VP Marketing Lead - Franchise

We Are Rosie•Atlanta, GA

3d•$95 - $125•Remote

About The Position

We are looking for a senior marketing operator to step into a franchise brand in active transformation and lead the marketing effort from day one. The brand is shifting its marketing model but has not yet defined what that looks like in practice for franchisees. This person walks into that situation, assesses what matters most, and gets to work. This is not a consulting role. It is a hands-on operator role that requires someone who understands how franchise systems actually work — the economics, the franchisor-franchisee relationship, and how to earn trust quickly with business owners who have been let down before. The right person thinks in outcomes, moves with urgency, and knows how to translate complex program design into practical guidance franchisees can act on.

Requirements

10–15 years in marketing with direct experience inside franchise systems
Demonstrated experience designing or managing local marketing programs, co-op or national advertising fund structures, and franchisee communications
Experience communicating directly with franchise owners — not just corporate marketing teams — and a demonstrated ability to earn operator trust quickly
Proven ability to assess a broken system quickly, identify root causes rather than symptoms, and build a prioritized plan for addressing them
Equally comfortable in strategy and execution — can define the program and get it into market
Experience managing and evaluating agency relationships — knows how to retain, recalibrate, or exit
Comfortable operating inside PE-backed or high-accountability organizations with time-sensitive results expectations
Strong communicator who can simplify complex findings for both executive and franchisee audiences
Able to lead from day one without a ramp period — this engagement moves immediately

Nice To Haves

Experience in home services or residential services is a strong plus
Familiarity with transitioning franchisee networks from legacy marketing models to digital is highly valued

Responsibilities

Own the franchise marketing workstream end to end — assessing the full operation, identifying the highest-impact opportunities, and directing the work to close them
Serve as the senior day-to-day partner to leadership — surface what matters, bring recommendations, and remove the layer between leadership and execution
Assess the full state of the brand's marketing operation
Define what a functional local marketing program should look like — channels, placements, messaging, and vendor options franchisees can actually use
Make recommendations on how national advertising funds should be allocated so dollars reach working media rather than overhead
Design a new franchisee onboarding marketing package so no new owner launches without a customer acquisition foundation in place
Identify skill gaps and work with the broader team to activate the right SME support once the picture becomes clear
Evaluate existing agency relationships and make clear, grounded recommendations on whether to retain, recalibrate, or exit
Continuously surface gaps in execution, budget allocation, agency performance, and franchisee experience — without waiting to be asked
Build toward a clear handoff — a record of what was found, what was fixed, and what the incoming permanent leader should prioritize from day one