Kline Franchising, Inc.
Senior Performance Campaign Manager, Products and Services
2 days ago
Cornelius
Job Description BURN BRANDS CULTURE Burn Brands is one of the fastest growing fitness and wellness companies in the nation and has experienced rapid growth since its founding in 2015. We move like our members and clients – with purpose and at a fast pace. We aim to inspire, empower, and transform lives through community-based fitness and wellness solutions. POSITION OVERVIEWThe Senior Performance Campaign Manager, Products & Services is a strategic, data-driven leader responsible for full-funnel campaign execution and optimization across Burn Brands’ Products & Services portfolio: Franchise Development, Burn Nutrition, Burn On Demand, Podcast, and E-commerce. This role focuses on lead generation, SEO strategy, attribution management, and funnel reporting to drive growth and ensure data integrity across both national and franchise levels.You will collaborate with cross-functional partners, agencies, and franchise stakeholders to deliver high-performing campaigns aligned with business goals, operating with a performance mindset and measurable revenue accountability.ROLES AND RESPONSIBILITIESFull-Funnel Campaign Execution • Lead and optimize full-funnel campaigns across digital and traditional channels for all products and services., • Collaborate with Franchise Development, Nutrition, On Demand, Podcast, E-commerce, creative partners, and agencies to drive acquisition and engagement., • Analyze funnel metrics and use A/B testing for targeting, creative, and channel optimization., • Align campaign strategy with master calendar and ensure all initiatives meet milestones., • Tailor channel strategies by business line to support shared growth objectives., • Own merchandising and demand creation, including product feed health, SKU testing, margin-aware bidding, Shopping/PMAX, affiliate amplification, and landing page optimization., • Build and optimize geo-targeted programs for franchise development, improve lead quality and handoffs, and drive cost efficiency., • Engineer discovery campaigns with content designed for Featured Snippets, People Also Ask, Perspectives, and AI Overview inclusion.Performance Measurement & Optimization, • Responsible for comprehensive reporting and analysis of full funnel campaign and SEO performance metrics, including lead generation volume, cost per lead (CPL), cost per acquisition (CPA), return on ad spend (ROAS), funnel conversion rates, and organic traffic growth., • Monitor dashboards, attribution models, and reporting scorecards to provide real-time insights at both national and local levels., • Collaborate with the Business Intelligence Architect to optimize existing dashboard reporting, develop new scorecards, and create targeted segments to enhance performance outcomes., • Expand performance monitoring tools to include tracking of SERP feature coverage, AI integration observations, branded and non-branded search lift, and creator/partner-assisted conversions across various lines of business and franchise development initiatives.Attribution & Reporting, • Manage attribution governance for Brand Fund and franchise locations, ensuring accurate UTM tracking and data integrity., • Administer UTM governance standards, documentation, and ongoing training for consistent tagging across all digital channels., • Partner with IT, franchise partners, co-op marketing, and agency partners to ensure tracking infrastructure supports full-funnel attribution visibility., • Run incrementally tests (geo holdouts, go-dark, conversion lift) and feed insights into budget allocation and MMM as appropriate.SEO Strategy & Performance, • Collaborate with a digital agency to deploy a zero-click / AIO search funnel strategy by aligning social, SEO, and earned media efforts to create entity-consistent, answer-first assets that appear in SERP features and AI answer engines for all Products & Services and Franchise Development., • Implement and refine SEO strategies throughout websites, landing pages, and funnel assets to support organic growth related to Products and Services., • Conduct monthly audits and reviews, providing actionable plans for continuous optimization., • Develop entity-based SEO practices such as schema, internal linking, and content hubs; work alongside Social/PR teams to strengthen E-E-A-T and increase eligibility for AI/zero-click surfaces within Nutrition, Activewear, BOD, and Franchise Development.Paid Media & AI Integration, • Direct paid media campaigns with a focus on optimizing lead generation, cost per lead (CPL), and return on ad spend (ROAS)., • Incorporate AI tools to enhance personalized acquisition, member engagement, and predictive retention throughout the lifecycle., • Conduct data-driven analyses to refine audience targeting and maximize campaign effectiveness., • Implement a structured, agile experimentation process—including weekly testing plans, sprint reviews, and creative testing matrices (covering hooks, formats, and value propositions)—across Products & Services and Franchise Development.Collaboration & Cross-Functional Leadership, • Partner with cross-functional teams and agency partners to drive funnel performance., • Act as internal subject matter expert on performance analytics and SEO integration., • Support governance, education, and adoption of SEO best practices across the broader marketing organization., • Tight alignment with Partnerships/PR and Social to connect earned/creator/organic with paid/CRM, sharing narratives, taxonomies, and KPIs by line of business and FD. KEY KPI’S & SUCCESS METRICS • Qualified Fran Dev Leads (MQL→SQL advancement, CPQL efficiency, cost-to-award), • Fran Dev Funnel Velocity (time inquiry → signed agreement), • Nutrition & BOD Trial → Paid Conversion Rates and Churn %, • Activewear & E-commerce Campaign ROI (incremental revenue and AOV), • Podcast Engagement Growth (subscribers, listens, conversions), • Campaign Efficiency Metrics (CPL, CPA, ROAS across Products & Services), • SEO/Zero-Click Performance (SERP feature coverage, AI inclusion rates, branded/non-branded search lift), • Engagement Metrics (email/SMS deliverability, CTR, open %, and conversion) QUALIFICATIONS • 5-7 years in performance marketing, campaign management, or digital media., • Performance mindset: demonstrable experience turning analytics into content decisions and rapid iteration., • Achieved results in SEO, paid media, attribution, and funnel optimization., • Skilled with DOMO, Google Analytics, Looker Studio, Tableau., • Predictive analytics and AI integration experience., • Strong project management, teamwork, and communication., • Analytical, data-driven problem-solver with storytelling ability., • Applied predictive analytics to top-of-funnel strategy for scaled impact., • Franchise Development marketing: geo-targeting, lead quality (MQL→SQL), CPQL, and partnership with sales operations., • Ecommerce merchandising: product feed, Shopping/PMAX, margin bidding, CRO/LPO collaboration., • Proven experience implementing zero-click/AIO search funnel strategies increasing SERP features and branded/non-branded search., • Franchise development experience required., • Fitness or multi-location business experience valued.