Summary/objective
The Marketing Brand Manager will primarily manage and execute lead generation activities using a wide variety of local marketing programs such as email marketing, website updates, social media, SEO, SEM, direct mail and other business development tactics for our Image360 brand and corporate owned flagship location. This role will also assist in the delivery of lead generation for all Franchise Members and will interact with fellow brand and digital marketing teammates, corporate owned location leadership, our agencies and Franchise Members in the U.S.
and Canada.
Essential functions
- Strategic Planning:
- Help steer the brands direction, develop, and implement marketing plans aligned with the overall business objectives with a focus on lead generation for all locations.
- Conduct market research to identify trends, competitor activities and opportunities for growth.
- Work closely with the senior marketing managers and corporate owned location leadership to ensure their support.
- Work with large Franchise Members to identify best practices in the field and collaborate with internal brand and digital teams to roll out tactics to the franchise system.
- Brand Management:
- Maintain and enhance the brand image and identity across all marketing initiatives.
- Ensure brand consistency and compliance with brand guidelines at both the corporate and franchise levels.
- Digital Marketing:
- Oversee digital marketing campaigns, including SEO, SEM, social media, and email marketing to improve rankings, engagement and lead generation for corporate owned locations.
- Make updates to the corporate location websites directly in the Content Management System of the website.
- Provide content for corporate location email messages
- Post content to corporate location social media channels
- Collaborate with the internal digital team and external digital partner(s) to optimize online presence and drive online traffic to Franchise Members.
- Franchise Support:
- Provide marketing support to corporate owned locations and Franchise Members, offering guidance on local marketing initiatives.
- Develop marketing collateral and materials for franchise use.
- Update and train Franchise Members to update local websites using our content management system (CMS).
- Advertising and Promotions:
- Plan and execute advertising campaigns, promotions, and events to increase brand visibility and attract customers.
- Monitor the performance of advertising efforts and adjust strategies accordingly.
- Collaboration and Training:
- Conduct training sessions to educate Franchise Members on marketing best practices.
- Coordinate regularly with the marketing team to capitalize on, customize and implement locally available brand-wide marketing programs.
- Coordinate tasks with other team members for Franchise Member resales, relocations and new locations.
- Train new Franchise Members.
- Budgets and Metrics:
- Manage the brand and corporate location marketing budgets, track actual spending versus budget, and prioritize/fine tune programs based on measured results.
- Extract marketing metrics from multiple sources, provide analysis, create benchmarks and present reports and improvement recommendations on brand and program performance.
- Track Franchise Member participation in marketing programs.
Competencies
- Outstanding customer service skills
- Strong organization and project management skills
- Detail oriented with excellent writing, proofing, and analytical skills
- Ability to manage multiple projects and meet tight deadlines
- Self-motivated, positive team player with a creative flair
- Excellent communication and interpersonal skills
- Creative thinking and problem-solving abilities
- Passion for driving brand success in the competitive franchising landscape
Work environment
- Professional corporate and team-oriented environment
- Hybrid work schedule with at least 2 days each week in office
Physical demands
- Prolonged periods sitting at a desk and working on a computer
- Must be able to lift up to 15 pounds at times
- Standard business hours although some overtime may be required to meet deadlines or manage unexpected issues
Travel required
- Minimal travel to corporate office and Franchise Member events
Required education and experience
- Bachelor’s degree and 5+ years-experience in marketing or related field
- Hands-on experience with digital marketing, website content management system updates, creative development, email marketing and social media posting and advertising
- Marketing agency business and B2B experience important
- Solid Understanding of Google Analytics and Ads platforms
- Basic creative design and video editing skills
- Proficient in Microsoft Office
Preferred education and experience
- Knowledge of direct mail and printing practices helpful
- Preferred experience in franchising or multi-brand environment
- Microsoft Teams and Monday.com helpful
Other duties
Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities and activities may change at any time with or without notice.
Who are we?
Alliance Franchise Brands LLC and its subsidiary, KK Printing Canada ULC, are the franchisors of more than 600 locations in North America operating the company’s brands: Allegra Marketing Print Mail, Image360, Signs Now, Signs By Tomorrow, KKP, Insty-Prints, American Speedy Printing Centers, and RSVP. Alliance Franchise Brands is proud that three of our brands were selected for the 2020 Entrepreneur 500 list. Independently owned and operated franchises provide national, regional and local businesses and organizations with a one-stop resource for technologically advanced and strategically sound solutions for their graphics communications needs. In total, Alliance Franchise Brands serves more than 600 franchise members in the U.S., Canada, and England with system-wide sales of more than $380 million.
