Local Marketing Manager - Waxing the City

Purpose Brands•Woodbury, MN

8d•Hybrid

About The Position

The Local Marketing Manager for Waxing the City owns local marketing performance across the franchise network. This proactive, franchisee-facing role primarily involves coaching studio owners on paid and organic marketing, diagnosing factors affecting client acquisition and retention, and applying appropriate strategies to grow new client bookings and studio revenue. The manager supports franchisees through regular performance conversations, studio performance tiering, root-cause analysis, action plans, and targeted interventions with paid media, analytics, and operations teams. The role also develops repeatable playbooks from the practices of top-performing studios and serves as a subject matter expert in local digital marketing. The position translates national marketing programs into local execution, keeps current with platform changes and emerging tactics, and pilots new approaches. It supports new studio openings with local launch plans and coaching during the first 90 days. It also trains franchisees on marketing tools, manages marketing support tickets, and coordinates with operations and support teams on marketing KPIs and field needs. The role follows a hybrid work model for employees at the Boca Raton, Florida; Woodbury, Minnesota; and Seattle, Washington offices: remote work is optional on Fridays, with on-site work Mondays through Thursdays. Travel as needed is expected, up to 8–10 times a year for team meetings, regional conferences, and franchisee site visits.

Requirements

Bachelor’s degree in marketing, communications, or a related field.
At least 5 years of experience in digital, performance, or local marketing, including at least 2 years in a franchise or multi-unit environment.
Working knowledge of paid search and paid social sufficient to evaluate performance, explain strategy to business owners, and partner with media specialists.
Strong working knowledge of local SEO, Google Business Profile, and review management.
Track record of improving location-level business results, supported by metrics.
Familiarity with Google Ads, Meta Ads Manager, Google Analytics, and Google Business Profile.
Ability to travel as needed, up to 8–10 times a year.
Analytical problem-solving skills, including diagnosing root causes and developing practical plans.
Strong communication and coaching skills, including the ability to influence business owners without direct authority and conduct challenging performance conversations.
Ability to combine strategic thinking with hands-on execution.
Strong organization and ability to manage a large portfolio of studios.
Interest in entrepreneurship and helping small business owners succeed.

Nice To Haves

Google Ads and/or Meta Blueprint certification.

Responsibilities

Spend approximately 20–25 hours per week in one-on-one performance conversations with franchisees, coaching them on paid media, Google Business Profile, local SEO/AEO, and reviews.
Maintain a studio performance tiering model to identify underperformers early and define support levels for each tier.
Diagnose root causes across paid media, local search, reviews, and in-studio conversion; create action plans with owners, timelines, and targets.
Partner with paid media specialists, analytics, and operations/field teams on targeted interventions and measure their impact.
Identify practices of top-performing studios and turn them into repeatable playbooks.
Serve as a subject matter expert in local digital marketing, including paid search, paid social, Google Business Profile, local SEO/AEO, and reviews and reputation management.
Translate national programs into local execution with the digital marketing team and relay field insights into channel strategy.
Monitor platform changes, AI tools, and emerging tactics; pilot new approaches before scaling them system-wide.
Build local launch plans with new franchisees covering paid media, Google Business Profile setup, grassroots outreach, and community partnerships.
Coach new studio owners through their first 90 days, track performance against launch benchmarks, and adjust plans when results lag.
Update the studio launch playbook based on results from recent openings.
Train franchisees on marketing tools and platforms through webinars and workshops.
Manage marketing support tickets through timely resolution and turn recurring issues into scalable system-wide solutions.
Coordinate with operations and support teams on marketing KPIs and field needs.
Travel as needed, up to 8–10 times a year, for team meetings, regional conferences, and franchisee site visits.