Marketing Manager

Head to Toe Brands was formed by global private equity company Riverside to develop the talent, resources, and tools needed to oversee and grow multiple franchised brands within the beauty industry. Current brands in the portfolio include The Lash Lounge, Frenchies Modern Nail Care, Bishops Cuts/Color, and Delta Crown. At Head to Toe Brands, we’re first and foremost in service to our franchisees. We create and optimize meaningful marketing programs that increase lead capture, sales, and member retention while helping our franchisees confidently navigate an ever-changing marketing landscape. And most importantly, we also have a lot of fun doing it. We’re a team that believes in bringing your true, authentic self to work, taking and making opportunities that fill you up and move us forward.

We are looking for a strategic, collaborative, and highly motivated Marketing Manager to lead local marketing strategy and support across Head to Toe Brands’ portfolio of franchise brands.

In this role, you’ll serve as a strategic marketing partner to franchise owners, helping them identify opportunities, solve local marketing challenges, and build actionable plans that support their business goals. You’ll also play a key role in developing, testing, and scaling local marketing programs and tools across the organization.

The ideal candidate is equal parts strategist and doer: someone who can look at performance and identify what needs to change, confidently coach a franchise owner through a marketing challenge, and then turn those learnings into scalable programs that benefit the broader franchise system.

• →Lead local marketing strategy and support across Head to Toe Brands’ portfolio of franchise locations.
• →Serve as a strategic marketing partner to franchisees, providing coaching and recommendations based on individual location goals, challenges, and performance.
• →Develop actionable local marketing plans designed to support lead generation, customer acquisition, sales, membership growth, and retention.
• →Provide elevated marketing support and coaching for priority or underperforming franchise locations, identifying opportunities and creating clear action plans for improvement.
• →Lead local marketing onboarding for new franchise locations, helping owners build and execute pre-opening, grand opening, and post-opening marketing plans.
• →Evaluate results from local marketing tests and pilots and make recommendations on whether and how successful tactics should be scaled across the franchise system.
• →Develop scalable local marketing programs, playbooks, processes, and resources that enable franchisees to confidently execute marketing within their markets.
• →Analyze location and market-level marketing performance to identify trends, opportunities, and areas requiring additional support.
• →Translate marketing performance and franchisee feedback into actionable insights and recommendations for Marketing leadership.
• →Identify recurring franchisee challenges and use those insights to improve marketing programs, resources, training, and processes across the organization.

• • 3-5 years of experience in marketing, with experience in local marketing, franchise marketing, field marketing, multi-location marketing, or a related discipline strongly preferred.
  • Bachelor’s degree in Marketing, Communications, Business, or a related field preferred, or equivalent relevant experience.
  • Demonstrated ability to develop marketing strategies and translate them into clear, actionable plans.
  • Experience advising, coaching, or partnering with business owners, operators, field teams, or other non-marketing stakeholders.
  • Strong understanding of local marketing channels and tactics, including digital marketing, paid media, local search, reputation management, email, direct mail, community partnerships, events, and grassroots marketing.
  • Strong analytical skills with the ability to interpret marketing and business performance, identify trends, and make actionable recommendations.
  • Excellent written, verbal, and presentation skills with the ability to communicate marketing concepts clearly to audiences with varying levels of marketing expertise.
  • Comfortable navigating challenging conversations and providing clear, confident recommendations to franchise owners and stakeholders.
  • Experience within a franchise, multi-location, beauty, wellness, fitness, hospitality, or service-based organization is a plus.
  • AI-native mindset with a passion for leveraging AI tools to improve productivity, streamline processes, solve problems, and enhance marketing execution.