Franchise Development Marketing Manager

POSITION SUMMARY:

You’re an experienced franchise development marketer who owns the franchise candidate funnel end to end, from the first click on a paid ad to the moment a qualified candidate submits an application. You are the primary marketing partner to our Franchise Development Manager, and you are accountable for the volume, quality, and conversion of franchise candidates. Reporting to the Director of Performance Marketing, you combine three jobs: funnel strategist, performance marketer, and project lead. You design the candidate journey, build and run the automated nurture in FranConnect, and measure every stage. You give the Director the lead-quality insight needed to steer paid media spend, and you work closely with the Manager of PR and the Director of Brand & Creative to tell the barre3 ownership story. You’re a self-starter who is comfortable with data, technology, and people. You manage several projects at once, have an eye for small details, and roll with it when priorities shift. You are not afraid to roll up your sleeves, to test and learn, and do so with a positive and enthusiastic attitude.

**Primary residence must be in the following states: CA, DC, FL, IL, MA, MI, NC, NJ, NY, NV, OH, OR, PA, TN, TX & WA**

KEY JOB RESPONSIBILITIES:

Funnel Strategy & Candidate Journey

• End-to-End Candidate Experience: Design the journey map, messaging architecture, and stage definitions for the full franchise funnel, from inquiry through discovery day and application.
• Lead Intake & Routing: Own how leads from every source (paid media, franchise portals, LinkedIn, PR, events, referrals) enter FranConnect, get routed, and get followed up. Partner with the Director of Performance Marketing on paid lead integration.
• Speed-to-Lead: Set and maintain speed-to-lead and speed-to-booking standards, and build the automation that meets them.

Nurture Automation & CRM

• Nurture Build & Management: Design, build, and manage the automated email sequences that guide candidates from initial inquiry through the owner discovery process. Run lifecycle and promotional email streams.
• FranConnect Administration: Own FranConnect workflows, lead statuses, routing rules, and templates. Keep the system clean, documented, and fully utilized.
• Testing Roadmap: Run a documented A/B testing plan for subject lines, content, cadence, sequence structure, and landing pages. Report results and roll winners into the program.

Lead Quality & Performance Analytics

• Lead Quality Optimization: Define lead quality criteria with the Franchise Development Manager. Track quality by source and feed those insights to the Director of Performance Marketing to guide paid spend and targeting.
• Lead Qualification: Directly vet early-stage candidates through qualification calls and intent assessment to ensure only high-potential prospects move to the Franchise Development Manager.
• Attribution & Tracking: Partner with the Analytics team to keep tracking and data accurate from first touch to signed agreement, including UTMs, forms, and FranConnect source fields.
• Reporting: Deliver a regular funnel report covering volume, stage conversion, cost per qualified lead, speed-to-lead, and source performance. Surface bottlenecks and recommend priority shifts.

Channel Ownership

• LinkedIn Channel Ownership: Lead the strategy for the LinkedIn Social channel, focusing on organic lead generation, candidate education, and reputation management.
• Franchise Development Web Content: Keep franchise opportunity pages, lead magnets, and landing pages current, on-brand, and converting.

Sales Enablement & Brand

• Collateral & Creative Briefing: Develop creative briefs and oversee the production of sales decks, web content, and marketing materials for new studios, resales, and acquisitions.
• PR & Events: Coordinate marketing logistics for trade shows and roadshows while aligning PR efforts with franchise development storytelling goals, in partnership with the Manager of PR.

Project Management & Collaboration

• Project Management & Administration: Serve as the lead PM for franchise development marketing initiatives. Manage project timelines, budgets, and cross-functional communication using tools like Basecamp, Slack, and Google Drive.
• Cross-Functional Collaboration: Act as the primary liaison between Marketing, Creative, Tech, Product, Finance, and Franchise Development to ensure all projects are on-brand and meet business goals.
• Resource & Timeline Oversight: Scope project requirements and manage the organization of all creative assets, ensuring deliverables meet deadlines and quality standards.

KEY PERFORMANCE INDICATORS (KPIs)

1. Qualified Lead Volume & Quality: Number of Marketing Qualified Leads (MQLs) and the share accepted by the Franchise Development Manager, by source.
2. Qualified Lead-to-Applicant Conversion Rate: Success in moving MQL candidates from initial inquiry to formal application.
3. Lifecycle & Funnel Effectiveness: Stage-to-stage conversion across the defined funnel, including discovery day bookings.
4. Speed-to-Lead & Speed-to-Booking: Performance against the standards this role sets.
5. Cost per Qualified Lead: Tracked by source in partnership with the Director of Performance Marketing.
6. Email Conversion Performance: Open rates, click-through rates, and conversion metrics for the nurture sequences, plus completed tests per quarter.
7. LinkedIn Growth & Engagement: Growth in followers, engagement, and downstream actions (clicks, lead magnet sign-ups, webinar registrations), with periodic review of follower demographics against target candidate profiles.
8. Sales Material Accuracy & Impact: The effectiveness and “readiness” of sales decks and acquisition tools, as measured by the Franchise Development Manager’s ability to move deals forward.
9. Project Delivery Rate: Successful execution of assigned initiatives within the established timeline and budget.

Requirements

REQUIRED QUALIFICATIONS:

• Core Value Alignment: Must embody the barre3 values: Practice Authenticity, Stronger Together, Love of Learning, Give Generously, and Make It Happen.
• Experience: 4+ years in marketing, including at least 2 years in franchise development, B2B lead generation, or another long-cycle, high-consideration funnel.
• CRM & Automation: Hands-on experience building automated nurture workflows, lead routing, and reporting in FranConnect or a comparable CRM (such as Salesforce or HubSpot).
• Technical Skills: Working knowledge of HTML to build out dynamic and personalized content within emails.
• Analytics: Proven ability to track funnel performance, attribution, and cost per lead using tools like GA4, Looker, Tableau, or CRM reporting.
• Testing: Experience planning, running, and reporting A/B tests.
• Project Management: Masterful organizational skills and proficiency in project tools (Slack, Basecamp, Dropbox, Google Drive).
• Communication: Exceptional verbal and written skills to coordinate collaboration across internal and external stakeholders, including comfort on qualification calls with prospective owners.

PREFERRED QUALIFICATIONS:

• Franchise development marketing experience in fitness, wellness, or another multi-unit consumer brand.
• Experience working with franchise lead portals and paid media teams.
• Experience with enterprise ESPs such as Iterable.
• Familiarity with franchise development compliance basics, including the Franchise Disclosure Document (FDD) process.

Benefits

ABOUT BARRE3

Barre3 is a fitness company building communities based on body positivity and inclusivity - and this starts with the workplace.

OUR COMMITMENT TO DIVERSITY, EQUITY, AND INCLUSION

Community is at the core of barre3, and we believe that a culture of well-being can only thrive when we collectively embrace diversity and inclusion across all races, genders, gender identities, sexual orientations, ages, cultures, religions, abilities, bodies, socio-economic statuses, and experiences. We acknowledge there is more we can do to create an environment in which all people are seen, all voices are valued, and all individuals are treated with compassion, respect, and dignity. We commit to do the work.

WHAT YOU GET:

• A flexible, hybrid working environment, including opportunities to work remotely and at the Portland Home Office
• Generous medical, dental and vision plans
• Paid holidays, sick and vacation time to empower a healthy work-life balance
• A competitive salary with 401k company-matching, because we care about your future
• Free unlimited access to barre3 online and Portland barre3 classes