Director of Field Marketing

JOB DESCRIPTION SUMMARY

FirstLight Home Care serves seniors in their homes, helping them to live their best day every day. FirstLight is adding a new management position to their marketing department. The new Director of Field Marketing will serve as the key marketing partner to franchise owners, supporting local marketing initiatives that drive customer acquisition, retention, and brand awareness. This role bridges corporate marketing strategy and local market execution—helping franchisees implement effective, brand-aligned campaigns that deliver measurable results.

ESSENTIAL DUTIES

• Partner with franchise owners to develop and execute local marketing plans aligned with national brand strategy.
• Provide consultation, tools, and training to franchisees on marketing best practices, including digital advertising, social media, local partnerships, and community engagement.
• Lead development of necessary tools, training, and policies for an effective local marketing program.
• Manage local store marketing budgets and co-op fund programs to ensure proper utilization and ROI tracking.
• Participate in marketing field tests including franchisee selection and facilitating ongoing feedback
• Collaborate with the corporate marketing team to localize campaigns, promotions, and creative assets for specific markets.
• Coordinate field support, including franchisee visits, with the field operations team to facilitate a holistic approach to franchise business support.
• Analyze local market data and performance metrics to identify growth opportunities and adjust marketing strategies accordingly.
• Support new territory openings with pre-launch marketing plans, grand opening campaigns, new owner training, and post-launch performance reviews.
• Serve as the voice of the franchisees to the corporate marketing team, providing feedback on campaign performance and franchise needs.
• Manage local agency relationships and coordinate with approved marketing partners to support franchisees efficiently. Coordinate and disseminate monthly reporting, quarterly account reviews, and case studies.
• Manage marketing test calendar and coordinate with cross functional teams to ensure alignment on test timing, location and protocol.
• Identify needs for ongoing marketing education programs and work with the corporate marketing team to create and implement ongoing training programs.
• Manage the franchisee ticketing system for marketing requests to ensure requests are handled in a timely manner and that weekly and monthly reporting is distributed.
• Ensure all local marketing activities adhere to brand standards and compliance guidelines.

QUALIFICATIONS

• Bachelor’s degree in Marketing, Communications, Business, or a related field.
• 7 -10 years of marketing experience, with at least 2 years in field marketing, franchise marketing, or multi-unit retail.
• Previous supervisory experience.
• Strong understanding of local marketing, media buying, and digital channels (search, social, display, email).
• Proven ability to analyze data, measure ROI, and communicate actionable insights.
• Excellent interpersonal and presentation skills with the ability to build trust and influence franchise owners.
• Highly organized with strong project management skills and attention to detail.
• Willingness to travel [up to 40%] to support franchise locations.

PREFERRED EXPERIENCE

• Working within a franchised or multi-unit business model.
• Working with local digital media agencies.
• Hiring, training and managing staff
• CRM platform experience
• Knowledge of co-op marketing programs and marketing fund management

DIRECT REPORTS

• (1) One, Marketing Coordinator