Summary Of Responsibilities
The Field Marketing Manager supports the execution of local and regional marketing initiatives to drive brand awareness, guest traffic, and sales growth across franchise locations located in the Southeast, with a focus in Florida. This role will be responsible for providing franchisee marketing support, grassroots program development, and local store marketing (LSM) activation. The Field Marketing Manager will need to build solid relationships, establish credibility and an overall rapport working closely with franchisees, operations partners, and the corporate marketing team (brand, digital, media, & menu/calendar) to ensure alignment between national and local marketing programs.
This role is perfect for a marketing professional who thrives in the dynamic quick-service restaurant (QSR) industry, excels in fostering franchisee relationships, and is eager to contribute to a rapidly growing brand. The ideal candidate is organized, detail-oriented, and passionate about restaurant marketing and community engagement.
Essential Functions
Local Store Marketing (LSM), Franchisee Support and Program Activation
Assist in the execution of LSM initiatives, with a focus on supporting transaction and AUV growth.Support franchisees with local marketing needs, ensuring alignment with brand initiatives.Collaborate with Field Marketing team to develop content and co-host regular LSM webinars to educate franchisees on best practices, tools & training resources.Assist in the development and execution of local opt-in programs, ensuring consistency with national programs.Develop programs and conduct franchisee outreach and provide added support for priority, emerging and/or under-performing cafes/markets to enhance local brand presence within your assigned territory. Support may include things like helping franchisees plan and execute community events, hyper-local sponsorships, and grassroots marketing efforts. Assess market challenges/opportunities in priority market(s) alongside Field Ops counterpart(s), including regular market visits (:1x per month), and provide strategic recommendations based on market need.In partnership with our media agency, the Field Marketing Coordinator will be responsible for communicating the implementation of local digital and social media strategies, as needed.Participate in the planning and execution of marketing activities for new store openings, as needed, in key territories, collaborating with cross-functional team to ensure successful launches and community engagement.Host weekly virtual office hours to answer questions and provide proactive marketing guidance to franchisees.Serve as primary point of contact for the Field Marketing LSM Help Desk, routing requests across team appropriately and ensuring timely responses for general support requests (target <2 business days).
Draft and distribute a regular FMM newsletter with marketing updates and resources.
General Marketing Operations & Administration
- Maintain and manage the weekly Field Marketing call agenda.
- Assist in the aggregation and organization of content for key marketing initiatives (e.g., Calendar Activation Team/Marketing Activation Plan/Webinars).
- Serve as a subject matter expert (SME) on the LSM Toolkit, ensuring materials are updated and accessible.
- Support the development and launch of an LSM Blend Community to foster knowledge sharing and best practices among franchisees.
Analytics & Performance Tracking
- Monitor local sales and transaction performance trends in key markets across your assigned territory, identifying insights to optimize marketing efforts
- Assist in gathering and organizing data related to menu performance, pricing trends, competitive activity, and promotional effectiveness in key markets, with a focus on developing analytical skills over time
- Conduct marketplace research to identify local trends and nuances, contributing insights to enhance localized marketing strategies.
Required Experience & Skills
- 3-5 years of experience in marketing, franchise marketing, field marketing, or related roles (restaurant or QSR industry preferred).
- Strong project management and organizational skills, with the ability to handle multiple initiatives simultaneously.
- Strong communication and relationship-building skills, with the ability to work effectively with franchisees and internal teams.
- Basic understanding of local marketing tactics, digital marketing, and community engagement strategies.
- Self-starter who is comfortable working in a fast-paced environment and can problem-solve proactively.
- Proficiency in Microsoft Office Suite (Excel, PowerPoint) and familiarity with marketing tools such as Google Analytics, Meta Ads Manager, and email marketing platforms.
- Willingness to travel (:20-30%) to support franchisee marketing efforts.
Educational Requirements
Bachelor’s degree in Marketing, Business, Communications, or a related field
