The Local Marketing Manager for Waxing the City owns local marketing performance across our franchise network. This is a proactive, franchisee-facing role. You’ll spend the majority of your time coaching studio owners on their paid and organic marketing, diagnosing what’s driving or holding back client acquisition and retention, and putting the right levers to work to grow new client bookings + studio revenue.
Purpose/Impact (Duties & Essential Functions):
Proactive Franchisee Performance Management
Spend roughly 20-25 hours per week in 1:1 performance conversations with franchisees, coaching on paid media, Google Business Profile, local SEO/AEO, and reviews.
Maintain a studio performance tiering model that flags underperformers early and defines the level of support each tier receives.
Diagnose root causes across paid media, local search, reviews, and in-studio conversion, and build action plans with clear owners, timelines, and targets.
Partner with shared services paid media specialists, analytics, and operations/field teams on targeted interventions, and measure lift.
Identify what top-performing studios do differently and turn it into repeatable playbooks.
Digital Marketing & Local Media
Serve as a subject matter expert on local digital marketing, including paid search, paid social, Google Business Profile, local SEO/AEO, and reviews and reputation management.
Translate national programs into local execution with the digital marketing team, and feed field insights back into channel strategy.
Stay current on platform changes, AI tools, and emerging tactics, and pilot new approaches before scaling system-wide.
New Studio Opening Support
Partner with new franchisees during pre-opening to build a local launch plan covering paid media, Google Business Profile setup, grassroots outreach, and community partnerships.
Coach owners through their first 90 days, tracking performance against launch benchmarks and adjusting quickly when results lag.
Keep the launch playbook current based on results from recent openings.
Franchisee Enablement & Support
Train franchisees on marketing tools and platforms through webinars and workshops.
Manage marketing support tickets to timely resolution, and turn recurring issues into scalable, system-wide solutions.
Align with operations and support teams on marketing KPIs and field needs.
Strengths:
Analytical problem solver who starts with the data, finds the root cause, and turns it into a practical plan.
Strong communicator and coach who can influence business owners without direct authority, including through tough performance conversations.
Strategic thinker who’s also a hands-on executor.
Highly organized and able to manage a large portfolio of studios at once.
Energized by entrepreneurship and helping small business owners win.
Background:
Bachelor’s degree in marketing, communications, or related field.
5+ years of experience in digital, performance, or local marketing, including at least 2 years in a franchise or multi-unit environment.
Working knowledge of paid search and paid social strong enough to evaluate performance, explain strategy to business owners, and partner with media specialists.
Strong working knowledge of local SEO, Google Business Profile, and review management.
Track record of improving location-level business results, with metrics to show for it.
Familiarity with Google Ads, Meta Ads Manager, Google Analytics, and Google Business Profile. Google Ads and/or Meta Blueprint certification a plus.
Ability to travel as needed (up to 8-10x a year) for team meetings, regional conferences, and franchisee site visits.
Salary Range: $87k - $97k
What’s in it for you?
We offer a competitive salary along with exceptional benefits such as:
Medical, Dental and Vision Coverage
Hybrid Work Environment
Life and Disability Insurance
Unlimited Time off + Paid Holidays
Flexible Friday's between Memorial Day and Labor Day
401(K) Savings Plan Matching at 4%
10 Coaching and Therapy sessions
Mental…