About FranConnect
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FranConnect is the leading enterprise software provider for franchise and multi-location businesses. For over 20 years, the FranConnect platform has served as the sales, operations, and marketing backbone for over 1500 brands and 350,000 units worldwide.
These brands rely on FranConnect to expand locations, streamline unit operations, enhance collaboration across the network of locations, and improve profitability.
FranConnect’s customers are some of the most iconic and recognized brands in the industry, including SPARC / Authentic Brands (Forever 21), Tropical Smoothie Café, Authority Brands, and Papa Johns.
Backed by private-equity investor Serent Capital, FranConnect is headquartered in Herndon, Virginia, with global offices in Australia, India, Colombia, and Canada.
Overview of Position
FranConnect is seeking a Director of Content & Communications. This is an individual contributor role that will own and lead our strategic content and communications function from planning to execution.
In this pivotal role, you will be responsible for ensuring FranConnect’s value proposition is accurate, clear and compelling, and properly brought to life across the organization in content, conversations, and reputation.
You will lead the charge in making sure our content initiatives are clear and delivering results that encourage new business and cultivate opportunities with our existing client base.
Your expertise in understanding customer motivations coupled with your ability to measure content’s influence in business goals, will be crucial.
This is a cross-functional role, reporting to the SVP of Marketing, and collaborating closely with Product, Operations, Sales and Marketing.
Local candidates must be willing to come into the HQ office in Herndon, VA 3 days per week (Tuesday, Wednesday and Thursday).
Primary Duties & Areas of Responsibility
Communications Plan
- Establish and drive a comprehensive multi-channel communications plan that shares objectives, timelines, data and key performance indicators.
- Develop and manage companywide editorial calendar.
- Continuously measure and improve content performance on pipeline generation and business growth; create reports leveraging Google Analytics, HubSpot and social media analytics tools.
Messaging
Collaborate with Product Management, Sales, Operations and Executive Teams to develop / refine product messaging that resonates with our target buyer personas.
Inject this messaging into our Sales and Marketing content and campaigns.
Content Development
- Create high-impact content, including overview video’s, how-to guides, blog posts, case studies, white papers and webinars.
- Manage the collateral and sales presentations used to move prospects along through their buying journey.
- Ensure our website properly reflects our value proposition and optimize the content on the site for better conversion.
Competitive Landscape
Be an expert on our competition and how they are positioned to ensure we are equipped w / content to win in competitive sales cycles.
Media Relations
Manage media and analyst relations. Write press releases, byline articles. Schedule media interviews w / executives.
Requirements
- 8+ years of professional experience in content, marketing communications or product marketing in a B2B SaaS environment
- Proven ability to work autonomously and manage multiple tasks in a deadline-driven environment
- Exceptional verbal and written communication skills
- Proficient with martech and analytics tools (HubSpot, Hootsuite, Salesforce, Google Analytics).
- Strong SEO Skills
- Franchise industry expertise a plus
- Undergraduate degree required, or equivalent in experience
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