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Description
Who is FranConnect? FranConnect is the leading enterprise software provider for franchise and multi-location businesses. For 25+ years, the FranConnect AI-powered platform has served as the backbone for sales, operations, and marketing for over 1,500 brands and one million locations worldwide. Iconic brands such as Bojangles, Capriotti’s, Gold’s Gym, Neighborly, and Papa John’s rely on FranConnect to expand locations, streamline unit operations, enhance collaboration, and improve profitability. Backed by private equity investor Serent Capital, FranConnect is headquartered in Herndon, Virginia, with global offices in Australia, India, Colombia, and Canada. For more information on FranConnect, visit www.franconnect.com.
At FranConnect, we believe great companies are built on great cultures - and that future success belongs to organizations willing to take meaningful risks, innovate, and evolve. We’re building a workplace where people are empowered to grow, contribute meaningfully, and embrace the future of work. As part of our AI-first mindset, we encourage employees to stay curious, explore emerging technologies, think creatively, and use AI to work smarter, move faster, and drive greater value.
Why Marketing, Why Now FranConnect is repositioning: from the system of record franchisors have relied on for decades to the performance platform that makes every unit and every system stronger. Marketing is the driving force behind that shift. This team owns the story we tell the market, the demand we create against it, and the proof that the story is true. It is a small team by design, built around people who can each do the work of several, and it is the growth engine the company is counting on.
That is why we hire self-starters, go-getters, and genuine experts in their discipline. You will not be handed a playbook. You will build one, run it, measure it, and improve it, in close partnership with Sales, Product, and Customer Success. An understanding of the franchise world - how franchisors and franchisees make decisions, what a development pipeline looks like, why unit economics drive everything - is a real plus.
AI proficiency here means more than using it to write faster. We expect every member of this team to be forward-thinking about how AI is changing the demand generation funnel itself: buyers who research through AI answer engines before they ever visit a website, intent signals that arrive earlier and from more places, outreach and nurture that AI agents can run when they have been trained well, and a funnel where attribution, qualification, and follow-up look different from the playbooks of five years ago. You will use AI in your daily work, and you will also help design how this team’s AI agents are trained, prompted, and quality-checked so that the whole team’s capacity grows. We are looking for people who are already thinking about what marketing looks like when an AI-era buyer is on the other side of the funnel.
Overview of the Role FranConnect is looking for a Manager of Content Marketing to turn our company narrative into compelling content that reaches the right buyers. Reporting to the VP of Marketing, you will manage the editorial calendar, develop content for campaigns and launches, and support communications and executive visibility. You will translate agreed messaging and priorities into consistent, high-quality work across channels.
This is a hands-on role for a strong writer and editor who enjoys managing projects from brief to publication. You will create thought leadership, customer stories, campaign assets, and launch content, and support executive bylines and presentations. You will coordinate content contractors and work with a PR partner as needed, using AI tools and agents to draft and repurpose content under clear editorial guidelines. You will manage day-to-day delivery rather than lead a department or set company-wide strategy.
Success means creating content that engages our target accounts and contributes to inbound pipeline - not simply publishing more. You will partner with Growth Marketing on campaigns, account-based programs, and events; with Digital Marketing on discoverability and distribution; and with Customer Success on case studies, references, and customer outcomes. The VP of Marketing will set overall strategy and priorities; you will manage execution and use results to recommend improvements.
Primary Responsibilities Content Planning & Narrative
- Manage the editorial calendar within the content strategy set by the VP of Marketing: themes, formats, and cadence by buyer and industry (Personal Services, Commercial & Residential Services, QSR).
- Apply approved messaging and brand voice across web copy, campaigns, sales collateral, and thought leadership. Review contractor and AI-generated content for consistency and buyer relevance.
- Build and maintain quarterly content plans with Growth and Digital Marketing, aligning production with campaign and pipeline priorities.
Content Production & Editorial Quality
- Write and edit thought leadership, research-based content, customer stories, and launch assets; support executive bylines, keynote materials, and presentations.
- Maintain editorial guidelines and brand voice documentation, recommending updates to the VP of Marketing and helping contractors use them consistently.
- Manage briefs, production, review, and publishing. Coordinate contractors and agencies, track deadlines and spending within the approved budget, and escalate trade-offs as needed.
- Maintain the asset library and sales-facing content map so Sales and BDRs can find and use relevant materials.
Communications & Executive Visibility Support
- Support the PR program with announcement drafts, media research, pitch materials, and coordination with the VP of Marketing and PR partner. Escalate sensitive or time-critical media requests.
- Develop content that supports executive visibility: byline drafts, podcast preparation, speaking submissions, and LinkedIn posts, subject to executive and marketing approval.
- Identify company milestones, customer wins, and original data with news potential. Coordinate approved communications projects and track results with the PR partner.
- Support franchise industry content initiatives, including association and IFA content, trade publication submissions, and research partnership deliverables.
Customer Proof
- Partner with Customer Success and Sales to produce customer proof: case studies, reference materials, benchmarks, and verified outcome data.
- Manage the case study production queue and coordinate customer approvals and reference requests with Customer Success and Sales.
Scaling Content with AI
- Build repeatable content workflows using approved AI tools, with clear source materials, review steps, and human approval before publication.
- Use and refine content agents for drafting, repurposing, industry adaptation, and brief generation. Maintain prompts and review outputs against agreed quality standards.
- Partner with Digital Marketing to structure and update content for search and AI answer engine discovery, testing improvements and checking how our messaging is represented.
Partnership with Growth and Digital
- Deliver content for Growth Marketing campaigns, account-based programs, events, and outbound on a shared calendar.
- Coordinate with Digital Marketing on website, search, and social content so messaging is consistent and assets are built for how buyers find them.
- Define content tracking needs with Marketing Operations during planning and use engagement and attribution reports to recommend improvements.
What You Are Accountable For Shared outcome: Contribute to inbound-sourced pipeline, with engaged ICP accounts as a leading indicator; own content delivery and quality against the agreed plan.
Primary measures
- Engaged ICP accounts (accounts in the ideal customer profile with meaningful content engagement) from supported content programs, against agreed targets
- Contribution to inbound-sourced pipeline from content and communications programs, measured with Growth Marketing and Marketing Operations
- On-time delivery and editorial quality of planned content, campaign assets, and communications materials
- Case study delivery and reference coordination against agreed sales-cycle priorities
Diagnostic measures
- Content engagement by asset and pillar: views, downloads, time on page, and return visits
- Search and AI answer engine visibility on priority topics, tracked jointly with Digital Marketing
- Results of supported PR, executive visibility, and industry partnership initiatives
- Consistency with approved messaging and brand voice across content and AI-assisted output
- Production turnaround, spending against approved budget, and quality of AI-assisted drafts
Requirements
What we are looking for (minimum qualifications)
- 5+ years in B2B content marketing or a related editorial role, including experience managing an editorial calendar and coordinating cross-functional content projects.
- Strong writing and editing skills, with a portfolio of content you created yourself for business audiences across multiple formats.
- Experience developing communications materials, such as announcements, executive bylines, or speaking content, and coordinating stakeholder reviews.
- Experience using content engagement and campaign results to improve content, with an understanding of how content supports demand generation and pipeline.
- Sound editorial judgment and the ability to apply established messaging, give constructive feedback, and flag content that falls outside the brief.
- Hands-on experience using AI tools to draft and repurpose content, developing effective prompts, and reviewing outputs for factual accuracy, brand voice, and quality. Curiosity about how AI answer engines affect buyer research and content discovery.
- Working familiarity with HubSpot or an equivalent platform, web analytics, and content engagement reporting; comfortable partnering with Marketing Operations on tracking and measurement.
- Strong project management and cross-functional collaboration skills, including coordinating input and approvals from Sales, Customer Success, and Product.
Preferred
- Experience marketing to franchise, multi-unit, or multi-location businesses, and an understanding of franchise development and franchisor economics.
- Experience supporting media relations, executive visibility, association partnerships, or original research programs.
- Experience supporting a repositioning or brand relaunch in a B2B software company.
- Experience producing customer case studies, coordinating references, or developing benchmark research.
- Undergraduate degree in Marketing, Communications, Journalism, or a related field, or equivalent professional experience.
Compensation Overview Target Base Salary Range: $95k - $115k USD Variable Bonus: 5%
The compensation details listed represents a good-faith target range for this role. Actual pay at time of offer may vary based on a combination of factors including business needs, experience, skills, education, or location.
