Job Description
Job DescriptionBenefits:
- Health insurance
- Paid time off
- Training & development
- Vision insurance
- 401(k) matching
- Competitive salary
- Dental insurance
- Employee discounts
Strategy, CRM Architecture, Paid Growth, Web Conversion & Local Unit ROI
The Opportunity
Taste Buds Kitchen is a family-friendly franchise brand in hyper-growth, scaling from 25 to nearly 40 locations. As our business expands, we need a Head of Marketing to build, lead, and execute our strategic marketing engine.
Reporting directly to executive leadership, you will serve as the strategic mastermind connecting marketing spend to system-wide profitability. You will own unit-level revenue growth, national brand strategy, CRM customer journey architecture, paid digital acquisition (agency management), website conversion rate optimization (CRO), and local store marketing ROI—leading an internal team (a full-time Creative & Brand Marketing Manager) alongside specialized agency partners.
Key Responsibilities
- Strategic Growth & P&L Alignment: Build and execute the annual multi-channel marketing plan across all locations. Set benchmarks (CAC, LTV, ROAS) and align marketing directly with unit-level P&L success.
- CRM Journey Architecture: Architect automated customer lifecycle journeys for local kitchen bookings, birthday parties, and summer camps. Design email/SMS nurture flows, reactivation triggers, and retention campaigns.
- Paid Media & Agency Management: Own performance marketing across Paid Social (Meta/TikTok) and Search (Google). Manage agency partners, allocate budgets, set ROAS targets, and ensure high-converting creative hooks.
- Website CRO & Funnel Optimization: Lead national website strategy to maximize conversion rates across 40+ location pages. Direct SEO/web development partners in A/B testing and booking flow optimization.
- Local Store Marketing (LSM) & Data-Backed Beta Playbooks: Translate high-level strategy into data-driven playbooks for kitchen owners. Partner with franchisees to pilot and beta-test new marketing initiatives within controlled frameworks before rolling out network-wide.
- Team & Pod Leadership: Lead and mentor our Creative & Brand Marketing Manager (who owns video production, social content, influencer networks, and local toolkits) and agency partners to ensure all creative output fuels core revenue goals.
- Attribution & Dashboards: Build executive dashboards tracking Sales by Source, CPA, LTV, CRM retention rates, and overall ROI for leadership and franchisees.
How We Measure Success
- System Revenue & Unit Growth: YoY growth in class, party, and camp bookings across all locations.
- CRM & Lifecycle Engagement: Lift in database reactivation, email/SMS conversion, and repeat booking frequency (LTV).
- Marketing ROI & Performance: Measurable return on ad spend (ROAS) across paid search and paid social channels.
- Website & Conversion Rate Optimization (CRO): Measurable lift in online booking conversion rates across location landing pages.
Who You Are & Qualifications
- Experience: 6–10+ years of progressive marketing leadership in a multi-unit, franchise, or multi-location system (fitness, fast-casual, family enrichment, or retail preferred).
- Strategic Architect: You connect brand awareness directly to unit economics, attribution, and customer LTV.
- CRM & Funnel Master: Deep experience in lifecycle email/SMS journeys, automated CRM pipelines (GoHighLevel, HubSpot, ActiveCampaign), and high-converting landing pages.
- Data-Driven & Experimental: You test, measure, and iterate, using hard data to gain franchisee buy-in for new initiatives.
- Performance Media Savvy: Expert at directing paid search/social strategy and managing agencies to strict ROAS targets.
Benefits & Perks
- Salary: $95,000 – $115,000 + Performance Bonus
- Schedule: Hybrid (2–3 days/week in Chester, MD HQ; other days remote)
- Health & Wealth: Comprehensive Health Insurance & 401(k) with company match
- Balance: Unlimited PTO, family-first culture, and free cooking classes!
- Impact: Direct leadership role scaling a national brand while empowering local franchise business owners across the country.