Franchise Marketing Strategy Specialist

Kumon North America, Inc.; Rutherford (NJ); Hybrid; USD 85,000 - 115,000; Full time

Benefits offered by this job

Health insurance

401k with match

Paid time off

Professional development

Job summary

Kumon North America, Inc. is seeking a Franchise Marketing Strategy Specialist to lead the strategy and execution of prospective franchisee lead generation across Kumon’s North America network.

This role improves lead quality, strengthens campaign strategy, and supports conversion of qualified prospects into registrations for franchise development and training. Based in the U.S., this hybrid role requires commuting to the Rutherford, New Jersey office and collaborating with Branding, Center

Qualifications

• Bachelor's degree in Marketing, Business, Communications or related field.
• 5+ years in lead generation, growth marketing, or franchise recruitment marketing.
• Experience balancing strategy with hands-on campaign execution.
• Experience planning, measuring, and optimizing multi-channel campaigns.
• Strong analytics to interpret lead sources, campaigns and pipeline data.
• Experience developing audience segmentation and targeting strategies.
• Ability to translate data into actionable recommendations.

Responsibilities

• Develop and improve lead-quality standards, qualification criteria, and measurement practices.
• Create reporting frameworks for lead quality, sources, campaigns, and pipeline health.
• Monitor KPIs: lead volume, cost per lead, conversion rates, source effectiveness.
• Plan, execute, and optimize multi-channel lead-generation campaigns across digital and non-digital channels.
• Collaborate with external agencies and internal teams to align objectives and improve results.
• Design audience segmentation and targeting strategies for US and Canada markets.
• Prepare regular performance reports and strategic recommendations for leadership.

Skills

Lead generation

Growth marketing

Campaign planning

Analytics

CRM

Marketing automation

Team collaboration

Franchise recruitment marketing

Education

Bachelor's degree in Marketing

Tools

Salesforce

Google Analytics

Excel

Job description

The Franchise Marketing Strategy Specialist leads the strategy and execution of prospective franchisee lead generation across Kumon North America. This role is responsible for improving lead quality, strengthening campaign strategy, increasing visibility into lead sources, and supporting the conversion of qualified prospects into registrations for Kumon’s franchisee development and training process.

Important role clarification: This is a marketing and lead-generation strategy position focused on attracting, qualifying, and converting prospective Kumon franchise owners. It is not an employee recruiter, Talent Acquisition, or HR recruiting position.

Working closely with the Branding Department, Center Network Development, Field Operations, and external agency partners, the Franchise Marketing Strategy Specialist establishes lead-quality standards, develops market segmentation strategies, analyzes campaign and pipeline performance, recommends improvements, and executes approved lead-generation initiatives across digital and non-digital channels.

This position requires a balance of strategic thinking and hands-on campaign execution. The successful candidate will be innovative, intellectually curious, comfortable working with data, and able to independently identify and test new approaches to franchise recruitment.

Location requirement: This is a U.S.-based hybrid position supporting the Rutherford, New Jersey office. The successful candidate must be able to commute to and work from the Rutherford office in accordance with the position’s hybrid schedule. Candidates from New Jersey and the surrounding New York metropolitan area may be considered.

Requirements:

• Bachelor’s degree in Marketing, Business, Communications, or a related field
• Five or more years of experience in lead generation, growth marketing, digital marketing, franchise recruitment marketing, or a related area
• Demonstrated experience balancing strategic campaign planning with hands-on campaign execution
• Experience planning, implementing, measuring, and optimizing multi-channel lead-generation campaigns
• Strong analytical skills with the ability to interpret lead-source, campaign, conversion, and pipeline data
• Experience developing audience segmentation and targeting strategies
• Experience collaborating and coordinating with external agencies, vendors, or marketing partners
• Ability to translate data and market insights into clear, actionable recommendations
• Strong project and process management skills
• Excellent written, verbal, and presentation skills
• Ability to work independently, manage multiple priorities, and operate effectively in a cross-functional environment
• Strong strategic thinking, innovation, intellectual curiosity, and problem-solving skills
• Proficiency with Microsoft Word, Excel, and PowerPoint
• Experience using CRM, marketing automation, campaign reporting, or analytics platforms
• Familiarity with Salesforce is preferred; deep Salesforce expertise is not required, but the ability to learn new systems is essential
• Experience supporting campaigns across the United States and Canada is preferred

Responsibilities:

• Develop and continuously improve franchise lead-quality standards, qualification criteria, and measurement practices
• Create reporting frameworks to evaluate lead quality, lead sources, campaign performance, pipeline health, and conversion outcomes
• Monitor key performance indicators such as lead volume, cost per lead, conversion rates, source effectiveness, and contribution to franchisee training registrations
• Identify gaps and opportunities within the current franchise lead-generation strategy and recommend practical improvements
• Plan, execute, and optimize lead-generation campaigns across digital, social media, partnership, event, referral, and other channels
• Develop innovative lead-generation approaches beyond traditional digital advertising, including referral opportunities involving Kumon parents, associates, and other internal networks
• Design audience segmentation and targeting strategies for prospective franchisees across United States and Canadian markets
• Apply segmentation insights to campaign messaging, channel selection, geographic targeting, and prospect outreach
• Coordinate with external lead-generation agencies and partners to communicate objectives, share performance insights, support campaign execution, and improve results
• Collaborate with the Branding team, which retains overall responsibility for external agency oversight
• Partner with Center Network Development, Branding, Field Operations, and other stakeholders to align target markets, candidate profiles, campaign priorities, and messaging
• Evaluate existing franchise recruitment practices and provide a holistic view of opportunities to strengthen lead quality and conversion
• Develop testing strategies and use campaign results to implement data-driven improvements
• Prepare regular performance reports, campaign updates, and strategic recommendations for leadership
• Communicate campaign progress, lead-source performance, pipeline trends, and recommended actions to key stakeholders
• Remain current on lead-generation practices, emerging platforms, audience trends, and new approaches that may support franchise network growth
• Support additional Branding Department initiatives and projects, including franchise development and student-focused marketing programs, as needed

Kumon has a vested interest in the wellbeing of our associates. We offer a total compensation package including:

• Quality Medical, Dental, and Vision Coverage
• Prescription Drug Plan
• 401k Retirement Savings Plan with generous company match and 2 year vesting schedule
• Flexible Spending Accounts for Health Care, Dependent Care, and Commuting Expenses
• Company Paid Basic Life Insurance and AD&D
• Company Paid Short and Long Term Disability Plans
• Plentiful Paid Time Off and Company Paid Holidays
• Funding of Professional Development
• Employee Assistance Program
• Service Award Program

And much more…

* Please be aware that all eligible associates must satisfy the specific waiting period before enrollment. The waiting period varies according to the state benefit plan guidelines.

Kumon’s policies and programs ensure that all hiring, compensation and other employment decisions are based on individual merit and not on any bias towards ethnicity, age, color, race, marital status, religion, disability or military status. We base our employment decisions upon the qualifications and abilities of each individual.

DEI Statement of Commitment:

Kumon is committed to creating an inclusive and welcoming workplace where diversity, equity, and inclusion (DEI) are valued and celebrated. We believe that all employees should be treated with respect and dignity, regardless of their race, ethnicity, gender, sexual orientation, age, religion, disability, or any other characteristic protected by law. Kumon strive's to create a workplace culture that fosters respect, fairness, and inclusivity for all. We encourage individuals from diverse backgrounds to apply for our job openings and welcome everyone to join our team.

AI Acknowledgment

Artificial intelligence may be used to assist during the hiring process, including screening or assessing applicants.