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  • Paid Social Media Specialist - Franchise Development
    Paid Social Media Specialist - Franchise Development
    1 day ago
    Full-time
    Wholesale District, Indianapolis

    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.

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