VP Marketing - Franchise Experience Required

About the position We're seeking a senior marketing operator who can step into a complex, fast-moving turnaround and immediately drive performance across our trades retail portfolio (4 brands, ~$120-130M combined revenue, 9 company-owned locations). This is a player-coach role requiring someone who can both think strategically and roll up their sleeves to fix tactical blocking and tackling. You'll work directly with our Fractional CMO to assess, stabilize, and rebuild our marketing operations ahead of peak season (March-April), while developing playbooks that will scale across our franchise system. This is not a brand-building role. This is a performance marketing + RevOps + systems optimization role for someone who thrives in "fix-it-fast" environments.

Responsibilities

• Own the end-to-end marketing assessment and stabilization plan for your assigned brand(s).
• Lead comprehensive marketing assessment across your assigned brand(s)
• Conduct stakeholder interviews (internal teams, leadership, vendors/agencies)
• Evaluate vendor ecosystem and performance against benchmarks
• Audit demand generation channels, attribution systems, and conversion paths
• Assess CRM workflows, data infrastructure, and reporting capabilities
• Map customer journey friction points impacting lead quality and conversion
• Identify and document immediate quick wins for triage activation during assessment
• Build prioritized action roadmap (start / stop / fix / sequence framework)
• Develop vendor rationalization recommendations (retain / recalibrate / exit)
• Create KPI framework and reporting dashboard requirements
• Design revenue operations handoff improvements (marketing → sales → ops)
• Present executive readout with diagnostic findings and prioritized interventions
• Design recommended org structure (internal + external) with short- and long-term solutions
• Systematize processes and tech stacks for repeatable execution
• Support hiring and onboarding of permanent resources as needed
• Transition from intervention mode to sustainable operating rhythm
• Coordinate with triage SMEs (SEO, paid media, CRM, data, telephony) on deep-dive assessments
• Participate in weekly cross-pod syncs to share learnings across brands
• Use standardized assessment toolkit to ensure consistent outputs across pods
• Activate quick wins and triage fixes as issues surface during discovery

Requirements

• Assessment Mindset - This is Priority #1
• You know how to walk into complexity and figure out what’s actually broken vs. what’s just messy. You’ve conducted marketing assessments, agency audits, or turnaround diagnostics before. You can distinguish between symptoms and root causes, and you build defensible points of view that enable executive decision-making.
• Full-Funnel Conversion Marketing Expertise
• Deep expertise in demand generation across channels (paid search, SEO/GEO, local presence, content, attribution). You understand how lead gen works as a system, not just individual tactics. Experience with urgency-based or emergency services marketing is a plus.
• Revenue Operations Understanding
• You understand how marketing connects to sales and operations. You've evaluated CRM architecture, lead routing workflows, speed-to-lead, and system integrations. You think about the full revenue engine, not marketing in isolation.
• Data Management & Reporting
• Data-driven but not paralyzed by imperfect data. You can audit existing dashboards, identify measurement gaps, define KPIs that drive behavior, and design reporting systems that create accountability.
• Strong Communicator & Synthesizer
• You can conduct tough stakeholder conversations, synthesize complex findings into clear recommendations, and present to executives with confidence. You make complexity simple.
• 12–15+ years in marketing, including 5+ years in senior leadership roles (Director, Senior Director, VP)
• Experience conducting marketing assessments, audits, or turnarounds
• Performance marketing and demand generation expertise across paid, organic, and conversion optimization
• Vendor and agency management experience — evaluating, rationalizing, and holding partners accountable
• Multi-location, multi-brand portfolio or franchise experience is required
• Comfortable operating in ambiguity with incomplete data and evolving priorities

Nice-to-haves

• Home Services/Franchise Experience - Nice to have
• Understanding of franchise operations, trades/field services, local market dynamics, or urgency-based purchasing.
• Home services, or PE-backed company experience a plus but not required

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