-facing materialsHands-on experience with local SEO, Google Business Profile management, and multi-location digital marketingExperience managing or directing social media content production across Instagram, Facebook, and LinkedInWorking knowledge of CRM platforms, email marketing tools, and marketing automationSkills & Competencies:Strategic thinker who can also execute — this role requires bothStrong project management; ability to manage multiple campaigns and deadlines simultaneouslyComfortable working independently with a remote U.S. team, in U.S. time zone overlap hoursHigh emotional intelligence; understands how to communicate with franchisees as partners, not subordinatesProficiency with tools such as Canva, Meta Business Suite, Google Analytics, SEMrush or similar, and email platforms (Mailchimp, Klaviyo, or equivalent)What Success Looks Like in Year OneFranchisees have a full, organized library of ready-to-use marketing assets they trust and actually useBrand voice and visual consistency are maintained across all active franchise marketsLead generation benchmarks are established and trending upwardA seasonal content calendar is running smoothly with minimal executive interventionThe marketing function feels like a system, not a series of one-off requestsCompensation & StructureContract or full-time employment (TBD based on candidate)Remote position; South America-based candidates preferredMust be available for overlap hours with U.S. Eastern or Central time zonesCompensation range to be discussed based on experience and engagement structureReporting StructureReports directly to the SVP of Brand & Growth (U.S.-based). Works in close coordination with the Founder/CEO and U.S. leadership team.