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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 Demand Generation to execute the demand plan. This is the seat that turns the plan into programs in the market: account-based campaigns against named accounts, the emails that carry them, the website tests and personalization that convert the traffic those programs earn, and event campaigns run end to end from pre-promotion through follow-up.
This is a builder’s role, not a coordinator’s. You will be in the marketing automation platform yourself: building audiences, writing and QA-ing the email, setting up the tests, and reading the results. The plan and the priorities come from Growth Marketing; how the work gets built, tested, and improved is yours. You will carry a number, and you will know every week whether you are on it.
The measure of the work is not how much went out. It is whether the accounts we want engaged, whether that engagement converted to qualified pipeline, and whether each program got better than the one before it. You will partner with Content Marketing for the assets your campaigns need, with Digital Marketing so the website and search carry the same programs, with Marketing Operations so every lead carries a source and routes fast, and with Sales and the BDR function so that what we hand over gets worked.
Primary Responsibilities Campaign Execution Against the Demand Plan
- Build and run the integrated campaign calendar against the quarterly demand plan: one theme at a time, using content, email, paid, events, sales outreach, and partners together.
- Execute one-to-many account-based programs against the prioritized named-account list, personalized by industry (Personal Services, Commercial & Residential Services, QSR) and by buyer seat, so every account on the list is reached.
- Turn the plan into briefs, build schedules, and launch dates with one owner and one date on every deliverable, and keep the published calendar current.
- Report account and campaign engagement back to Sales on a weekly cadence so BDRs and AEs can qualify better and faster.
Email Creation, Execution, and Nurture
- Own marketing email end to end: audience, copy, build, QA, deployment, and performance - you write and build it, not brief it out.
- Design and maintain follow-up and nurture tracks matched to where each buyer actually is, so a webinar registrant, a booth visitor, and a demo request get different treatment and the team knows which is which.
- Own list hygiene, suppression logic, deliverability, and send governance across the installed base and the prospect universe.
- Work with Marketing Operations on routing and speed to lead, and hold the handoff to the standard agreed with Sales.
Website Testing, Personalization, and Conversion
- Own the conversion testing roadmap on the pages demand programs depend on: landing pages, forms, calls to action, and offers.
- Build and maintain website personalization by industry, account tier, and campaign source, and manage the content updates those programs require, in partnership with Digital Marketing.
- Run one deliberate experiment every week with a hypothesis, a metric, a duration, and a decision rule stated in advance, and log the result and the decision whether it scaled, iterated, or was killed.
Event Campaigns, End to End
- Own event and webinar campaigns from pre-promotion and target-account invitation through on-site or on-platform capture, follow-up tracks by buyer stage, and the pipeline report afterward.
- Hold every event to a lead, MQL, and pipeline target that is known and tracked before the event, not reconstructed after it.
- Coordinate with Sales on account-level invitation, meeting setting, and post-event follow-through.
Marketing Agents
- Train and build marketing agents that extend campaign capacity (audience building, variant drafting, list research, follow-up, reporting) and own the acceptance standard for what they produce.
- Expand what the agents do over time, and document the prompts and playbooks so the whole team can use them.
- Bring one thing you have learned about working with agents to the monthly show-and-tell, so the team’s capacity grows with yours.
What You Are Accountable For North Star: Campaign-sourced qualified pipeline, with engaged target accounts and MQL-to-SQL conversion as the leading indicators Primary measures
- Campaign-sourced MQLs and SQLs against target, with a known source on every MQL
- MQL to SQL conversion against target, by channel and by program
- Engaged target accounts from account-based programs against target
Diagnostic measures
- Email performance by audience and track: deliverability, open, click, conversion, unsubscribe
- Speed to lead, and the share of leads routed within the agreed standard
- Landing page and form conversion rate; test velocity and win rate against the one-experiment-a-week commitment
- Agent-assisted share of campaign output and acceptance rate
Requirements
What we are looking for (minimum qualifications)
- 4+ years in B2B demand generation or growth marketing, running campaigns end to end and held to pipeline rather than activity.
- Hands-on marketing automation: Pardot or equivalent, where you build the audiences, write and QA the email, and deploy it yourself.
- Account-based marketing experience against a named account list, including one-to-many programs personalized by industry or buyer seat.
- Event and webinar campaign experience end to end, including the follow-up design and the pipeline reporting afterward.
- Comfort with conversion testing and website personalization: landing page and form builds, A/B and multivariate testing, and the discipline to state a decision rule before the test runs.
- AI proficiency beyond writing, and in this role it is the point: you have directed AI agents to do real work in the funnel, you can set the standard for what agents produce and what people produce, and you are already thinking about how demand generation has to change when buyers research through AI answer engines before they ever reach a website.
- Working fluency with Salesforce or an equivalent CRM: lead objects, lifecycle stages, source capture, and attribution, as a demanding partner to Marketing Operations.
- The discipline an operating rhythm asks for: a scorecard updated before the meeting, one experiment a week, one owner and one date, and problems raised the day they appear.
Preferred
- Experience marketing to franchise, multi-unit, or multi-location businesses, and an understanding of franchise development and franchisor economics.
- Experience with intent and account data platforms (6sense, Demandbase, ZoomInfo or equivalent)..
- Experience inside a private-equity-backed company during a repositioning or brand relaunch.
- Experience standing up an account-based program from spreadsheets to a scaled, reported system.
- Undergraduate degree in Marketing, Communications, Business, or a related field, or equivalent professional experience.
Compensation Overview Target Base Salary Range: $100k - $125k USD Variable Bonus: 10%
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.
