Senior Manager, Local Marketing

H&R Block is a leader in the tax industry, providing help and inspiring confidence in clients and communities. The Senior Manager, Local Marketing will lead the strategy and execution of localized marketing efforts to drive customer acquisition and brand presence across company-owned and franchise locations.

Responsibilities:

• Lead development and team execution of local marketing strategies and programs that support Consumer Tax business goals across company-owned and franchise locations
• Partner across Marketing to adapt and activate integrated campaigns at the local level, ensuring alignment with business priorities and market needs
• Manage field marketing and enablement programs that equip offices with tools, resources, and best practices to execute campaigns consistently and effectively
• Collaborate with Retail Operations, Franchise Leadership, and Field Teams to identify local market opportunities and drive adoption of marketing initiatives
• Oversee local marketing platforms, programs, and processes that support in-market execution, community engagement, and brand visibility
• Support in-season performance management during peak tax periods, helping identify local market actions that improve customer acquisition and business results
• Support year-round local engagement and programs to maintain local presence and increased awareness
• Create and maintain field-facing communications, portals, playbooks, training materials, and marketing resources that drive clarity and consistency across markets
• Partner with Analytics to monitor local marketing performance, measure program effectiveness, and identify optimization opportunities
• Lead continuous improvement efforts to streamline local marketing processes, enhance field experience, and increase program effectiveness

Requirements:

• Bachelor's degree in Marketing, Business, Communications, or a related field
• 7+ years of experience in local, field, retail, or go-to-market marketing
• Proven ability to lead and develop teams while driving performance
• Experience managing multi-location or franchise marketing programs in a consumer-focused environment
• Strong cross-functional leadership, communication, and project management skills in a matrixed organization
• Data-driven mindset with the ability to optimize campaigns and balance strategy with hands-on execution
• Experience in multi-unit retail, franchise, or service-based environments with localized customer acquisition strategies
• Background in tax, financial services, or seasonal businesses with high-volume peak periods
• Familiarity with local media planning, geo-targeting, and community-based marketing tactics