Franchise Growth & Performance Marketing Manager

FRANCHISE GROWTH & PERFORMANCE MARKETING MANAGER FULL-TIME | HYBRID | CHARLOTTE, NC POSITION OVERVIEW: Our client, a rapidly growing multi-location healthcare franchise organization, is seeking a Franchise Growth & Performance Marketing Manager to improve franchisee performance, local marketing execution, patient acquisition, and clinic-level growth. This is a franchise-facing performance marketing role, not a traditional corporate marketing position. The ideal candidate will partner with franchise owners to evaluate local marketing performance, identify gaps, and recommend clear adjustments that drive stronger patient volume. This person will work closely with franchise owners, agency partners, internal leadership, and cross-functional teams to improve results across the patient acquisition funnel. They must be able to review campaign reporting, interpret performance data, and turn insights into practical next steps. JOB DUTIES:Serve as a franchise-facing marketing performance partner, building trust with owners by helping them understand campaign performance, local opportunities, and practical next steps.Review local marketing reports and recommend adjustments to improve lead generation, booking performance, show rates, cancellation rates, conversion rates, and patient starts.Help franchise owners evaluate agency recommendations and make stronger decisions around local marketing execution.Partner with regional digital marketing agencies and vendors to improve campaign performance, accountability and market-level results.Identify underperforming franchise markets and recommend corrective actions tied to patient acquisition, local execution, and conversion performance.Monitor key funnel metrics, including lead flow, booking rate, show rate, cancellation rate, conversion rate, cost per acquisition, and patient start performance.Translate performance marketing insights into clear recommendations for franchise owners, internal stakeholders, and cross-functional teams.Partner with call center, operations, and sales teams to identify breakdowns impacting lead handling, booking discipline, patient flow, and conversion.Support local grassroots marketing initiatives, market-level growth strategies, clinic visits and operational performance reviews as needed.Improve visibility into market-level performance trends, marketing spend efficiency, franchisee adoption, reporting integrity, and CRM data quality.Flag attribution gaps, reporting issues, process breakdowns, and operational barriers impacting marketing ROI.Participate in monthly and quarterly vendor reviews tied to KPI performance, optimization priorities, and underperforming markets.Reinforce performance expectations across agency partners, franchise owners, and internal teams to help drive incremental patient volume. REQUIREMENTS:7+ years of experience in performance marketing, growth marketing, franchise marketing, field marketing or a closely related discipline.Strong performance marketing background with the ability to understand lead generation, funnel performance, CAC, ROI and campaign optimization.Franchise experience preferred; multi-location or multi-unit experience required if direct franchise experience is not present.Experience in healthcare, wellness, consumer services, home services or other location-based businesses preferred.Experience working directly with franchise owners, operators, field teams, or multi-unit stakeholders, with the ability to build trust and credibility through clear, practical, and data-backed guidance.Strong understanding of digital marketing channels, agency reporting, local market execution, and performance improvement.Experience partnering with agencies, vendors, or external marketing partners, with the ability to set expectations and influence without direct authority.Strong analytical and communication skills, with the ability to turn performance data into action plans and explain marketing performance in clear, practical terms.Comfort working in a fast-moving, entrepreneurial, or PE-backed environment with ambiguity, competing priorities, and limited structure.Able to move quickly, think independently, and make sound recommendations without heavy hand-holding.Travel for market visits, clinic support, franchisee meetings, and performance reviews. Preferred Technical Experience:Salesforce or similar CRM platforms.Marketing attribution and reporting tools.Dashboard development and market-level performance reporting.Paid media reporting across digital and traditional channels.Franchisee performance dashboards.Call center performance metrics and conversion workflows.Agency performance reporting and vendor scorecards.Local marketing execution across franchise or multi-location environments. Travel 20% to 25% for market visits, clinic visits, franchisee support, and performance reviews. This Search is Managed by Kat Rutherford