VP of Marketing, FASTSIGNS
Propelled Brands
Date: 3 weeks ago
City: Carrollton, Texas
Contract type: Full time
Propelled Brands Core Values
Supporting our Core Values is an essential function for all team members as this is how we deliver on our purpose to Propel Our People and Our Brands to Achieve Success. Our organization is aligned around a few goals and each team member's efforts are focused toward accomplishing these goals. We can only accomplish these goals with all team members supporting these core values.
Make It Happen | Expertise & Mastery | Positive Attitude | Growth Mindset | Considerate
About Us
At FASTSIGNS, we are leaders in the signage and visual communications industry, dedicated to providing innovative solutions and exceptional service to our clients. We pride ourselves on fostering a dynamic and supportive environment for our franchisees, enabling them to achieve business growth and profitability.
Position Summary/Objective
The VP of Marketing, FASTSIGNS reports directly to the Chief Marketing Officer. This position is a key leader on the marketing team, responsible for developing, executing, and optimizing brand strategies that drive both corporate and franchise growth. The main objective of this position is to provide direct oversight of brand specific marketing strategies to build brand value and meet business objectives.
This position combines strategic leadership, creative development and franchisee support to ensure the success of brand initiatives across all touchpoints and provides exceptional guidance to both internal teams and franchise partners. The VP of Marketing, FASTSIGNS will lead development of integrated marketing campaigns, national and local media strategies for paid and owned channels, brand positioning, and consumer research. This position leads performance management and is responsible for meeting marketing and business KPIs.
Additionally, the position leads local marketing strategy directly supporting our franchisees to enable centers to generate market awareness and leads that ultimately build sales and a more successful, growing franchise system. This position works directly with the marketing shared services leaders to strategize, leverage functional expertise, best practices, and platform/process efficiencies and execute across the board. This position works with the CMO and Brand President to align marketing initiatives with the business objectives.
Essential Functions
Brand Strategy & Leadership:
This position directly oversees the Senior Marketing Services Managers and their direct reports. Indirectly, the position partners with Marketing Shared Services Leaders and cross-functional team members to strategize and for functional expertise, best practices, and platform/process efficiencies.
Work Environment
This job operates in a professional office environment (on-site or remote). This role routinely uses standard office equipment such as computers, smartphones, video conferencing, webinars, phones, photocopiers, printers, filing cabinets, shredding and fax machines.
Physical Demands
The physical demands described here are representative of those that must be met by a Team Member to successfully perform the essential functions of this job. While performing the duties of this job, the Team Member is regularly required to walk, talk, see and hear. Must be able to lift up to 25 pounds.
Position Type/Expected Hours of Work
This is a full-time, Exempt position of at least 40 hours a week, Monday through Friday, between the hours of 7:00 a.m. to 6:00 p.m. Occasional evening and weekend work may be required as job duties demand.
Travel
Travel is primarily during business days, out-of-the-area and overnight travel is expected based on individual job responsibilities. Some of the travel may occur on weekends or be international. Company events may include Summits and the Annual Conventions may also include travel. Travel is expected to be 30%.
Required (or Preferred) Education And Experience
Bachelor’s degree in Marketing or related field is preferred, with a minimum of 20 years of experience in marketing; management/supervisor experience – minimum of 10 years. Franchise and B2B experience are highly preferred.
Additional Eligibility Qualifications
Must be versed in digital marketing (Google Analytics, SEO, email marketing, customer journeys, social media), national and local media and local marketing. Strong cross-functional management, project management and organizational planning (budgets and people structure). Ability to present at committee meetings and from the main stage at conventions.
Required Core Competencies
Propelled Brands. provides equal employment opportunities (EEO) to all Team Members and applicants for employment without regard to race, color, religion, sex, national origin, age, disability or genetics. In addition to federal law requirements, Propelled Brands complies with applicable state and local laws governing nondiscrimination in employment in every location in which the company has facilities. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training.
Flexible work from home options available.
Supporting our Core Values is an essential function for all team members as this is how we deliver on our purpose to Propel Our People and Our Brands to Achieve Success. Our organization is aligned around a few goals and each team member's efforts are focused toward accomplishing these goals. We can only accomplish these goals with all team members supporting these core values.
Make It Happen | Expertise & Mastery | Positive Attitude | Growth Mindset | Considerate
About Us
At FASTSIGNS, we are leaders in the signage and visual communications industry, dedicated to providing innovative solutions and exceptional service to our clients. We pride ourselves on fostering a dynamic and supportive environment for our franchisees, enabling them to achieve business growth and profitability.
Position Summary/Objective
The VP of Marketing, FASTSIGNS reports directly to the Chief Marketing Officer. This position is a key leader on the marketing team, responsible for developing, executing, and optimizing brand strategies that drive both corporate and franchise growth. The main objective of this position is to provide direct oversight of brand specific marketing strategies to build brand value and meet business objectives.
This position combines strategic leadership, creative development and franchisee support to ensure the success of brand initiatives across all touchpoints and provides exceptional guidance to both internal teams and franchise partners. The VP of Marketing, FASTSIGNS will lead development of integrated marketing campaigns, national and local media strategies for paid and owned channels, brand positioning, and consumer research. This position leads performance management and is responsible for meeting marketing and business KPIs.
Additionally, the position leads local marketing strategy directly supporting our franchisees to enable centers to generate market awareness and leads that ultimately build sales and a more successful, growing franchise system. This position works directly with the marketing shared services leaders to strategize, leverage functional expertise, best practices, and platform/process efficiencies and execute across the board. This position works with the CMO and Brand President to align marketing initiatives with the business objectives.
Essential Functions
Brand Strategy & Leadership:
- Provide strategic leadership for a long-term brand vision and brand marketing initiatives, ensuring alignment with both Propelled Brands and FASTSIGNS business strategy, goals and objectives and meeting brand and marketing KPIs.
- Drive customer acquisition, retention and frequency strategies in collaboration with Marketing Shared Services.
- Lead brand research and consumer insights efforts, including annual brand studies and product-specific research to inform strategy and measure brand health.
- Champion the brand’s positioning and voice and ensure it is consistently represented across all marketing channels and customer touchpoints.
- Act as the primary brand ambassador within the organization, fostering strong cross-functional relationships to drive brand consistency and achieve marketing and business objectives.
- Seek out category, competitive, industry and consumer trends and make recommendations regarding brand relevance or impact.
- Serve as the main marketing point of contact for franchisees, developing and implementing local marketing and lead generation programs that drive new and existing franchisee success.
- Guide franchisees on how to optimize their local marketing investments through education, success sharing, tools and support including a focus on lead conversion in the centers.
- Provide leadership to and management of the Senior Marketing Services Managers and their direct reports. Team covering all aspects of planning, and franchisee support. Ensure best practices for local marketing, lead generation and franchisee support.
- Lead the marketing conversations with the Franchise Advisory Council, sharing brand strategy updates, performance metrics, and gathering feedback on key initiatives.
- Oversee the marketing sections of new franchisee training, company meetings, network calls and general franchisee marketing education.
- Partner with Marketing Shared Services to develop and execute an integrated digital and social media strategy that enhances brand visibility, engagement, and customer loyalty and delivers against brand KPIs.
- Ensure content creation meets all brand positioning and standards.
- Evaluate competitive brands, the consumer landscape and digital trends and incorporate innovative marketing tactics to keep the brand competitive in the digital space.
- Lead media mix strategy, developing plans that incorporate traditional and digital channels, ensuring alignment with business goals and marketing objectives and with a focus on performance management.
- Oversee media buying, budget allocation, and vendor/partner relationships to maximize ROI on advertising spend and drive quality lead volume to centers.
- Develop and execute integrated marketing campaigns partnering with shared services to include creative conception, media strategy, and the production of marketing materials.
- Provide strategic direction for public relations efforts, including press releases, media outreach, and brand partnerships.
- Provide leadership and guidance to the marketing team, fostering a culture of collaboration, accountability, and innovation.
- Mentor and develop direct reports, ensuring alignment with strategic goals and the continuous professional growth of the team.
- Manage cross-functional teams as appropriate and collaborate with IT, Operations and Marketing Shared Services to deliver high-impact marketing programs.
- Drive operational excellence by ensuring that marketing projects are delivered on time, within budget, and to the highest quality standards.
- Develop annual marketing plans that align with strategic objectives, and manage the marketing budget to ensure cost-effectiveness, financial accountability and return on investment.
- Measure and report on the effectiveness of marketing campaigns, using data to make strategic recommendations and adjustments.
- Ensure marketing investments serve the needs of the business and franchisees, providing clear ROI analysis and performance metrics.
- Build and maintain relationships with key stakeholders, including the Brand President, franchisees, vendor partners and committee and board members to drive the brand forward.
- Represent the brand at industry events, conferences, and media engagements, ensuring the brand's voice and image are positively represented.
- Develop and nurture strategic partnerships with organizations, charities, and influencers to expand brand visibility and engagement.
- A strong focus on marketing measurement, effectiveness, and continuous improvement.
- Ability to lead the marketing data analytics discipline.
This position directly oversees the Senior Marketing Services Managers and their direct reports. Indirectly, the position partners with Marketing Shared Services Leaders and cross-functional team members to strategize and for functional expertise, best practices, and platform/process efficiencies.
Work Environment
This job operates in a professional office environment (on-site or remote). This role routinely uses standard office equipment such as computers, smartphones, video conferencing, webinars, phones, photocopiers, printers, filing cabinets, shredding and fax machines.
Physical Demands
The physical demands described here are representative of those that must be met by a Team Member to successfully perform the essential functions of this job. While performing the duties of this job, the Team Member is regularly required to walk, talk, see and hear. Must be able to lift up to 25 pounds.
Position Type/Expected Hours of Work
This is a full-time, Exempt position of at least 40 hours a week, Monday through Friday, between the hours of 7:00 a.m. to 6:00 p.m. Occasional evening and weekend work may be required as job duties demand.
Travel
Travel is primarily during business days, out-of-the-area and overnight travel is expected based on individual job responsibilities. Some of the travel may occur on weekends or be international. Company events may include Summits and the Annual Conventions may also include travel. Travel is expected to be 30%.
Required (or Preferred) Education And Experience
Bachelor’s degree in Marketing or related field is preferred, with a minimum of 20 years of experience in marketing; management/supervisor experience – minimum of 10 years. Franchise and B2B experience are highly preferred.
Additional Eligibility Qualifications
Must be versed in digital marketing (Google Analytics, SEO, email marketing, customer journeys, social media), national and local media and local marketing. Strong cross-functional management, project management and organizational planning (budgets and people structure). Ability to present at committee meetings and from the main stage at conventions.
Required Core Competencies
- Strategic and critical thinking
- Competitive and goal-oriented
- Shows initiative
- Strong-minded, persistent and persuasive
- Has a strong sense of urgency
- Experience with performance management
- Team development
- Ability to set and meet established deadlines
- Top-notch organization skills
- Outstanding communication
- Self-motivated
- Ethical conduct
- Exceptional attention to detail
- Supervisory experience
Propelled Brands. provides equal employment opportunities (EEO) to all Team Members and applicants for employment without regard to race, color, religion, sex, national origin, age, disability or genetics. In addition to federal law requirements, Propelled Brands complies with applicable state and local laws governing nondiscrimination in employment in every location in which the company has facilities. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training.
Flexible work from home options available.
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