The Challenge
Marco's Pizza operates 1,250+ locations and needs a marketing leader who can architect smarter personalization at scale. You'll own the CRM strategy that turns customer data into revenue across email, SMS, and push—partnering with BI, ops, and franchisees to deliver what actually moves the needle.
Your Mission
Audit current CRM segmentation and campaign taxonomy; identify 3–5 quick wins to improve open rates and SMS engagement within 60 days
Build or refine the code-based segmentation logic for the top 3 customer segments (high-value, lapsed, frequency drivers) across email and SMS
Establish campaign KPI dashboard and reporting cadence for internal teams and franchisees; define baseline metrics for Q1 performance
Map and document the SMS journey design and control group structure; ensure compliance and optimize send frequency
Launch 2–3 new automated workflow campaigns (onboarding, win-back, upsell) that increase customer lifetime value by 8–12%
Grow SMS subscriber base and engagement rates by 25%+ through improved segmentation and personalization
Develop franchisee-facing insights reports that surface actionable data on guest behavior and campaign performance by location/market
Establish a testing roadmap (A/B tests on subject lines, send times, offers) and run 4–6 controlled experiments to refine targeting
KPIs You'll Own
Email Open Rate & Click-Through Rate
Track performance by segment and campaign type; target 2–3% improvement quarter-over-quarter through better segmentation.
SMS Engagement & Conversion Rate
Measure SMS opens, clicks, and redemptions; benchmark against QSR best practices and optimize send frequency and messaging.
Customer Lifetime Value (CLV) by Segment
Monitor revenue impact of personalized campaigns; aim for 10–15% CLV lift in high-value and reactivation segments.
Unsubscribe & Spam Complaint Rate
Maintain health of owned channels; keep unsubscribe rate <0.5% and spam complaints <0.1% through relevance and frequency management.
Campaign ROI & Revenue Attribution
Calculate incremental revenue from CRM campaigns vs. control groups; demonstrate marketing contribution to franchisee profitability.
Tools & Stack
Your Team
Your Manager
VP or Director of Marketing (not specified)
Current Team
Cross-functional: BI analysts, operations team, franchisee liaisons, agency partners
New role—building out CRM personalization function
The Package
Salary
$95K-$130K base
Remote
On-site in Ohio, United States (not remote despite 'Remote' label in raw data—clarify with recruiter)
Benefits & Perks
Company Intelligence
Marco's Pizza is a growing QSR franchise with 1,250+ locations nationwide. They're investing in data-driven marketing and personalization to improve guest engagement and franchisee profitability.
Customers
1,250+ franchise locations and their end customers (pizza buyers)
Culture
Fast-moving, lean team environment; 'do what it takes' mentality; franchisee-partner focused
Is This Role For You?
- You're a hands-on marketer who codes (SQL, Python) and isn't afraid to build segmentation logic yourself, not just configure platforms
- You've owned CRM strategy at scale and can show concrete revenue impact from personalization and segmentation work
- You thrive in a multi-stakeholder environment (internal teams, franchisees, agencies) and can translate data into insights for non-technical audiences
- You have QSR or fast-casual experience and understand the unique challenges of franchise marketing and guest frequency/loyalty
- You expect a purely strategic role—this is hands-on coding and campaign execution; you'll be in the weeds optimizing segmentation logic
- You've only worked in-agency or only brand-side; this role needs both perspectives and ability to manage external partners plus internal strategy
- You're not comfortable with ambiguity or iteration; you'll be building segmentation strategies in a growing, evolving marketing org
Interview Process
Phone Screen
Recruiter confirms your CRM and coding experience; alignment on QSR interest and on-site location
Technical Assessment
Walk through a past segmentation project or coding sample; discuss SQL/Python approach to audience targeting and campaign automation
Marketing Leadership Conversation
Interview with VP/Director of Marketing; discuss CRM strategy, franchisee partnerships, and your approach to data-driven personalization
Cross-Functional Panel
Meet BI lead, operations stakeholder, and possibly a franchisee rep; assess collaboration and communication skills
Offer & Reference Checks
Final offer stage; references validate CRM and campaign impact claims
Interested in this role?
Apply now and hear back within days, not weeks.
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About Growth Marketing Roles
Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.