Paid Social Media Specialist - Franchise Development

Working at the intersection of marketing, analytics, and franchise development, this role directly impacts Steak ’n Shake’s growth by ensuring marketing investments produce high-quality candidates and measurable pipeline results. Develop and execute paid media strategies focused on lead generation and conversion across the franchise development funnel Optimize the full funnel—from ad click to landing page to lead submission—to improve conversion rates Partner with franchise development to align targeting with ideal candidate profiles (financial qualifications, geography, experience) Analyze campaign performance using key metrics including CPL, CPA, CTR, CPC, conversion rates, and ROAS Track and report on lead volume, lead quality, and pipeline contribution Provide regular performance updates with actionable insights to improve campaign effectiveness and lead generation outcomes Partner with franchise development to connect marketing performance to pipeline progression and signed franchise agreements Utilize tools such as Meta Pixel, Google Tag Manager, and Google Analytics to track user behavior and lead conversions Ensure accurate tracking, attribution, and reporting of lead generation performance Implement retargeting strategies to re-engage interested prospects and improve conversion rates Experience in franchise development, lead generation, or B2B marketing Experience in multi-unit, retail, or QSR environments Certifications such as Meta Blueprint or Google Ads Certification Experience with landing page optimization and conversion rate optimization (CRO) Familiarity with CRM systems and lead tracking processes Basic video editing or creative development experience for digital ads