Digital Marketing Manager (Remote)

Job Description

Job Description

Digital Marketing Manager

WHO WE ARE:

When was the last time you not only loved the work you did but saw how it positively impacted the lives of others? HomeWell Franchising Inc. is the franchisor for HomeWell Care Services®, which provides personal care, companionship, and homemaker services for seniors and other homebound individuals so they can remain safely in the comfort of wherever they call home.

As one of the fastest growing franchises in our industry, HomeWell, is on a trajectory to make a meaningful impact on the home care industry. We are an organization of highly dedicated, passionate, and nimble professionals who enjoy what we do and who we do it with. We take great pride in the culture of our organization as well as the trusted care and true compassion our agencies deliver to our clients. Together, we are committed to helping people live life more fully and independently. Our corporate team's mission and vision is to provide unmatched tools and resources that support the success of our franchise owners and our growing national footprint.

THE POSITION:

The Digital Marketing Manager operates with a degree of autonomy within the structure of HomeWell’s marketing department, reporting to the SVP of Marketing. This role supports the development and management of our brand’s online digital footprint, relationships with our digital marketing partners, as well as the strategy and performance behind online campaign activities and analytics. The ideal candidate thrives on new challenges and has a strong background in digital marketing, experience in managing agency relationships, and a solid foundation in franchising and how to support franchisee success.

This position requires an understanding of multiple marketing and digital tactics and collaborating with multiple teams. The candidate must be marketing trend savvy and a strategic thinker—always seeking to improve efficiency and effectiveness of the digital marketing processes as our brand grows and evolves. They must also be versatile, as the day-to-day responsibilities will vary with evolving departmental and company-wide objectives.

The Digital Marketing Manager will be our hands-on expert in all things digital marketing. They will help define vision, strategy, and execute digital initiatives alongside, and in concert with organic teams. The Digital Marketing Manager will analyze current leads, sales, processes and partnerships to help take HomeWell and our franchise agencies to the next level in both national and local-level performance.

ESSENTIAL FUNCTIONS:

• Serve as a primary liaison between HomeWell Franchising and our digital marketing agencies, ensuring that agency partners understand brand standards and best practices to support our franchisees. This may include, but not limited to, monthly and quarterly meetings covering performance goals with YOY and QOQ comparisons.
• Oversee agency performance and ensure digital marketing campaigns, strategies, and activities align with the brand objectives and franchisee requirements. This includes optimizing and reviewing the agency's ad copy, images, and keywords.
• Foster strong, long-term relationships with agency partners and franchisees to ensure a mutually beneficial partnership
• Analyze campaign performance to ensure campaigns are optimized and error-free
• Collaborate with internal departments to resolve questions, mediate concerns, and support the overall performance of the brand and our agencies
• Collaborate with both HomeWell agencies and digital marketing agencies in implementing tracking codes but not limited to, GA4, Google Ads, Hotjar, etc in Google Tag Manager
• Educate franchisees about digital marketing initiatives, strategies, best practices, and campaigns
• Stay updated on digital marketing trends and innovations, ensuring our brand offers the latest tools and strategies available in the industry, including AI and LLMs
• Plan, execute, and monitor digital marketing initiatives and campaigns to achieve specific goals
• Work closely with our web manager to ensure proper SEO and SEM optimization of our website
• Collaborate with our content and design teams to support social media initiatives and the development of digital campaign assets
• Establish and oversee the digital accounts for our franchise system to ensure brand consistency including, but not limited to, Facebook, Google Business Profiles, LinkedIn, Instagram, etc.
• Research, track, and analyze consumer behaviors and trends and implement research into both national and localized digital marketing campaigns
• Prepare reports and analytics on the overall performance of various marketing campaigns, including ROIs and KPIs
• Collaborate with the marketing team to brainstorm new and innovative growth strategies and marketing techniques
• Assist with team projects as needed

QUALIFICATIONS:

• Bachelor's degree in digital marketing, marketing, or a related field
• A minimum of 10 years business experience with at least 5 years focused on digital marketing
• Experience in franchise marketing is strongly preferred but not required
• 5+ years’ experience in SEM/SEO, AdWords and campaign management; Google AdWords Certified and familiarity with GA4 preferred
• Strong understanding of and desire to keep up with search engine marketing industry, paid social, display and retargeting and best practices across these channels
• Well-versed in the opportunities that are available in franchise marketing utilizing LLMs and AI technologies
• Proven success building and scaling marketing programs across multiple markets or business units
• Experience with SEMRush, Yoast, and SOCi are a plus
• Solid understanding in review and reputation management
• Experience managing digital marketing agencies and similar business partners
• Strong foundation in Google Analytics, Tag Manager and Search Console
• Familiarity with managing social media platforms and content formatting (Facebook, Instagram, LinkedIn, X)
• Detail oriented, especially when it comes to managing our brand presence
• Experience with Constant Contact, or similar e-marketing platform, with templates, campaigns, lists and automations
• Basic understanding of web development and working with WordPress or similar CMS
• Strong attention to detail with excellent organizational and time-management skills
• Ability to multi-task, work independently, meet deadlines, and adapt to shifting priorities
• Previous experience working remotely while being part of a collaborative team is desired but not required
• Excellent communication skills including the ability to communicate with diplomacy and tact, even if met with constructive criticism
• Proficiency in Microsoft Office
• Adobe Creative Suite skills are a plus

PHYSICAL AND ENVIRONMENTAL DEMANDS: This remote position is primarily sedentary.

ORGANIZATIONAL RELATIONSHIP: Reports directly to the SVP, Marketing

CLASSIFICATION: Exempt

POSITION TYPE & EXPECTED HOURS OF WORK: Full-Time; 40-hours a week

TRAVEL: minimal, up to 10%

DISCLAIMER: This job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee. Duties, responsibilities, and activities may change or be assigned at any time, with or without notice.