New Store Opening Marketing Manager

Role Description

Every new Scenthound location's first year either builds momentum or loses it — and this role is what tips the scale. The New Store Opening Marketing Manager owns the marketing ramp for every new Scenter from the moment a lease is signed through the end of Year 1, turning a market analysis into a grand opening crowd, and a grand opening crowd into a profitable location.

This role is the primary marketing contact for franchisees during the most critical phase of their business — the pre-sale period, grand opening, and first year of operations. The NSO Marketing Manager partners closely with franchisees, media agencies, and internal teams to make sure every new location launches with the right strategy, the right channels, and the momentum to hit profitability targets. You'll be able to point to specific stores across the country and say: that ramp was mine.

• This role reports to the VP of Marketing.
• Travel: Primarily HQ/remote-based, with periodic travel to corporate office and occasionally onsite locations for grand openings.

Qualifications

• 5+ years in franchise, multi-unit retail, or local/regional marketing — you understand the difference between marketing a brand and marketing 160+ individually-owned businesses under one brand.
• Strong project management skills; comfortable running 8–12 simultaneous location launches, each at a different stage, without losing track of any one of them.
• Clear, confident communicator who can build trust with franchisee operators and translate data into plain-language recommendations.
• Comfortable working with CRM systems, analytics platforms, and digital ad account dashboards (Zoho, GA4, Meta Business Manager, or equivalent).
• Prior experience in a franchise system specifically (vs. corporate-owned multi-location retail) is a strong plus.

Requirements

• Serve as the first marketing point of contact for new franchisees; lead onboarding calls to walk them through the marketing launch process and set expectations for the pre-sale period.
• Evaluate the competitive landscape and market characteristics of each new location to determine the most appropriate media strategy — channel mix, spend level, and timing — based on market size, brand presence in the area, and proximity to existing locations.
• Oversee all digital setup for new locations: website presence, Facebook business page, Meta and Google ad accounts, digital listings, and review platform integrations.
• Partner with media agencies to brief in the pre-sale media strategy and ensure campaigns are set up correctly and go live on time.
• Walk franchisees through the media strategy and planned approach before launch, ensuring they understand the channels, budget, and expected results.
• Monitor pre-sale performance daily and weekly — tracking leads, cost per lead (CPL), conversion rates, and founding membership counts against targets.
• Communicate results and insights to franchisees on a regular basis; translate data into clear, actionable guidance.
• Work with agencies and Franchise Business Coaches (FBCs) to intervene quickly when locations are underperforming, adjusting creative, spend, or strategy as needed.
• Manage the transition from pre-sale offer to grand opening, coordinating messaging, digital updates, and channel priorities to maximize momentum at open.
• Hold post-opening spend levels steady through the first three months of operation — partnering with agencies to maintain channel activity during the highest-traffic window of the first year.
• Track each location against its membership ramp targets (opening day → Month 3 → end of Year 1) and escalate locations that are trending behind.
• Conduct 30, 60, and 90-day post-opening check-ins with franchisees to review performance, answer questions, and adjust the marketing approach.
• Manage and report on offer testing across new location cohorts; compile results and share read-outs with the broader marketing team.
• Maintain a current, accurate view of all active Year 1 locations — by cohort, channel mix, and ramp progress.
• At the end of Year 1 (or when a location reaches steady-state performance), complete a structured handoff to the Marketing Specialist for ongoing franchisee support.

Benefits

• Health insurance with company contribution.
• Dental insurance.
• Vision insurance.
• Paid time off.
• Company Paid Life and Disability.
• 401k plan with company match.
• Free grooming services for your dog.
• Energetic, fun, loving work environment.
• Unlimited growth potential with an expanding business.