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Development Marketing Manager

Development Marketing Manager

Alliance Franchise BrandsPlymouth, MI, US
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Development Marketing Manager

Development Marketing Manager is responsible for creating and executing marketing strategies aimed at attracting and acquiring new Franchise Members and owners of existing print and sign businesses to join our network. The ideal candidate will have a strong background in franchise development marketing, direct mail marketing, mailing list management, lead generation and digital marketing, with a focus on expanding our franchise footprint.

  • This position is located in Plymouth, Michigan and requires at least two days a week in the office.

Essential Functions

  • Develop and Execute Marketing Strategies : Create and implement marketing plans and campaigns specifically designed to generate leads and attract potential Franchise Members and owners of print and sign businesses to Alliance Franchise Brands. This includes direct mail marketing, digital marketing, content marketing, social media, SEO / SEM, email marketing, trade shows and other traditional advertising methods.
  • Lead Generation : Oversee and optimize lead generation processes, ensuring a steady and qualified flow of franchise candidates. Collaborate with digital marketing, content marketing and development sales teams to align marketing efforts with sales goals and improve conversion rates.
  • Robust Database Management : Champion the rebuilding of our current database, regularly enhancing it with state of the industry data sources and maintain the database in pristine condition at all times. Lead the research, selection and sourcing of other prospect databases for our franchise members to use in growing sales at their local businesses.
  • Direct Mail : Oversee the development and execution of direct mail marketing programs to generate leads for the sales teams, including the overhaul and maintenance of a robust, dynamic prospect database.
  • Content Creation : Manage the development of compelling content (e.g., blogs, email, social media, direct mail, collateral, whitepapers, videos, case studies) with the internal content team that communicate the value proposition of our franchise opportunities. Ensure that all marketing materials are consistent with the AFB's brand, messaging and legal compliance.
  • Market Research and Analysis : Conduct market research to identify target demographics, market trends, and competitive landscape. Use insights to refine marketing strategies and identify opportunities for growth.
  • Event Management : Plan and manage events such as franchise expos and webinars that are designed to attract potential Franchise Members. Coordinate with internal teams and external vendors to ensure successful execution.
  • Digital Marketing : Coordinate with internal digital team to oversee digital marketing campaigns to implement SEO, SEM, social media, and email marketing campaigns to grow lead generation. Make updates to the websites directly in the Content Management System of the website. Collaborate with the internal digital team and external digital partner(s) to optimize campaigns, online presence, site performance and drive online traffic.
  • Public Relations : Work with internal stakeholders, the content team and external public relations firm to generate press releases and news coverage of AFB's development sales efforts.
  • Brand Management : Maintain and enhance the AFB's brand presence across all channels, ensuring consistency in messaging and visual identity. Work closely with internal design and brand teams to create marketing collateral that resonates with our target audience.
  • Stakeholder Collaboration : Work closely with senior leadership, marketing teams, sales teams, and other departments to ensure alignment on franchise growth objectives. Act as the marketing liaison for franchise development team providing insights and recommendations to the executive team.
  • Performance Analysis : Establish KPIs and closely track and analyze the performance of marketing campaigns. Use data-driven insights to optimize strategies, improve lead quality, and increase conversion rates.
  • Vendor Management : Build and maintain relationships with our internal printing franchise and external vendors, including digital agencies, PR firms, and digital marketing partners. Negotiate contracts and oversee vendor performance to ensure high-quality service delivery.
  • Marketing Plan and Budget Management : Develop Development marketing plan and manage the marketing budget for franchise development initiatives, ensuring cost-effective use of resources while maximizing ROI.

    • Competencies

  • Outstanding customer service skills.
  • Results-driven with a strong sense of ownership and accountability.
  • Ability to work independently and as part of a team in a fast-paced environment.
  • Self-motivated, positive team player with a creative flair.
  • Creative thinking and problem-solving abilities.
  • Strong attention to detail and commitment to quality.
  • Strong project management skills, with the ability to manage multiple campaigns simultaneously.

    • Supervisory Responsibility

  • Coaches, mentors, and leads others to influence high performance.
  • Attend marketing leadership's and development's weekly and tri-annual meetings

    • Required education and experience

  • Bachelor's degree in marketing, business administration, communications, or a related field with 5+ years of experience in marketing, with at least 3 years focused on franchise development.
  • Strong understanding of franchise business models and franchisee recruitment processes.
  • Proficiency in direct mail marketing, prospect list management and enhancement, digital marketing tools and platforms, including CRM systems, marketing automation, Google Analytics, Ads platforms and analytics software.
  • Marketing agency business and B2B experience are important.
  • Basic creative design and video editing skills.
  • AI use in a Franchise Development environment helpful.
  • Proficient in Microsoft Office.

    • Preferred education and experience

  • Preferred experience in franchising or multi-brand environment
  • Certifications (e.g. Digital Marketing, Franchise Management) a plus

    • Value of Joining our Team

  • We offer flexible health and insurance options including medical, dental and vision, employee, spouse, and child life insurance, short-and long-term disability, Healthcare FSA and Dependent care FSA, critical illness, and accident insurance. We also offer an Employee Assistance Program to support the well-being of you and your family.
  • We provide paid holidays and paid time away to spend with your family and friends.
  • Plan for the near and long-term with our 401K retirements savings plan with matching company contributions.
  • Bonus eligibility

    • About Us

    Alliance Franchise Brands LLC and its subsidiary, KK Printing Canada ULC, are the franchisors of more than 600 locations in North America operating the company's brands : Allegra Marketing Print Mail, Image360, Signs Now, Signs by Tomorrow, KKP, Insty-Prints, American Speedy Printing Centers, and RSVP. Alliance Franchise Brands is proud that three of our brands were selected for the 2022 Entrepreneur 500 list. Independently owned and operated franchises provide national, regional, and local businesses and organizations with a one-stop resource for technologically advanced and strategically sound solutions for their graphics communications needs. In total, Alliance Franchise Brands serves more than 600 franchise members in the U.S., Canada, and England with system-wide sales of more than $380 million.

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    Marketing Manager • Plymouth, MI, US

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