New Store Opening Marketing Manager

Role Overview Every new Scenthound location's first year either builds momentum or loses it — and this role is what tips the scale. The New Store Opening Marketing Manager owns the marketing ramp for every new Scenter from the moment a lease is signed through the end of Year 1, turning a market analysis into a grand opening crowd, and a grand opening crowd into a profitable location. This role is the primary marketing contact for franchisees during the most critical phase of their business — the pre-sale period, grand opening, and first year of operations. Essential Duties and Responsibilities Pre-Opening Setup & Strategy • Serve as the first marketing point of contact for new franchisees; lead onboarding calls to walk them through the marketing launch process and set expectations for the pre-sale period • Evaluate the competitive landscape and market characteristics of each new location to determine the most appropriate media strategy — channel mix, spend level, and timing — based on market size, brand presence in the area, and proximity to existing locations • Oversee all digital setup for new locations: website presence, Facebook business page, Meta and Google ad accounts, digital listings, and review platform integrations • Partner with media agencies to brief in the pre-sale media strategy and ensure campaigns are set up correctly and go live on time • Walk franchisees through the media strategy and planned approach before launch, ensuring they understand the channels, budget, and expected results Pre-Sale Execution & Performance • Monitor pre-sale performance daily and weekly — tracking leads, cost per lead (CPL), conversion rates, and founding membership counts against targets • Communicate results and insights to franchisees on a regular basis; translate data into clear, actionable guidance • Work with agencies and Franchise Business Coaches (FBCs) to intervene quickly when locations are underperforming, adjusting creative, spend, or strategy as needed • Manage the transition from pre-sale offer to grand opening, coordinating messaging, digital updates, and channel priorities to maximize momentum at open Year 1 Ramp Management (Open through Month 12) • Hold post-opening spend levels steady through the first three months of operation — partnering with agencies to maintain channel activity during the highest-traffic window of the first year • Track each location against its membership ramp targets (opening day → Month 3 → end of Year 1) and escalate locations that are trending behind • Conduct 30, 60, and 90-day post-opening check-ins with franchisees to review performance, answer questions, and adjust the marketing approach • Manage and report on offer testing across new location cohorts; compile results and share read-outs with the broader marketing team • Maintain a current, accurate view of all active Year 1 locations — by cohort, channel mix, and ramp progress • At the end of Year 1 (or when a location reaches steady-state performance), complete a structured handoff to the Marketing Specialist for ongoing franchisee support Qualifications • 5+ years in franchise, multi-unit retail, or local/regional marketing — you understand the difference between marketing a brand and marketing 160+ individually-owned businesses under one brand • Strong project management skills; comfortable running 8–12 simultaneous location launches, each at a different stage, without losing track of any one of them • Clear, confident communicator who can build trust with franchisee operators and translate data into plain-language recommendations • Comfortable working with CRM systems, analytics platforms, and digital ad account dashboards (Zoho, GA4, Meta Business Manager, or equivalent) • Prior experience in a franchise system specifically (vs. corporate-owned multi-location retail) is a strong plus