Paid Social Media Specialist - Franchise Development

Paid
Social Media Specialist

Franchise
Development | Marketing & Digital Performance

Based in Indianapolis, IN or San Antonio, TX

Purpose
& Impact

The Paid
Social Media Specialist is responsible for driving qualified franchise
leads, website traffic, and franchise sales pipeline growth through
targeted, budget-controlled paid social media campaigns.

This role
focuses on leveraging platforms like Meta (Facebook/Instagram), TikTok, and
LinkedIn to attract high-quality prospective franchise partners, generate
inbound interest, and convert that interest into actionable leads for the
franchise development team.

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.

What
You’ll Do

Lead
Generation & Campaign Execution

Plan, launch, and optimize paid social
campaigns designed to generate qualified franchise leads
Build and manage campaigns across Meta
Ads Manager, TikTok Ads, and LinkedIn Campaign Manager and similar
platforms
Develop targeted audience strategies
to reach prospective franchise owners based on demographics, interests,
and behaviors
Optimize campaigns to drive website
traffic to franchise landing pages and lead capture funnels

Strategy
& Funnel Optimization

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)

Budget
& Performance Management

Manage and allocate advertising
budgets to maximize Return on Ad Spend (ROAS) and minimize Cost
Per Lead (CPL)
Continuously optimize campaigns to
improve conversion rates, lead quality, and cost efficiency
Scale high-performing campaigns while
maintaining disciplined budget control

Analytics
& Reporting

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

A/B
Testing & Continuous Improvement

Design and execute A/B tests across ad
creatives, messaging, audience targeting, and landing pages
Continuously refine campaigns to
improve lead quality, conversion rates, and cost efficiency

Creative
& Messaging Development

Collaborate with internal teams or
external partners to develop compelling, conversion-focused ad creative
Craft messaging that resonates with
prospective franchisees, highlighting the value proposition, financial
opportunity, and brand strength
Ensure all creative aligns with brand
standards while driving engagement and action

Platform
& Tracking Optimization

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

What You
Bring

2–5+ years of experience
managing paid social media campaigns focused on lead generation and
conversion
Proven track record of driving qualified
leads and measurable pipeline results
Hands-on experience with Meta Ads
Manager, TikTok Ads, and LinkedIn Campaign Manager
Strong understanding of performance
marketing metrics including Cost Per Lead (CPL), Cost Per Acquisition
(CPA), CTR, CPC, conversion rates, and ROAS
Proficiency in Microsoft Excel
and familiarity with Google Analytics and tracking tools
Strong analytical skills with the
ability to optimize campaigns based on performance data
Ability to write compelling,
conversion-focused ad copy tailored to target audiences
Highly detail-oriented with strong
organizational and problem-solving skills
Comfortable working in a fast-paced,
results-driven environment
Demonstrates ownership,
accountability, and a performance mindset

Preferred
Qualifications

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

Why Join
Steak ’n Shake

Steak ’n
Shake is focused on accelerating franchise growth through disciplined,
performance-driven marketing. In this role, you will directly influence how
marketing investments translate into qualified franchise candidates and
signed agreements.

This is a
high-impact role where success is clearly measurable—you’ll own the engine that
fuels franchise growth.

We use eVerify to confirm U.S. Employment eligibility.

Compensation: Competitive salary