Field Marketing Manager

About the Role

The Field Marketing Manager bridges the gap between national brand strategy and local business performance. As the local marketing advisor for a portfolio of franchise owners, you'll help owners understand how marketing influences every stage of their business—from lead generation and sales conversion to profitability, market share, and long-term growth.

Working alongside Franchise Business Consultants (FBCs), Digital Marketing partners, Operations, and Brand Leadership, you'll help franchise owners interpret performance data, identify opportunities, prioritize investments, and develop action plans that improve measurable business results.

Location: Richmond, VA (preferred) or Remote (U.S.)

Travel: Approximately 50%

Why This Role Matters

Marketing is one of the largest investments our franchise owners make. Every recommendation we provide should help owners:

• Protect their bottom line.
• Maximize return on marketing investment.
• Generate sustainable, profitable growth.
• Make confident, data-informed business decisions.

As a franchisee-first organization, we believe our success is directly tied to the success of the owners we serve. The Field Marketing Manager is one of the most important advocates for that success.

Core Responsibilities

Drive Local Business Performance

Support the localized performance strategy for your assigned franchise owners by connecting marketing investments to measurable business outcomes.

• Analyze business performance, marketing KPIs, local market trends, and competitive activity to identify growth opportunities.
• Evaluate marketing ROI using metrics such as cost per lead, lead quality, appointment conversion, sales conversion, average ticket, revenue contribution, and customer acquisition costs.
• Facilitate quarterly local business reviews focused on improving local business performance.
• Help owners align marketing investments with revenue goals, operational capacity, seasonality, and local market conditions.
• Recommend strategic priorities that improve profitability—not simply increase lead volume.
• Support owners and drive accountable to agreed-upon growth plans and execution.

Marketing Performance Analytics

Use marketing intelligence to help owners make better business decisions.

• Interpret performance across Google Ads, Local Services Ads, SEO, Google Business Profile, Paid Social, websites, reputation management, and other demand generation programs.
• Translate complex reporting into pract