Vacasa

Director of Franchise Marketing

Vacasa

full-time

Posted on:

Location Type: Remote

Location: Alabama • Alaska • United States

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Salary

💰 $120,000 - $145,000 per year

Job Level

Lead

About the role

  • Develop marketing strategies for telling the story of Casago and the value to guests of vacationing with a national brand owned and run by local heroes. Own this process from creating the annual marketing plan in line with the budget to tracking ROI on plan, budget, and establish and report key KPIs.
  • Develop marketing messaging that ties to the overall Casago brand position and value proposition. You will need an intimate understanding of the customers and respective segments to draft the right messaging strategies. You will draft, validate and implement marketing claims, hooks and offers to improve the revenue of our local franchisees.
  • Research, propose and implement a marketing strategy for Casago. This involves a deep understanding of our customers, central organization and our Franchise owners and teams. You will create alignment among the needs of each group to enable localized brand building in each of our markets.
  • Forecast, track, and report campaign effectiveness metrics as well as overall ROI to internal stakeholders. Plus, continually monitor, analyze and tune campaigns to maximize conversion
  • Conduct on-going research with customers as well as competitive analysis. Synthesize this research into commercial opportunities
  • Collect user feedback and analyze data to evaluate performance of campaigns
  • Develop positioning, messaging frameworks and value props
  • Own the development and management of our customer journey maps and personas. Evangelize our customers and their experiences internally to build empathy and drive informed decision making
  • Partner with internal stakeholders to inform our internal strategy
  • Develop go to market plans as needed for new franchisees that launch - partner with sales, brand and customer success team when appropriate
  • Develop comprehensive project timelines and deliverable schedules, lead project kickoffs, and regular status meetings
  • Lead and develop a team of employees through effective coaching, mentoring, and performance management. Conduct regular one-on-one meetings and annual evaluations to support professional growth and ensure alignment with company goals.
  • Oversee daily operations and workflow management to optimize team productivity and meet departmental objectives. Identify areas for improvement, and implement process enhancements to drive efficiency and quality outcomes.
  • Foster a collaborative work environment that promotes open communication, innovation, and employee engagement. Address team conflicts constructively and in a timely manner as they arise.
  • Assist the recruiting process with interviewing, selection and onboarding new team members while ensuring compliance with company policies and employment regulations.
  • Collaborate with cross-functional teams and stakeholders to align departmental goals with broader organizational strategy. Represent the team in leadership meetings and communicate strategic decisions effectively to direct reports.
  • Support continuous improvement initiatives by analyzing program performance, identifying bottlenecks, and implementing process optimizations. Stay current with industry trends, best practices, and emerging technologies relevant to the function.
  • Other duties as assigned because every day is different in hospitality!

Requirements

  • Total of 7+ years experience in marketing, management consulting, or user research with a strong quantitative bend.
  • Experience working in franchise marketing with a focus on hotel, hospitality, vacation or similar industry is highly preferred.
  • College education is strongly preferred, though we recognize that great talent comes from many different paths.
  • Demonstrated success overseeing product campaigns that big drive results
  • Passion for understanding the needs of the customer and delivering great experiences
  • Excellent at project management and taking ownership for your work
  • You’re an excellent communicator with an attention for detail and willingness to roll-up your sleeves and do what it takes to get results
  • A sense of humor, empathy, and humility!
  • Attention to detail
  • Experience conducting qualitative and quantitative research, and developing research artifacts
  • Proven ability to lead, mentor, and develop high-performing teams, with a focus on fostering collaboration, accountability, and professional growth in a fast-moving, results-driven environment.
  • Experience managing day-to-day team operations, providing guidance and support, and fostering a positive, productive team culture focused on collaboration, accountability, and growth.
  • Tech-savvy with experience using various digital systems and applications and comfortable using mobile apps, tablets, and various software platforms.
  • Communicates clearly and confidently—whether it's over email, on a video call, or in person—and can build strong connections with both team members and clients.
Benefits
  • Health/dental/vision insurance based on hours worked
  • Employer Sponsored & Voluntary Supplemental Benefits based on hours worked
  • 401K retirement savings plan with immediate 100% company match on the first 4% you contribute
  • Health & Dependent Care Flexible Spending Accounts based on hours worked
  • Paid Flex Time Off / Vacation & Sick Time
  • Employee Assistance Program (EAP)
  • Employee Discounts
Applicant Tracking System Keywords

Tip: use these terms in your resume and cover letter to boost ATS matches.

Hard Skills & Tools
marketing strategiescampaign effectiveness metricsquantitative researchqualitative researchproject managementcustomer journey mappingKPI trackingdata analysismarketing messaginggo to market plans
Soft Skills
communicationteam leadershipcoachingmentoringcollaborationempathyattention to detailproblem-solvinginnovationconflict resolution