Franchise Marketing Manager

About the Role We are looking for a Senior SEO Manager to lead a holistic SEO strategy across both national (brand-level) and local search for a rapidly growing network of clinics. This role owns performance across the full organic ecosystem driving brand visibility, non-local keyword growth, and content strategy, while also ensuring strong, consistent local rankings, traffic, and lead generation across hundreds of clinic locations. You will be responsible for building an integrated approach where national SEO strengthens overall authority and demand, and local SEO converts that demand into high-performing clinic-level traffic and leads. Success in this role requires the ability to operate across both levels simultaneously, with clear accountability for local performance as a core driver of business results. Key Responsibilities SEO Strategy Ownership (National + Local) Own and execute a unified SEO strategy across national and local search Define how site-wide SEO (content, technical, authority) supports local visibility and conversions Identify growth opportunities across both national keyword rankings and location-level performance National / Brand SEO Lead national SEO initiatives, including: Keyword strategy and content planning Optimization of core site pages (service pages, hubs, blog) Internal linking and site architecture improvements Authority-building (link acquisition, digital PR) Drive growth in: Non-branded and branded organic traffic National keyword rankings Site-wide engagement and conversions Local SEO & Multi-Location Performance Own local SEO performance across 400+ clinic locations (growing to 1000+) Ensure locations are competitive in their markets for: Local pack / Maps rankings Geo-modified and “near me” searches Location page traffic and conversion performance Continuously monitor and improve organic leads at the clinic level Identify underperforming locations and implement targeted optimization plans Develop scalable frameworks to maintain strong performance across all locations Ensure clinic locations are visible not only in traditional local results, but also in AI-generated local recommendations and summaries Local Listings & GBP Management Oversee Google Business Profiles and listings across all locations Manage listings via Yext or similar platforms Ensure accuracy, consistency, and ongoing optimization of: NAP data Categories and services Attributes and updates Drive improvements in engagement signals (calls, clicks, directions) and reviews Performance Analysis & Optimization Monitor SEO performance across both national and local levels Diagnose issues across pages, keywords, and locations Develop strategies to improve: Local visibility and rankings National keyword performance Organic traffic and conversion rates Translate insights into scalable actions across teams Cross-Functional Collaboration Work closely with: Content and growth marketing teams Franchise marketing managers Web / product teams External SEO agencies Ensure alignment between national initiatives and local execution AI Search & Emerging Search Optimization Own strategy for visibility in AI-powered search results and answer engines Optimize content and location pages to increase likelihood of being cited and surfaced in AI-generated responses Identify high-intent queries (e.g., “best [service] near me,” “top clinics for [condition]”) and ensure strong representation in AI search results Partner with content and SEO teams to structure information for: Entity recognitionTopical authorityTrust and citation signals (E-E-A-T) Monitor presence and performance across AI search platforms and adapt strategies as these evolve Test and iterate on approaches to improve inclusion in AI-generated answers and recommendations Testing & Experimentation Design and run experiments across both national and local SEO initiatives Test and scale improvements in: Content and on-page SEO Location page performance Internal linking and site structure Review and reputation strategies Test AI-driven approaches to improve rankings, content performance, and conversion rates Evaluate and implement new AI tools that improve SEO efficiency and scalability Reporting & Accountability Own reporting across national and local SEO performance Track and communicate metrics including: National rankings and organic traffic Local rankings and Maps visibility Traffic and conversions at the location level Organic leads by clinic Provide clear recommendations tied to business impact Qualifications Required 4–7 years of SEO experience across both national and local SEO Experience managing SEO in multi-location / franchise network Proven ability to drive both site-wide organic growth and location-level performance Strong knowledge of: Technical SEO and on-page optimization Content and keyword strategy Google Business Profile and local ranking factors Experience with tools such as: Google Search Console Google Analytics Ahrefs / SEMrush Yext or similar local listings platforms Strong analytical and problem-solving skills Familiarity with how AI-driven search experiences (e.g., Google AI Overviews, ChatGPT, Perplexity) source, rank, and present information Experience optimizing content for entity-based search, structured data, and authoritative citation signals Salary Range: $75,000 - $90,000 BOE, Full benefits