Senior Vice President - Marketing

Job Description

Job Description

Role Overview:

JAN-PRO is seeking a Senior Vice President of Marketing to own and advance the marketing strategy for one of the leading commercial cleaning franchise brands in the market. This role will be responsible for driving brand-level marketing strategy (franchise and company-owned), strengthening Regional Developer engagement, increasing adoption of marketing best practices and technology, and ensuring marketing is viewed as a trusted, value-creating partner to the JAN-PRO system.

The ideal candidate is a strategic, commercially minded marketing leader with deep franchise experience, strong relationship-building skills, and a proven ability to translate enterprise marketing strategy into practical, field-adopted execution. This person must be comfortable operating at both the strategic and regional level, partnering closely with brand leadership, Regional Developers, franchise business coaches, sales, and other cross-functional stakeholders to improve marketing performance, sentiment, adoption, and growth outcomes.

Key Responsibilities:

Brand Marketing Strategy

• Partner with brand leadership, sales, operations, Regional Developers, and shared services teams to develop and execute marketing strategies that support JAN-PRO's growth goals across the organization, including lead generation, local market activation, customer acquisition, retention support, and franchise system adoption.
• Translate and communicate business priorities, growth goals, and Regional Developer needs into clear marketing plans, priorities, and execution roadmaps.
• Own and manage JAN-PRO's agency partners and vendor relationships, ensuring partners are aligned to brand priorities, performance expectations, sharing of insights, budget discipline, Regional Developer needs, and measurable business outcomes.
• Serve as the senior marketing voice for JAN-PRO, ensuring strategy is commercially grounded, locally relevant, and aligned to the realities of the commercial cleaning category.
• Identify opportunities to strengthen brand positioning, market relevance, lead generation, local market activation, customer retention support, and Regional Developer enablement.
• Partner with digital, creative, operations, sales, and analytics teams to ensure JAN-PRO marketing efforts are coordinated, measurable, and actionable.

Regional Developer Relations & Communications

• Build strong, trusted relationships with JAN-PRO Regional Developers and serve as a key marketing partner to the regional network.
• Create consistent communication rhythms that increase transparency, confidence, and understanding of marketing priorities, performance, initiatives, and available resources.
• Gather feedback from Regional Developers and translate system needs into clear marketing opportunities, recommendations, and action plans.
• Proactively identify gaps in Regional Developer sentiment, adoption, or understanding and develop strategies to address them.
• Represent marketing in Regional Developer meetings, councils, forums, webinars, and planning conversations as needed.

Marketing Adoption & Enablement

• Drive adoption of JAN-PRO marketing best practices, tools, campaigns, playbooks, and technology across the Regional Developer network.
• Partner with the operations team to create practical training, toolkits, templates, and communications that make it easier for Regional Developers and franchisees to execute.
• Develop, own, and continuously optimize the JAN-PRO marketing technology stack for Regional Developers and franchisees, ensuring tools are practical, scalable, adopted, and connected to lead management, customer lifecycle marketing, reporting, and local market execution.
• Ensure marketing resources are simple, accessible, and connected to business outcomes.
• Measure adoption, usage, engagement, and sentiment to continuously improve marketing support and effectiveness.

Commercial Marketing Performance

• Bring a strong commercial marketing lens to the JAN-PRO business, with an understanding of B2B lead generation, local market development, sales enablement, account-based opportunities, customer lifecycle, and retention support.
• Partner with sales, operations, and regional teams to understand how marketing can better support commercial customer acquisition and growth.
• Analyze performance trends, market dynamics, competitive insights, and customer needs to inform marketing strategy.
• Connect marketing activity to business outcomes, including lead quality, conversion, local market visibility, customer growth, and Regional Developer confidence.

Team Leadership

• Lead, coach, and develop a team of two direct reports, ensuring clarity of priorities, accountability, and professional growth.
• Set clear expectations for team execution, stakeholder management, communication quality, and performance impact.
• Create an operating rhythm for the JAN-PRO marketing team that supports strategic planning, project management, reporting, and continuous improvement.
• Model strong cross-functional partnership and elevate the quality, consistency, and business orientation of marketing support.

KPIs & Measurement of Results:

Performance Accountability & Reporting

• Define, track, and report on a clear set of KPIs aligned to brand marketing objectives, including lead volume and quality, cost per lead, conversion rates, local market activation metrics, Regional Developer adoption rates, and campaign performance benchmarks.
• Establish a regular cadence of marketing performance reporting for brand leadership, Regional Developers, and cross-functional stakeholders, ensuring visibility into results, trends, and actionable insights at both the system and regional level.
• Partner with analytics and operations teams to build and maintain reporting dashboards that connect marketing investment to measurable business outcomes, including pipeline contribution, customer acquisition, and revenue growth across the JAN-PRO system.
• Use performance data to continuously refine marketing strategy, reallocate investment, and drive accountability across the team, agency partners, and the broader Regional Developer network.

Technology Adoption & Utilization

CRM, AI & Marketing Technology Leadership

• Partner with cross-functional leaders to inform CRM marketing capabilities, data capture requirements, and performance visibility needs, ensuring JAN-PRO has the right systems, fields, reporting, and insights to support regional execution, lead management, customer lifecycle marketing, and stronger decision-making.
• Lead the identification, evaluation, and integration of AI-powered tools across marketing functions, including content creation, campaign optimization, lead scoring, customer segmentation, automated communications, and competitive intelligence, to increase team efficiency and marketing effectiveness.
• Develop and deliver training, playbooks, and resources that build marketing technology fluency across the Regional Developer network, ensuring CRM and AI tools are not only available but actively used to drive stronger local market execution and business outcomes.
• Stay current on emerging marketing technology, AI applications, and CRM best practices relevant to franchise and B2B marketing and serve as a proactive advocate for innovation and continuous improvement within the JAN-PRO business.

Ideal Candidate Profile

The ideal candidate is a senior marketing leader who can operate with executive presence, commercial discipline, and franchise empathy. They understand that in a franchise system, marketing strategy only matters if it can be adopted, trusted, and executed locally.

They are equal parts strategist, relationship builder, operator, and change leader. They know how to build confidence with franchise stakeholders, simplify complex initiatives, and turn marketing into a system-level growth lever.

Required Experience:

• Minimum of 12 years of progressive marketing experience, with meaningful experience in a senior marketing leadership role.
• Franchise marketing experience is required, ideally within a multi-unit, multi-market, or distributed operating model.
• Commercial, B2B, or local services marketing experience required.
• Experience leading and developing a team.
• Proven ability to work with franchisees, regional leaders, operators, sales teams, or field-based stakeholders.
• Experience developing and executing marketing strategies that support lead generation, brand growth, local market activation, and stakeholder adoption.
• Experience driving adoption of marketing best practices, playbooks, campaigns, tools, or technology across a distributed network.
• Strong communication and executive presentation skills, with the ability to influence senior leaders and field stakeholders.
• Strong analytical orientation and ability to use data, feedback, and performance trends to guide decisions.
• Deep understanding of CRM marketing capabilities, data capture requirements, lead management workflows, customer lifecycle marketing, and performance visibility needs.

Preferred Experience

• Commercial cleaning, facility services, janitorial, restoration, or other local services category experience.
• Experience working with Regional Developers, master franchisees, area developers, or other layered franchise structures.
• Experience with marketing technology adoption, CRM, automation, reputation management, local listings, paid media, website performance, reporting dashboards, or sales enablement tools.
• Experience supporting B2B demand generation, account-based marketing, local market development, or sales pipeline acceleration.
• Experience in private equity-backed, high-growth, or transformation-oriented environments.

WHO WE ARE:

Empower Brands was founded in 2022 as a product of the integration of Lynx Franchising and Outdoor Living Brands. Empower encompasses ten industry-leading brands across commercial and residential services: JAN-PRO, FRSTeam, Archadeck Outdoor Living, Outdoor Lighting Perspectives (OLP), Conserva Irrigation, Koala Insulation, Wallaby Windows, Superior Fence and Rail, Bumble Roofing and Canopy Lawn Care. Empower is dedicated to providing its customers with the highest quality products and services in the commercial and home services industry while simultaneously delivering its franchise owners committed personal support, tools and empowerment to pursue their own success. Empower Brands is a portfolio company of MidOcean Partners, a leading private equity firm with an excellent track record investing in successful, growth-focused franchise businesses. For more about Empower Brands, visit the company's new website at EmpowerFranchising.com.

Note:

This job description in no way states or implies that these are the only duties to be performed by the employee(s) incumbent in this position. Employees will be required to follow any other job-related instructions and to perform any other job-related duties requested by any person authorized to give instructions or assignments. All duties and responsibilities are essential functions and requirements and are subject to possible modification to reasonably accommodate individuals with disabilities. To perform this job successfully, the incumbents will possess the skills, aptitudes, and abilities to perform each duty proficiently. Some requirements may exclude individuals who pose a direct threat or significant risk to the health or safety of themselves or others. The requirements listed in this document are the minimum levels of knowledge, skills, or abilities. This document does not create an employment contract, implied or otherwise, other than an "at will" relationship.
Empower Brands is an equal opportunity employer that is committed to diversity and inclusion in the workplace. We prohibit discrimination and harassment of any kind based on race, color, sex, religion, sexual orientation, national origin, disability, genetic information, pregnancy, or any other protected characteristic as outlined by federal, state, or local laws.

This policy applies to all employment practices within our organization, including hiring, recruiting, promotion, termination, layoff, recall, leave of absence, compensation, benefits, training, and apprenticeship. Empower Brands makes hiring decisions based solely on qualifications, merit, and business needs at the time.