Director Franchise Development Marketing

Unleashed Brands•Bedford, TX

About The Position

The Director of Franchise Development Marketing is responsible for driving qualified franchise leads, enhancing brand visibility, and supporting overall growth across the Unleashed Brands platform. This role is both strategic and hands-on — leading proactive marketing initiatives, managing vendor partnerships, and ensuring proactive campaigns that support franchise recruitment goals. The position collaborates directly with the SVP of Franchise Recruitment and the VP of Brand Management & Communications to align marketing efforts, budgets, and performance reporting with brand and growth objectives.

Requirements

BA/BS in Marketing, Business Administration, Communications, or a related field.
7+ years of marketing experience, preferably in franchising or multi-unit consumer brands.
Proven success developing and executing franchise development or B2B lead generation campaigns.
Expertise in mapping customer journeys and designing full-funnel marketing strategies that drive awareness, nurture engagement, and convert qualified leads.
Strong understanding of paid media, digital marketing, CRM systems, and performance analytics.
Experience managing marketing budgets and reporting on ROI, CPL, and CPD performance.
Exceptional communication, project management, and vendor management skills.
Ability to balance strategic thinking with hands-on execution in a fast-paced, entrepreneurial environment.
Extremely detail-oriented.
Able to work under a minimal amount of supervision.
Self-motivated and able to take ownership of projects.

Responsibilities

Develop and execute proactive franchise development marketing strategies that align with overall business growth goals and recruitment priorities.
Build annual and quarterly marketing plans, including media strategy, content themes, and lead generation campaigns.
Partner with the SVP of Franchise Recruitment and VP of Brand Management & Communications to ensure messaging, targeting, and resource allocation align with lead generation and signing goals.
Oversee creation of all franchise marketing assets including digital ads, websites, emails, video, and social media.
Lead storytelling efforts to communicate the franchise value proposition, candidate journey, and brand differentiation.
Serve as the primary marketing liaison to broker networks, ensuring alignment between recruitment goals and marketing support.
Supply broker networks with clear, compelling marketing materials, messaging, and ongoing communications to support lead generation and brand positioning.
Coordinate company participation, sponsorships, and presence at broker network events, conferences, and meetings in partnership with franchise recruitment leadership.
Manage relationships with external marketing agencies, creative partners, and lead generation vendors.
Oversee and track the franchise marketing budget, ensuring resources are allocated efficiently to maximize ROI.
Own and report on key franchise marketing KPIs, including lead volume, cost-per-lead (CPL), cost-per-deal (CPD), and step conversion rates.
Deliver monthly and quarterly performance reports with actionable insights and recommendations.
Partner with analytics and recruitment teams to optimize lead quality, conversion funnels, and marketing attribution.
Present results and learnings to senior leadership, ensuring transparency and continuous improvement.