Franchise Growth Marketing Specialist
5 days ago
Jersey City
Who Are We? EverSmith Brands is a rapidly growing platform of franchise brands serving the commercial facilities services sector. We have aggressive goals to become the premier franchisor in commercials services, providing growth opportunities for our franchisees and our home office team alike. EverSmith Brands is a portfolio company of the private equity firm Riverside Company, which has an extensive history as a growth investor in franchising businesses. The EverSmith Brands platform includes: • MilliCare, a premium, international franchise specializing in maintaining and restoring commercial flooring & textiles, • Kitchen Guard, a premier commercial kitchen exhaust cleaning franchise, • U.S. Lawns, the nation's #1 and largest exclusive commercial landscaping franchise, • Clintar, Canada's premier commercial landscaping & snow management franchise for 50+ years,, • Prism, a specialty restoration franchise for textiles, art, electronics, documents, and more,, • The Seals, a fast-growing commercial Kitchen Services Franchise providing refrigeration and oven gasket installation, door sweeps, and many other services, and, • 1-Tom-Plumber, an emergency service plumbing franchise specializing in emergency plumbing, drain cleaning, and excavation. Position Summary: The Growth Marketing Specialist owns lifecycle marketing and lead nurture for the brand and its franchisees, directs national campaign strategy for lead generation, and leads franchisee marketing enablement and local activation. This role owns the website end-to-end — conversion-rate optimization, site health, and the Bright Pink vendor ticket queue — under the Director of Marketing’s SEO direction and budget authority, and partners with the Director on performance reporting across campaigns, the website, and paid media. Paid search and paid social are executed by Ironmark, with this role managing the day-to-day vendor relationship, testing, and reporting until owner buy-in and proof of concept are established. This role serves as a key connection between the corporate marketing team and franchisees, translating national marketing strategy into local campaign kits, resources, and guidance that franchisees can easily activate, while content production, social publishing, and day-to-day franchisee platform support are executed by the Marketing Coordinator and Franchisee Marketing Specialist. The ideal candidate is a strategic, data-driven marketer who is organized, proactive, highly collaborative, and comfortable managing vendor relationships, marketing technology, and cross-functional priorities to drive lead generation and franchisee growth. Key Responsibilities: 1. NATIONAL CAMPAIGN STRATEGY & LEAD GENERATION • Develop and execute data-driven national marketing campaigns that drive awareness, lead generation, engagement, and retention., • Own campaign briefs and architecture behind the monthly content calendar — audience, offer, channel mix, and measurement — partnering with the Marketing Coordinator on production and publishing., • Own website conversion-rate-optimization (CRO) strategy as the conversion half of lead generation: define lead-generation offers and conversion paths, and prioritize form, landing page, and conversion-path improvements; submit page builds and development work to the Bright Pink website vendor within Director-approved scope and budget., • Track campaign performance against awareness, lead, engagement, and retention goals, and recommend ongoing optimizations. 1. FRANCHISEE MARKETING ENABLEMENT & LOCAL ACTIVATION • Serve as the marketing resource for Franchise Business Consultants (FBCs) and franchisees, providing proactive guidance on collateral requests, local advertising questions, and territory marketing strategy., • Develop scalable, localized marketing content and campaign resources that maintain brand consistency across markets., • Build local campaign kits — prepackaged, ready-to-launch campaign sets covering local promotions, local search, and paid social, each with the creative, copy, and setup steps an owner needs — and track kit publication and owner adoption., • Supply the campaign content and examples that support franchisee content coaching and Local Marketing Playbook training. 1. EMAIL / LIFECYCLE MARKETING & LEAD NURTURE • Own email drip and lifecycle campaign strategy, architecture, segmentation logic, messaging, and test plans, including enhancement and win-back sequences., • Build, schedule, and send lifecycle campaigns in ActiveCampaign, partnering with the Marketing Coordinator for list prep, segment uploads, and test-send proofing., • Analyze lifecycle and email performance — opens, clicks, and conversion/lead outcomes — and direct resulting segmentation and content changes., • Define requirements for building ActiveCampaign into a structured lead-feedback and CRM process, and manage platform configuration, integrations, and data hygiene. 1. WEBSITE OWNERSHIP, DIGITAL PERFORMANCE & SEO COLLABORATION • Own the website end-to-end: CRO, site health, and the Bright Pink vendor ticket queue — scoping, prioritizing, and QA’ing vendor work within Director-approved scope and budget., • Analyze website and campaign lead data across acquisition channels to surface trends and opportunities., • Partner with the Director of Marketing on national, regional, and local keyword strategy and SEO opportunities., • Build monthly performance reporting for brand leadership covering campaigns, lifecycle, website, and paid performance, incorporating reputation and review metrics, and automate manual report assembly where possible. 1. PAID DIGITAL / PPC VENDOR COORDINATION • Own the day-to-day Ironmark vendor relationship: campaign briefs, scope, reporting cadence, and QA of deliverables., • Support controlled PPC and paid social tests with a clear hypothesis, defined audience, and measurement plan; define what qualifies as a lead, track cost per qualified lead, and document results to support scale-or-stop decisions., • Provide vendor invoice details and budget input to the Director of Marketing for reconciliation. Required Qualifications: • Bachelor's degree in Marketing, Communications, Business, or a related field., • 3–5 years of experience in digital, content, social media, or integrated marketing, preferably within a franchise, multi-location, B2B, or consumer services environment., • Strong copywriting, editing, and content creation skills with experience developing marketing content across multiple channels., • Experience with email marketing and marketing automation platforms such as ActiveCampaign, HubSpot, Constant Contact., • Understanding of social media analytics and tools such as Google Analytics/GA4, platform insights, and other marketing reporting tools., • Ability to analyze and identify keyword strategies applicable at national, regional, and local levels, with a working knowledge of SEO and local SEO., • Knowledge of basic graphic design and video editing tools such as Canva, Adobe Express, or similar., • Comfortable using AI tools and emerging marketing technologies to improve content creation, efficiency, and marketing workflows., • Excellent written, verbal, communication, and interpersonal skills., • Strong organizational and project management skills with the ability to manage multiple priorities and deadlines., • Ability to support franchisees with localized content and marketing initiatives., • Willingness to travel approximately 15–20%. Benefits: • Full time position, • Competitive salary, • Annual performance bonus, • Paid time off, • Paid holidays, • Medical, dental, vision insurance, • Company paid life and disability insurance, • 401K with company match, • Great working environment (energetic, fun, friendly, casual, and collaborative), • Growth opportunities, • Cell phone reimbursement, • Employee assistance program, • Flexible spending account, • Health savings account Physical Requirements: The physical demands described here are representative of those that must be met to successfully perform the essential functions of this job. The employee should be able to stand, sit at an office space, see, hear and understand speech, communicate, lift computer equipment, supplies and materials, use office equipment and computers. The employee is exposed to typical office working conditions. If requested by an applicant or employee, we may provide reasonable accommodations to enable individuals with disabilities to perform the essential job functions. The above statements are intended to describe the general nature and level of work performed. They are not intended to be construed as an exhaustive list of all duties required of personnel so classified. We have the exclusive right to alter this job description at any time without notice. EverSmith Brands is committed to Equal Employment Opportunity and to attracting, retaining, developing and promoting the most qualified employees without regard to their race, gender, color, religion, sexual orientation, national origin, age, physical or mental disability, citizenship status, veteran status, or any other characteristic prohibited by federal or state law. We are dedicated to providing a work environment free from discrimination and harassment, and where employees are treated with respect and dignity.
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