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Paid Social Media Specialist Franchise Development Marketing Digital Performance Based in Indianapolis, IN or San Antonio, TX Purpose Impact The Paid Social Media Specialist is responsible for driving qualified franchise leads, website traffic, and franchise sales pipeline growth through targeted, budget-controlled paid social media campaigns. This role focuses on leveraging platforms like Meta (Facebook/Instagram), TikTok, and LinkedIn to attract high-quality prospective franchise partners, generate inbound interest, and convert that interest into actionable leads for the franchise development team. Working at the intersection of marketing, analytics, and franchise development, this role directly impacts Steak 'n Shake's growth by ensuring marketing investments produce high-quality candidates and measurable pipeline results. What You'll Do Lead Generation Campaign Execution • Plan, launch, and optimize paid social campaigns designed to generate qualified franchise leads, • Build and manage campaigns across Meta Ads Manager, TikTok Ads, and LinkedIn Campaign Manager and similar platforms, • Develop targeted audience strategies to reach prospective franchise owners based on demographics, interests, and behaviors, • Optimize campaigns to drive website traffic to franchise landing pages and lead capture funnels Strategy Funnel Optimization • Develop and execute paid media strategies focused on lead generation and conversion across the franchise development funnel, • Optimize the full funnel---from ad click to landing page to lead submission---to improve conversion rates, • Partner with franchise development to align targeting with ideal candidate profiles (financial qualifications, geography, experience) Budget Performance Management • Manage and allocate advertising budgets to maximize Return on Ad Spend (ROAS) and minimize Cost Per Lead (CPL), • Continuously optimize campaigns to improve conversion rates, lead quality, and cost efficiency, • Scale high-performing campaigns while maintaining disciplined budget control Analytics Reporting • Analyze campaign performance using key metrics including CPL, CPA, CTR, CPC, conversion rates, and ROAS, • Track and report on lead volume, lead quality, and pipeline contribution, • Provide regular performance updates with actionable insights to improve campaign effectiveness and lead generation outcomes, • Partner with franchise development to connect marketing performance to pipeline progression and signed franchise agreements A/B Testing Continuous Improvement • Design and execute A/B tests across ad creatives, messaging, audience targeting, and landing pages, • Continuously refine campaigns to improve lead quality, conversion rates, and cost efficiency Creative Messaging Development • Collaborate with internal teams or external partners to develop compelling, conversion-focused ad creative, • Craft messaging that resonates with prospective franchisees, highlighting the value proposition, financial opportunity, and brand strength, • Ensure all creative aligns with brand standards while driving engagement and action Platform Tracking Optimization • Utilize tools such as Meta Pixel, Google Tag Manager, and Google Analytics to track user behavior and lead conversions, • Ensure accurate tracking, attribution, and reporting of lead generation performance, • Implement retargeting strategies to re-engage interested prospects and improve conversion rates What You Bring • 2--5+ years of experience managing paid social media campaigns focused on lead generation and conversion, • Proven track record of driving qualified leads and measurable pipeline results, • Hands-on experience with Meta Ads Manager, TikTok Ads, and LinkedIn Campaign Manager, • Strong understanding of performance marketing metrics including Cost Per Lead (CPL), Cost Per Acquisition (CPA), CTR, CPC, conversion rates, and ROAS, • Proficiency in Microsoft Excel and familiarity with Google Analytics and tracking tools, • Strong analytical skills with the ability to optimize campaigns based on performance data, • Ability to write compelling, conversion-focused ad copy tailored to target audiences, • Highly detail-oriented with strong organizational and problem-solving skills, • Comfortable working in a fast-paced, results-driven environment, • Demonstrates ownership, accountability, and a performance mindset Preferred Qualifications • Experience in franchise development, lead generation, or B2B marketing, • Experience in multi-unit, retail, or QSR environments, • Certifications such as Meta Blueprint or Google Ads Certification, • Experience with landing page optimization and conversion rate optimization (CRO), • Familiarity with CRM systems and lead tracking processes, • Basic video editing or creative development experience for digital ads Why Join Steak 'n Shake Steak 'n Shake is focused on accelerating franchise growth through disciplined, performance-driven marketing. In this role, you will directly influence how marketing investments translate into qualified franchise candidates and signed agreements. This is a high-impact role where success is clearly measurable---you'll own the engine that fuels franchise growth.