Franchise Marketing Lead

Job Family Group: Marketing Group

Job Description:

The Franchise Marketing Lead will support the growth of the ampm brand across the East of the Rockies footprint by partnering with Sales to acquire new franchisees from the existing bp and Amoco customer base. The role is accountable for translating commercial priorities into disciplined marketing plans, sales enablement resources, customer-facing content, and targeted engagement activity that help identify, educate, and convert qualified prospects. As part of the Mobility & Convenience Americas marketing organisation, the role will work across Hub, brand, CRM, events, agencies, and local market teams to deliver consistent, compliant, and commercially effective franchise acquisition activity aligned with bp standards and growth objectives.

What you will deliver

• Develop acquisition-focused marketing collateral, sales enablement resources, and customer-facing communications that support Sales in positioning the ampm franchise opportunity with existing bp and Amoco customers.
• Activate a clear and compelling ampm franchise value proposition, articulating the commercial and brand benefits of converting or expanding into the ampm offer.
• Use market insight, customer intelligence, and Sales input to identify priority opportunities across the East of the Rockies footprint and shape targeted acquisition programs.
• Develop annual and campaign-specific marketing plans that support franchise acquisition objectives in partnership with Sales, brand, CRM, events, and cross-functional partners.
• Define the marketing approach for prospect meetings, events, presentations, and follow-up activity, ensuring Sales teams are equipped with consistent messaging and effective tools to advance qualified customers through the acquisition funnel.
• Coordinate in-person and digital engagement activity for prospective franchisees, ensuring a professional, timely, and commercially focused customer experience.
• Measure, test, and optimize acquisition messaging, content, and channels based on prospect response, Sales feedback, and campaign performance.
• Apply operational understanding and sound judgment to recommend process improvements that improve the effectiveness, efficiency, and scalability of franchise acquisition marketing.
• Ensure all marketing activity, prospect materials, and customer communications are delivered in line with applicable bp brand standards, legal, regulatory, tax, and language requirements.
• Manage agency and vendor relationships that support B2B acquisition programs, events, creative development, and sales enablement delivery.
• Monitor and report on acquisition marketing performance, including campaign engagement, lead progression support, content effectiveness, and conversion opportunities.
• Manage partners effectively and resolve issues through clear communication, appropriate partner concern, and alignment across Sales, marketing, agencies, and internal partners.
• Support delivery of campaign metrics and OKRs while improving Hub utilization, asset reuse, and timely availability of sales enablement materials.

What you will need to be successful

• 3-5 years’ experience in marketing, sales enablement, B2B customer acquisition, partner marketing, or franchise development support, preferably within a matrixed organisation.
• Demonstrated ability to translate commercial growth priorities into structured marketing plans, prospect journeys, sales tools, and customer-facing communications.
• Analytical capability to interpret market and customer insight, evaluate campaign performance, and find opportunities to improve acquisition effectiveness.
• Strong communication, influencing, and relationship management skills, with the ability to work effectively across Sales, internal partners, agencies, and prospective franchisee audiences.
• Proactive problem-solving capability, with the judgment to adapt plans and content in response to Sales feedback, customer needs, and changing business priorities.
• Working knowledge of CRM, digital marketing, event marketing, and content optimization to support lead nurturing, prospect engagement, and conversion.
• Project management rigor to deliver sales enablement materials, campaigns, events, and vendor-supported activity on time, on brand, and with clear commercial impact.

Skills & Competencies

• B2B customer acquisition marketing
• Sales enablement
• Value proposition development
• Customer journey mapping
• CRM and lead nurture campaigns
• Content localization
• Campaign planning and optimization
• Event and prospect engagement marketing
• Performance reporting
• Stakeholder and vendor management

You will work with

• Regional marketing colleagues responsible for brand, customer experience, and performance marketing plans that support ampm growth across the East of the Rockies footprint.
• The ampm Sales team to support prospect identification, customer engagement, sales conversations, and conversion of existing bp and Amoco customers into new ampm franchisees.
• Hub, brand, CRM, digital, events, and local market teams to implement acquisition-focused plans and optimize marketing activity.
• Agencies, vendors, and internal subject matter experts to deliver prospect materials, event experiences, presentations, and tools that enable Sales to communicate the ampm opportunity effectively.
• CX and CRM specialists to coordinate measurable prospect journeys, campaigns, and activation efforts.

How much do we pay (Base)? $105,000-$140,000

*Note that the pay range listed for this position is a genuinely expected and reasonable estimate of the range of possible base compensation at the time of posting.

This position is eligible for US Benefits – Select. This position offers paid vacation depending on your years of relevant industry experience and will range from 120-240 hours of vacation per year for full time employees (60-240 hours of vacation per year for part time employees). You will also be eligible for 9 paid holidays per year and 2 personal choice holidays. You may learn more about how we calculate paid vacation and view our generous vacation and holiday schedules at Select U.S. Benefits. Bp has a parental leave policy as well, which offers up to 8 weeks’ paid leave for the birth or adoption of a child. Learn more by visiting Select U.S. Benefits.

We offer a reward package to enable your work to fit with your life. These offerings include a discretionary annual bonus program, long-term incentive program, and generous retirement benefits that include a 401K matching program. These benefits include a pension for eligible employees. You may learn more about our generous benefits at Select U.S. Benefits.

As part of bp’s wellbeing package, bp offers access to health, vision, and dental insurance, as well as life and Short-Term Disability and Long-Term Disability. You may learn more about our generous benefits at Select U.S. Benefits.

Why join us

At bp, we support our people to learn and grow in a diverse and ambitious environment. We believe that our team is strengthened by diversity. We are committed to fostering an inclusive environment in which everyone is respected and treated fairly.


We will ensure that individuals with disabilities are provided reasonable accommodation to participate in the job application or interview process, to perform crucial job functions, and to receive other benefits and privileges of employment. Please contact us to request accommodation.

Travel Requirement:

Up to 25% travel should be expected with this role

Relocation Assistance:

This role is not eligible for relocation

Remote Type:

This position is a hybrid of office/remote working

Skills:

Advocacy, Brand Management, Business Acumen, Channel Management, Channel marketing activation, customer and competitor understanding, Customer Segmentation, Digital Innovation, Digital Marketing, Generating customer insights, Innovation Management, Listening, market, Offer and product knowledge, Offer Development, Partner relationship management, Sector, Translating strategy into plans

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Legal Disclaimer:

We are an equal opportunity employer and value diversity at our company. We do not discriminate on the basis of race, religion, color, national origin, sex, gender, gender expression, sexual orientation, age, marital status, socioeconomic status, neurodiversity/neurocognitive functioning, veteran status or disability status. Individuals with an accessibility need may request an adjustment/accommodation related to bp’s recruiting process (e.g., accessing the job application, completing required assessments, participating in telephone screenings or interviews, etc.). If you would like to request an adjustment/accommodation related to the recruitment process, please contact us.

If you are selected for a position and depending upon your role, your employment may be contingent upon adherence to local policy. This may include pre-placement drug screening, medical review of physical fitness for the role, and background checks.