Marketing Manager - Franchised Concepts & Travel Plazas

Position Title: Marketing Manager - Franchised Concepts & Travel Plazas

Reports To: Communications Manager

Department: Marketing

Status: Exempt

Date: April 2026

Broad Functions: This role is intended to function as an operational marketing support partner to the field - bridging marketing, operations, franchise coordination, traveler engagement, sales activation, and revenue activation initiatives. The position focuses on supporting operational goals through practical execution, guest-conversion strategies, partnership development, and scalable traveler-focused programs.

Main Duties and Responsibilities:

1. Develop, coordinate, and implement comprehensive annual marketing plans for all franchised concept locations and travel plaza channel venues, including demand/traffic generation, national brand co-op programs, local store marketing (LSM) initiatives, limited-time offer (LTO) launches, and seasonal promotional calendars.

2. Serve as the primary point of contact between the company and national franchise brand partners, managing co-op marketing fund submissions, brand compliance approvals, and participation in franchisor marketing councils and committees.

3. Lead the development and execution of travel plaza-specific marketing strategies tailored to the unique needs of the traveling consumer, including wayfinding signage, highway approach advertising, fuel-side promotions, digital menu board content, partnering with tour operators & chambers of commerce to drive traffic, and cross-concept bundle offers.

4. Oversee the creation, production, and placement of all marketing materials across franchised and travel plaza locations, including point-of-sale (POS) materials, digital signage, menus, print collateral, and social media content.

5. Partner with Communication Manager in rolling out regional digital marketing efforts including social media, email campaigns, SEO, and paid digital advertising.

6. Analyze and report on marketing campaign performance, customer engagement metrics, sales lift data, and return on marketing investment (ROMI).

7. Partner with Creative & Design, Operations and Culinary teams to support new franchise concept openings, rebrands, travel plaza location renovations, and new product launches.

8. Manage and oversee all third-party agency, vendor, and creative partner relationships supporting franchised and travel plaza marketing programs.

9. Develop and manage the marketing budget for franchised concepts and travel plaza channel initiatives.

10. Conduct regular competitive analysis and consumer trend research specific to the franchise food service and travel plaza/travel plaza channel.

11. Build and maintain strong relationships with franchise field representatives, travel plaza operator contacts, and highway authority stakeholders.

12. Support field operators in executing local sales-driving initiatives, traveler conversion programs, seasonal traffic-building campaigns, and partnership activations designed to increase guest spend and capture rate performance.

13. Support loyalty program initiatives, promotional partnerships, and guest engagement programs specific to the travel plaza traveling guest.

14. Perform special projects and other responsibilities as assigned.

15. Develop and support strategic partnerships with charter bus operators, tour companies, youth sports travel organizations, and regional travel networks to drive incremental group traffic and off-premises revenue opportunities across travel plaza locations.

16. Partner closely with Operations leadership to develop travel plaza-specific sales and revenue activation programs including boxed meal programs, pre-order catering solutions, mobile ordering awareness campaigns, and group travel service initiatives designed to increase capture rate and guest conversion.

17. Support development of EV traveler marketing initiatives, digital roadside engagement strategies, and location-based/mobile-triggered marketing opportunities in partnership with Operations, Technology, DOT, and external platform partners.

18. Collaborate with travel plaza operators, state highway authorities, and external stakeholders to identify opportunities for improved traveler communication, roadside visibility, guest journey enhancements, and plaza traffic conversion initiatives.

19. Assist in development of travel plaza-specific partnership and incentive programs designed to increase repeat visitation and organized group travel traffic, including tour operator relationships, travel packages, loyalty integrations, and driver incentive concepts where applicable.

20. Work cross-functionally with Operations and Finance teams to identify and evaluate new revenue channels tied to travel plaza locations, including off-premises catering, travel group programs, and emerging roadside retail/service opportunities.

Skills and Qualifications:

1. Minimum of 5-7 years of progressive marketing experience, with at least 3 years in a brand management, franchise marketing, or multi-unit food service marketing role.

2. Demonstrated experience working within a franchise marketing environment.

3. Strong understanding of the travel plaza and travel channel consumer, preferred

4. Strong analytical and project management skills.

5. Excellent written and verbal communication skills.

6. Ability to travel as required.

7. Demonstrated ability to operate cross-functionally with Operations, Finance, and external partners in fast-paced field environments where marketing execution directly impacts revenue performance and guest experience.

8. Experience developing local business partnerships, field marketing programs, travel/tourism initiatives, group sales programs, or off-premises revenue strategies strongly preferred.

9. Understanding of roadside/travel consumer behavior, high-volume convenience-driven environments, and operational realities of travel plaza/travel plaza businesses preferred.

10. Entrepreneurial mindset with the ability to identify revenue-driving opportunities, build relationships externally, and translate operational challenges into guest-facing marketing solutions.

11. Experience supporting sales-driving field initiatives, customer conversion programs, or revenue activation efforts within multi-unit operational environments preferred.

12. Support guest-facing reputation and traveler sentiment initiatives by monitoring review trends, social listening insights, and recurring guest feedback patterns in partnership with Communications and Guest Experience teams.

Physical Demands:

The physical demands described here are representative of those that must be met by an associate to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

While performing the duties of this job, the associate is regularly required to sit for extended periods, use hands and fingers to operate a computer, communicate verbally and in writing, and travel to field locations including motorway venues and franchised concept sites. The associate is occasionally required to stand, walk through venue environments, and lift or carry materials weighing up to 25 lbs. Specific vision abilities required include close vision and the ability to read and review detailed marketing materials and digital content.