Field Marketing Manager

About the role

The Field Marketing Manager bridges the gap between national brand strategy and local business performance. As the local marketing advisor for a portfolio of franchise owners, you'll help owners understand how marketing influences every stage of their business—from lead generation and sales conversion to profitability, market share, and long-term growth. Working alongside Franchise Business Consultants (FBCs), Digital Marketing partners, Operations, and Brand Leadership, you'll help franchise owners interpret performance data, identify opportunities, prioritize investments, and develop action plans that improve measurable business results. LOCATION: Richmond, VA (preferred) or Remote (U.S.) TRAVEL: Approximately 50% Marketing is one of the largest investments our franchise owners make. Every recommendation we provide should help owners: Protect their bottom line.Maximize return on marketing investment.Generate sustainable, profitable growth.Make confident, data-informed business decisions. As a franchisee-first organization, we believe our success is directly tied to the success of the owners we serve. The Field Marketing Manager is one of the most important advocates for that success.

Responsibilities

• Support the localized performance strategy for your assigned franchise owners by connecting marketing investments to measurable business outcomes.
• Analyze business performance, marketing KPIs, local market trends, and competitive activity to identify growth opportunities.
• Evaluate marketing ROI using metrics such as cost per lead, lead quality, appointment conversion, sales conversion, average ticket, revenue contribution, and customer acquisition costs.
• Facilitate quarterly local business reviews focused on improving local business performance.
• Help owners align marketing investments with revenue goals, operational capacity, seasonality, and local market conditions.
• Recommend strategic priorities that improve profitability—not simply increase lead volume.
• Support owners and drive accountable to agreed-upon growth plans and execution.
• Use marketing intelligence to help owners make better business decisions.
• Interpret performance across Google Ads, Local Services Ads, SEO, Google Business Profile, Paid Social, websites, reputation management, and other demand generation programs.
• Translate complex reporting into practical business insights.
• Identify opportunities, risks, and trends across assigned markets.
• Benchmark performance against comparable franchise locations.
• Recommend strategic adjustments based on business performance—not assumptions.
• Work side‑by‑side with Franchise Business Consultants to provide coordinated support throughout the franchise owner's journey.
• Support new owner onboarding and market launches.
• Support local performance improvement initiatives.
• Support territory expansion and multi‑location growth.
• Support long‑term business planning.
• Help franchise owners build exceptional businesses through a shared objective with the support team.
• Ensure franchise owners maximize the value of their local marketing (you will not manage campaigns directly).
• Review campaign performance alongside digital marketing partners.
• Help owners understand vendor recommendations and ask better business questions.
• Identify funnel breakdowns and opportunities for improvement.
• Recommend optimization strategies grounded in performance data.
• Advocate for solutions that protect the owner's investment and drive stronger business outcomes.

Qualifications

• Bachelor's degree in marketing, business, or a related discipline.
• 5+ years of experience in franchise marketing, field marketing, business consulting, marketing strategy, or digital marketing.
• Experience working directly with business owners or executive‑level clients.
• Strong understanding of marketing analytics and business performance metrics.
• Experience facilitating strategic business reviews and presenting recommendations to stakeholders.
• Excellent communication, relationship management, and consulting skills.
• Franchise, home services, or multi‑location