Franchise Marketing Manager

Hearst Newspapers is a prominent media company, and they are seeking a Franchise Marketing Manager to lead their Franchise Marketing Program. This role involves developing strategies to drive revenue growth through B2B initiatives, market research, and collaboration with sales and product teams.

Responsibilities:

• Build and lead franchise B2B marketing strategies and tactics: Develop franchise-specific sales assets—including capabilities decks, value propositions, case studies, and pitch materials—that clearly articulate the DMS franchise value story and accelerate system adoption
• Own franchise market intelligence: Lead market segmentation, enterprise account mapping, and target list development to focus sales efforts on the highest-value franchisor and franchisee opportunities
• Define franchise messaging and positioning: Create clear, compelling messaging frameworks that ensure consistency across sales outreach, prospecting, and marketing campaigns while simplifying complex solutions for maximum impact
• Design demand generation programs: Build and execute content-driven lead generation and nurturing programs that convert organic interest into qualified pipeline and revenue growth
• Partner closely with sales leadership: Collaborate on targeting strategy and market research to identify, size, and prioritize high-potential franchise categories
• Measure and optimize performance: Analyze initiative performance and funnel metrics to continuously refine targeting, messaging, lead generation tactics, and ROI
• Lead competitive and market insights: Conduct ongoing competitive research and franchise market analysis to surface trends, white-space opportunities, and differentiation insights that inform go-to-market strategy, sales positioning, and prioritization of high-growth categories
• Operate with ownership and accountability: Manage execution of franchise marketing objectives, including budget oversight, fiscal discipline, and delivery of measurable business outcomes

Requirements:

• 5–8+ years of experience in B2B marketing, product marketing, or go-to-market roles within digital advertising or related industries
• A four-year degree in Marketing or Business Management is preferred
• Experience with franchise marketing programs, multi-location businesses, or complex sales ecosystems is a plus
• Strong passion for supporting sales teams, driving pipeline impact, and translating strategy into execution
• Proven ability to operate as a self-starter in ambiguous, fast-moving environments and build programs from the ground up
• Experience working with CRM, sales enablement, and lead nurturing tools such as Salesforce, HubSpot, Outreach, and Gong
• Strong analytical, communication, and cross-functional collaboration skills