Local Marketing Manager - Waxing the City

Purpose Brands, LLC•Woodbury, MN

9d•$87,000 - $97,000•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 focuses on coaching studio owners on paid and organic marketing, diagnosing factors affecting client acquisition and retention, and applying the right strategies to grow new client bookings and studio revenue. The manager works closely with franchisees, shared-services paid media specialists, analytics, digital marketing, and operations and field teams. The role also supports new studio launches, trains franchisees on marketing tools, manages marketing support tickets, and uses insights from studio performance to improve scalable marketing programs and playbooks. The position follows a hybrid work model for employees at the Boca Raton, Florida; Woodbury, Minnesota; and Seattle, Washington offices. On-site days are Monday through Thursday, with Fridays optional for remote work. Travel may be needed 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.
A 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, for team meetings, regional conferences, and franchisee site visits.
Strong analytical problem-solving skills, including the ability to identify root causes and develop practical plans.
Strong communication and coaching skills, including the ability to influence business owners without direct authority and handle challenging performance conversations.
Ability to think strategically while also executing hands-on.
Strong organizational skills 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 roughly 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, and create action plans with owners, timelines, and targets.
Partner with paid media specialists, analytics, and operations and field teams on targeted interventions, and measure their impact.
Identify practices used by top-performing studios and turn them into repeatable playbooks.
Serve as a subject matter expert on local digital marketing, including paid search, paid social, Google Business Profile, local SEO/AEO, and reviews and reputation management.
Coordinate with the digital marketing team to translate national programs into local execution and provide field insights to inform channel strategy.
Monitor platform changes, AI tools, and emerging tactics, and pilot approaches before system-wide rollout.
Partner with new franchisees before opening to develop local launch plans covering paid media, Google Business Profile setup, grassroots outreach, and community partnerships.
Coach studio owners through their first 90 days, track performance against launch benchmarks, and adjust plans when results lag.
Keep the new studio launch playbook current based on recent opening results.
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.
Align with operations and support teams on marketing KPIs and field needs.