Franchise Development Marketing Manager

barre3

5d • $80,000 - $90,000 • Hybrid

About The Position

The Franchise Development Marketing Manager owns the franchise candidate funnel from initial paid-ad interaction through application, with accountability for candidate volume, quality, and conversion. The role is the primary marketing partner to the Franchise Development Manager and reports to the Director of Performance Marketing. It combines funnel strategy, performance marketing, and project leadership to design the candidate journey, build and manage automated nurture programs in FranConnect, measure funnel performance, and provide lead-quality insights to guide paid media investment. The manager also works with PR and Brand & Creative on franchise ownership storytelling.

The position oversees candidate journey design, lead intake and routing, response-time standards, CRM workflows, nurture automation, testing, qualification, attribution, analytics, LinkedIn strategy, franchise-development web content, sales collateral, PR and event logistics, and cross-functional project delivery. The role requires managing multiple projects, adapting to shifting priorities, and working comfortably with data, technology, and prospective owners.

Primary residence must be in CA, DC, FL, IL, MA, MI, NC, NJ, NY, NV, OH, OR, PA, TN, TX, or WA. The working environment is flexible and hybrid, with opportunities to work remotely and at the Portland Home Office.

Requirements

• Must embody barre3’s values: Practice Authenticity, Stronger Together, Love of Learning, Give Generously, and Make It Happen.
• At least 4 years of marketing experience, including at least 2 years in franchise development, B2B lead generation, or another long-cycle, high-consideration funnel.
• Hands-on experience building automated nurture workflows, lead routing, and reporting in FranConnect or a comparable CRM such as Salesforce or HubSpot.
• Working knowledge of HTML for building dynamic and personalized email content.
• Ability to track funnel performance, attribution, and cost per lead using tools such as GA4, Looker, Tableau, or CRM reporting.
• Experience planning, running, and reporting A/B tests.
• Strong organizational skills and proficiency with project tools such as Slack, Basecamp, Dropbox, and Google Drive.
• Exceptional verbal and written communication skills for coordinating internal and external stakeholders, including comfort conducting qualification calls with prospective owners.
• Primary residence in one of the listed states: CA, DC, FL, IL, MA, MI, NC, NJ, NY, NV, OH, OR, PA, TN, TX, or WA.

Nice To Haves

• Franchise development marketing experience in fitness, wellness, or another multi-unit consumer brand.
• Experience working with franchise lead portals and paid media teams.
• Experience with enterprise email service providers such as Iterable.
• Familiarity with franchise development compliance basics, including the Franchise Disclosure Document (FDD) process.

Responsibilities

• Design the franchise candidate journey map, messaging architecture, and stage definitions from inquiry through discovery day and application.
• Own lead intake, routing, and follow-up in FranConnect for leads from paid media, franchise portals, LinkedIn, PR, events, and referrals; partner with the Director of Performance Marketing on paid lead integration.
• Set and maintain speed-to-lead and speed-to-booking standards and build automation to meet them.
• Design, build, and manage automated email nurture sequences and lifecycle and promotional email streams.
• Administer FranConnect workflows, lead statuses, routing rules, and templates; keep the system clean, documented, and fully utilized.
• Create and run a documented A/B testing plan for email subject lines, content, cadence, sequence structure, and landing pages; report results and implement winning approaches.
• Define lead-quality criteria with the Franchise Development Manager and track quality by source to inform paid-media spend and targeting.
• Vet early-stage candidates through qualification calls and intent assessment, advancing high-potential prospects to the Franchise Development Manager.
• Partner with Analytics to maintain accurate tracking from first touch to signed agreement, including UTMs, forms, and FranConnect source fields.
• Deliver regular funnel reporting on volume, stage conversion, cost per qualified lead, speed-to-lead, and source performance; identify bottlenecks and recommend priorities.
• Lead LinkedIn strategy for organic lead generation, candidate education, and reputation management.
• Maintain franchise opportunity pages, lead magnets, and landing pages so they are current, on-brand, and effective.
• Develop creative briefs and oversee sales decks, web content, and marketing materials for new studios, resales, and acquisitions.
• Coordinate marketing logistics for trade shows and roadshows and align PR with franchise development storytelling goals in partnership with the Manager of PR.
• Lead project management for franchise development marketing initiatives, including timelines, budgets, and cross-functional communication using tools such as Basecamp, Slack, and Google Drive.
• Serve as the primary liaison among Marketing, Creative, Tech, Product, Finance, and Franchise Development to ensure projects meet brand and business goals.
• Scope project requirements and organize creative assets, ensuring deliverables meet deadlines and quality standards.

Benefits

• Flexible, hybrid working environment, including opportunities to work remotely and at the Portland Home Office.
• Medical, dental, and vision plans.
• Paid holidays, sick time, and vacation time.
• 401(k) company matching.
• Free unlimited access to barre3 online and Portland barre3 classes.

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Education Level: No Education Listed