Franchise Marketing Manager

Job Description

About the Role

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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.

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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.

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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.

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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.

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Key Responsibilities

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SEO Strategy Ownership (National + Local)

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• Own and execute a unified SEO strategy across national and local search
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• Define how site-wide SEO (content, technical, authority) supports local visibility and conversions
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• Identify growth opportunities across both national keyword rankings and location-level performance
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National / Brand SEO

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• Lead national SEO initiatives, including:
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• Keyword strategy and content planning
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• Optimization of core site pages (service pages, hubs, blog)
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• Internal linking and site architecture improvements
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• Authority-building (link acquisition, digital PR)
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• Drive growth in:
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• Non-branded and branded organic traffic
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• National keyword rankings
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• Site-wide engagement and conversions
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Local SEO & Multi-Location Performance

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• Own local SEO performance across 400+ clinic locations (growing to 1000+)
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• Ensure locations are competitive in their markets for:
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• Local pack / Maps rankings
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• Geo-modified and “near me” searches
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• Location page traffic and conversion performance
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• Continuously monitor and improve organic leads at the clinic level
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• Identify underperforming locations and implement targeted optimization plans
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• Develop scalable frameworks to maintain strong performance across all locations
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• Ensure clinic locations are visible not only in traditional local results, but also in AI-generated local recommendations and summaries
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Local Listings & GBP Management

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• Oversee Google Business Profiles and listings across all locations
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• Manage listings via Yext or similar platforms
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• Ensure accuracy, consistency, and ongoing optimization of:
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• NAP data
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• Categories and services
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• Attributes and updates
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• Drive improvements in engagement signals (calls, clicks, directions) and reviews
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Performance Analysis & Optimization

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• Monitor SEO performance across both national and local levels
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• Diagnose issues across pages, keywords, and locations
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• Develop strategies to improve:
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• Local visibility and rankings
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• National keyword performance
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• Organic traffic and conversion rates
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• Translate insights into scalable actions across teams
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Cross-Functional Collaboration

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• Work closely with:
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• Content and growth marketing teams
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• Franchise marketing managers
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• Web / product teams
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• External SEO agencies
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• Ensure alignment between national initiatives and local execution
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AI Search & Emerging Search Optimization

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• Own strategy for visibility in AI-powered search results and answer engines
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• Optimize content and location pages to increase likelihood of being cited and surfaced in AI-generated responses
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• Identify high-intent queries (e.g., “best [service] near me,” “top clinics for [condition]”) and ensure strong representation in AI search results
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• Partner with content and SEO teams to structure information for:
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Entity recognitionTopical authorityTrust and citation signals (E-E-A-T)

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• Monitor presence and performance across AI search platforms and adapt strategies as these evolve
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• Test and iterate on approaches to improve inclusion in AI-generated answers and recommendations
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Testing & Experimentation

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• Design and run experiments across both national and local SEO initiatives
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• Test and scale improvements in:
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• Content and on-page SEO
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• Location page performance
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• Internal linking and site structure
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• Review and reputation strategies
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• Test AI-driven approaches to improve rankings, content performance, and conversion rates
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• Evaluate and implement new AI tools that improve SEO efficiency and scalability
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Reporting & Accountability

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• Own reporting across national and local SEO performance
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• Track and communicate metrics including:
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• National rankings and organic traffic
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• Local rankings and Maps visibility
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• Traffic and conversions at the location level
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• Organic leads by clinic
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• Provide clear recommendations tied to business impact
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Qualifications 

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Required

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• 4–7 years of SEO experience across both national and local SEO
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• Experience managing SEO in multi-location / franchise network 
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• Proven ability to drive both site-wide organic growth and location-level performance
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• Strong knowledge of:
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• Technical SEO and on-page optimization
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• Content and keyword strategy
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• Google Business Profile and local ranking factors
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• Experience with tools such as:
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• Google Search Console
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• Google Analytics
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• Ahrefs / SEMrush
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• Yext or similar local listings platforms
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• Strong analytical and problem-solving skills
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• Familiarity with how AI-driven search experiences (e.g., Google AI Overviews, ChatGPT, Perplexity) source, rank, and present information
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• Experience optimizing content for entity-based search, structured data, and authoritative citation signals
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Salary Range: $75,000 - $90,000 BOE, Full benefits