New Store Opening Marketing Manager

Role Overview

The New Store Opening (NSO) Marketing Manager owns the end-to-end marketing ramp for new Scenthound locations—from lease signing through the end of Year 1. The role turns market analysis into a successful grand opening and a profitable first-year location, acting as the primary marketing contact for franchisees during the most critical pre-sale and launch phases.

Responsibilities

Pre-Opening Setup & Strategy

• Serve as the first marketing point of contact for new franchisees and lead onboarding calls to set launch expectations.
• Evaluate each market’s competitive landscape and characteristics to determine channel mix, spend level, and timing.
• Oversee digital setup for new locations, including:
  • Website presence
  • Facebook business page
  • Meta and Google ad accounts
  • Digital listings
  • Review platform integrations
• Partner with media agencies to brief pre-sale strategy and ensure campaigns are configured and live on time.
• Walk franchisees through the media strategy, including channels, budget, and expected results.

Pre-Sale Execution & Performance

• Monitor pre-sale performance daily and weekly, including:
  • Leads
  • Cost per lead (CPL)
  • Conversion rates
  • “Founding membership” counts vs. targets
• Provide regular performance updates to franchisees and translate data into actionable guidance.
• Work with agencies and Franchise Business Coaches (FBCs) to intervene quickly when performance is below plan (adjust creative, spend, and/or strategy).
• Coordinate the transition from pre-sale offer to grand opening, including messaging, digital updates, and channel priorities.

Year 1 Ramp Management (Open to Month 12)

• Keep post-opening spend levels steady through the first three months, partnering with agencies to sustain channel activity during peak traffic.
• Track each location against membership ramp targets (opening day → Month 3 → end of Year 1) and escalate underperforming locations.
• Run 30/60/90-day post-opening check-ins with franchisees to review performance, answer questions, and adjust marketing.
• Manage and report on offer testing across new locations.

Reporting, Travel, and Location

• Reports to the VP of Marketing.
• Primarily HQ/remote-based with periodic travel to the corporate office and occasional onsite visits for grand openings.

Requirements

• Not specified in the provided text.

Nice-to-Haves

• Not specified in the provided text.