New Store Opening Marketing Manager

Job Description

Job Description

Description:

At Dogtopia we are dedicated to offering exceptional care for dogs with over 250 locations in the United States and Canada. Our facilities provide healthy, safe and fun environments for dogs to socialize and play and are supervised by a highly trained and loving team. With some seriously cool branding, an amazing leadership team and tremendous growth, we think you need to meet us!

Position Summary

The NSO Marketing Manager leads Dogtopia's end-to-end New Store Opening (NSO) marketing strategy, overseeing market planning, launch execution, and post-opening optimization to accelerate franchise growth.

This role develops and executes integrated marketing strategies that build local brand awareness, generate qualified leads, drive Founding Member sales, and maximize Meet & Greet bookings and enrollment. Serving as the strategic marketing lead for New Store Openings, the NSO Marketing Manager partners closely with the NSO team, franchisees, and cross-functional teams to develop marketing strategies that drive customer acquisition, support lead generation and conversion, and contribute to overall RAMP performance.

This is a highly collaborative marketing role requiring exceptional project management, communication, organizational, and analytical skills to align stakeholders, support franchisees, optimize marketing performance, and deliver successful market launches.

Marketing Strategy & Customer Acquisition

• Lead Dogtopia's end-to-end New Store Opening marketing strategy in partnership with the NSO team, aligning marketing initiatives with new store openings and newly opened stores. 
• Develop and execute integrated marketing strategies that drive brand awareness, lead generation, Founding Member sales, Meet & Greet bookings and enrollment.
• Define campaign objectives, promotional strategies, media investment recommendations, and performance targets while maximizing marketing effectiveness and ROI.
• Translate enterprise marketing initiatives into scalable launch strategies, repeatable playbooks, and best practices that strengthen future New Store Openings.
• Recommend and evaluate testing strategies to optimize messaging, offers, creative, audience targeting, channel mix, and customer acquisition performance.

Market Strategy & Local Activation

• Develop localized marketing strategies using customer insights, competitive intelligence, market trends, and local search demand.
• Develop localized marketing recommendations, including partnerships, events, promotions, and community initiatives, to increase brand awareness and customer acquisition while maintaining brand consistency.
• Apply market insights and campaign performance to refine launch strategies and improve future openings.
• Oversee marketing budgets recommendations, media investments, and resource allocation to maximize campaign performance and return on investment.
• Evaluate new partners, technologies, and marketing solutions that enhance customer acquisition, scalability, and marketing effectiveness.

Franchisee Partnership & Cross-Functional Leadership

• Serve as the strategic marketing partner for franchisees throughout the New Store Opening process, providing leadership, coaching, and ongoing support.
• Partner closely with the NSO team, Marketing, Creative, Digital, Operations, Technology, Public Relations, Franchise Business Partners, agencies, and external partners to align marketing initiatives with operational readiness, lead generation and conversion.
• Align stakeholders around priorities, timelines, performance expectations, and launch readiness while proactively identifying risks and implementing solutions that support successful launches.

Creative Review & Launch Readiness

• Oversee marketing launch readiness, ensuring campaigns, creative assets, digital platforms, customer communications, and promotional materials are accurate, on brand, and delivered on schedule.
• Partner with internal teams and external agencies to execute high-quality marketing programs while proactively resolving issues that could impact launch success.
• Establish launch standards, quality controls, and best practices that drive operational excellence across all New Store Openings.

Analytics & Performance Optimization

• Establish KPIs and monitor marketing performance across lead generation, Founding Member sales, Meet & Greet bookings, enrollment, CAC, CPL, media efficiency,
• Partner with the NSO team to evaluate RAMP performance, identify opportunities across the customer journey, and refine marketing strategies that accelerate new store growth and long-term business success.
• Deliver actionable insights and strategic recommendations that leverage campaign results, customer insights, franchisee feedback, and market trends to strengthen future New Store Openings.

Requirements:

• Bachelor's degree in Marketing, Business, Communications, or a related field.
• 5–7+ years of progressive marketing experience leading integrated marketing strategies, customer acquisition initiatives, and multi-channel campaigns.
• Proven success managing complex projects, cross-functional initiatives, agency partnerships, and marketing budgets.
• Strong expertise in campaign planning, performance marketing, analytics, and optimization.
• Exceptional project management, communication, organizational, and presentation skills with the ability to build relationships and influence stakeholders across all levels.
• Experience in franchise, multi-unit retail, hospitality, service, or consumer brands.
• Experience leading New Store Openings, localized marketing programs, or market expansion initiatives.
• Working knowledge of CRM platforms, marketing automation, paid media, local SEO, Google Business Profile, website management, and digital analytics.

Benefits

• Competitive salary and performance-based incentives.
• Health, dental, and vision insurance.
• 401(k) retirement plan.
• Opportunities for professional development and career advancement.
• 10 paid holidays.
• 2 weeks paid vacation. 
• $1,000 annual health and wellness cash benefits for gym membership or healthcare.