Franchise Marketing Manager
Emma – The Sleep Company
full-time
Posted on:
Location Type: Hybrid
Location: Lisbon • Portugal
Visit company websiteExplore more
About the role
- Own and enforce the franchise store launch marketing playbook across markets
- Define channel mix, budget phasing, early success signals, and week-2 / week-4 performance benchmarks
- Coordinate with regional marketing, media, and data teams to deliver launches on time and to standard
- Identify underperforming launches early and drive corrective action
- Operationalize always-on marketing across search, social, local media, and offline channels (OOH, leaflets, radio where relevant)
- Define what “good” looks like: footfall, bookings, conversion signals, and cost benchmarks
- Ensure franchise stores are fully integrated into national and regional campaigns, store locator, and booking journeys
- Partner with central data teams to ensure correct tracking, attribution, and reporting at store level
- Monitor performance dashboards and use data to prioritise action — not just reporting
- Enforce marketing governance: playbook adoption, asset usage, campaign standards, and reporting discipline
- Push back when execution or requests break performance logic or brand standards
- Act as the clear marketing interface for franchise partners and area managers
- Build scalable self-service toolkits (assets, templates, guidance) to reduce manual support
- Educate partners on what drives performance in Emma’s omnichannel model — and what doesn’t
- Balance local context with central consistency; performance always wins
- Feed franchise learnings back into global offline playbooks: what scales, what fails, what needs adapting
- Identify gaps in tools, data, or processes and push for structural fixes
- Help shape how the franchise model evolves as Emma moves from expansion to optimization
Requirements
- 4–7+ years in performance-driven marketing roles
- Experience across retail, local marketing, or multi-location / franchise models
- Proven ability to turn strategy into repeatable execution at scale
- Comfortable working with data, dashboards, and imperfect attribution
- Strong operator mindset with a bias toward execution and outcomes
- Performance-literate across paid media, local activation, and offline–online interaction
- Able to influence without authority — and enforce standards when needed
- Comfortable with scale, repetition, and continuous optimization
Benefits
- 📊 Check your resume score for this job Improve your chances of getting an interview by checking your resume score before you apply. Check Resume Score
Applicant Tracking System Keywords
Tip: use these terms in your resume and cover letter to boost ATS matches.
Hard Skills & Tools
performance marketingdata analysisbudget managementcampaign managementattribution modelingmarketing governancechannel mix optimizationoffline marketinglocal media marketingsearch marketing
Soft Skills
influencingexecutionoutcome orientationcollaborationproblem-solvingcommunicationadaptabilityleadershipstrategic thinkingeducational skills