Franchise Recruitment Strategy Specialist

Kumon North America, Inc.; Rutherford, Northern (NJ, KY); Hybrid; USD 110,000 - 140,000; Full time

Job summary

Kumon North America, Inc. is seeking a Franchise Recruitment Strategy Specialist to lead strategy and execution of prospective franchisee lead generation across Kumon’s franchise development and training process.

The role collaborates with Branding, Center Network Development, Field Operations, and external agencies to establish lead-quality standards, analyze performance, and implement improvements across digital and non-digital channels.

Qualifications

• 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.

Skills

Lead generation

Growth marketing

Digital marketing

Franchise recruitment marketing

Analytical skills

Audience segmentation

Project management

Presentation skills

CRM

Marketing automation

Salesforce familiarity

Cross-functional collaboration

Campaign reporting

Data interpretation

Education

Bachelor’s degree in Marketing, Business, Communications, or a related field

Tools

CRM platforms

Marketing automation platforms

Microsoft Word

Excel

PowerPoint

Salesforce

Job description

The Franchise Recruitment 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.

Working closely with the Branding Department, Center Network Development, Field Operations, and external agency partners, the Franchise Recruitment 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.

This is a hybrid position that may be based from a Kumon office in the Rutherford, NJ area.

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