Growth & Performance Marketing Manager

The Science

ROAS, GHL, AI Search, Leads

The Opportunity

We are a family-friendly start-up in hyper-growth mode, scaling from 18 to nearly 40 locations this year. We need a Growth & Performance Marketing Manager who views marketing as a precision-engineered engine. You will own the lead flow and technical infrastructure that fuels our expansion, acting as the primary driver for both local guest acquisition and national franchise development.

Key Responsibilities

• Brand Fund Allocation: Strategically manage and allocate the National Brand Fund across 40+ locations. You will analyze performance data to deploy capital where it drives the highest sales results, ensuring balanced growth across the entire franchise system.
• CRM Architecture (GHL): Take full ownership of our GoHighLevel (GHL) environment. Build and maintain the marketing logic: workflows, triggers, and automated nurtures that move leads from "inquiry" to "discovery."
• AI Search & SEO (GEO/AIO): Ensure our 40+ locations are "AI-ready." Optimize for AI Search, manage schema markup for AI model recommendations, and maintain dominant visibility in Google Maps and local search packs.
• Conversion Rate Optimization (CRO): Manage multi-location websites with a focus on local search intent and landing page performance to maximize lead capture and sales conversions.
• Vendor Accountability: Act as the primary lead for our ad agencies, ensuring every dollar is pacing correctly and hitting strict KPIs for ROAS, Cost Per Lead (CPL), and lead-to-booking quality.
• Data & Analytics: Use GA4 and platform data to audit performance. Provide the "why" behind the numbers and pivot spend in real-time to maximize unit-level ROI.
• Franchise Lead Gen & Sales Enablement: Own the full-funnel strategy for franchise sales. Optimize the technical "Discovery Process" to ensure the journey from lead capture to FDD review is frictionless.
• Franchisee Technical Training: Serve as the subject matter expert for owners. Train them on reading dashboards, managing local lead flow, and understanding their marketing ROI.
• Collaborative Partnership: Work in a tight "Growth & Brand" pod with our Creative Manager. You own the engine; they provide the high-quality storytelling "fuel."

How We Measure Success

• Sales Results: Measurable growth in unit-level sales directly tied to Brand Fund allocations and performance campaigns.
• Pipeline Health: Consistent delivery of high-quality franchise leads and local guest traffic targets.
• Visibility Score: High rankings in local "map packs" and frequent citations in AI-generated search answers.
• Efficiency Metrics: Maintaining CPA/ROAS targets and ensuring zero "leaky buckets" in CRM automation.

Who You Are

• The Systems Architect: You don't just "run ads"; you build ecosystems. You enjoy the logic of a complex GHL workflow as much as a successful campaign launch.
• Data-Obsessed: You find peace in a clean GA4 dashboard and can explain the difference between a vanity metric and a growth metric to stakeholders.
• AI-Forward: You understand how Generative Engine Optimization (GEO) influences how AI models (Gemini, Perplexity) "see" our brand.
• Vendor Whisperer: You can spot a "fluffed" agency report from a mile away and know how to push partners to hit actual performance targets.
• Experience: 5–7+ years in performance marketing or marketing ops, ideally in a multi-unit or franchise environment.

Benefits & Perks

• Salary: $70,000 – $90,000 (commensurate with experience).
• Hybrid: 2 days/week in our Chester, MD HQ; 3 days remote.
• Health & Wealth: Comprehensive Insurance + 401K with company matching.
• Work-Life Harmony: Unlimited PTO and a family-first internal culture.
• Family Perks: Free cooking classes for you and your family!
• Growth: Impact the success of dozens of small business owners at the ground level.