VP Marketing - Franchise Experience Required - We Are Rosie - Remote

Wed, 25 Feb 2026 21:00:49 -0600

Company Description

Our client is a $2B PE-backed home services platform with 15 brands undergoing a comprehensive marketing transformation. The organization is at a meaningful inflection point: existing marketing structures, systems, and incentives are not delivering the outcomes required, and leadership has committed to an organizational reset across strategy, teams, partners, and systems.

We are activating three simultaneous assessment pods across 5 brands in the portfolio each led by a VP-level brand lead reporting to a fractional CMO who is orchestrating the overall transformation.

Job Description

We're seeking a senior marketing operator who can step into a complex, fast-moving turnaround and immediately drive performance across our trades retail portfolio (4 brands, ~$120-130M combined revenue, 9 company-owned locations). This is a player-coach role requiring someone who can both think strategically and roll up their sleeves to fix tactical blocking and tackling.

You'll work directly with our Fractional CMO to assess, stabilize, and rebuild our marketing operations ahead of peak season (March-April), while developing playbooks that will scale across our franchise system.

This is not a brand-building role. This is a performance marketing + RevOps + systems optimization role for someone who thrives in "fix-it-fast" environments.

Compensation & Logistics

Remote-first with occasional Atlanta travel and in-office collaboration

Start in March

Estimated 20-25 hrs/week with possible ramp up to 30-35 hrs after 2-3 months

Expected engagement: 6-8 months with strong potential to extend

Rate: $90-120/hr

Your Role

You will own the end-to-end marketing assessment and stabilization plan for your assigned brand(s). This is a high-intensity diagnostic and turnaround engagement — not steady-state marketing management. You’ll work under a fractional CMO leading the overall transformation, alongside other brand leads assessing the portfolio in parallel, with specialized triage SMEs supporting your work.

What You'll Do

Phase 1: Rapid Discovery

Lead comprehensive marketing assessment across your assigned brand(s)

Conduct stakeholder interviews (internal teams, leadership, vendors/agencies)

Evaluate vendor ecosystem and performance against benchmarks

Audit demand generation channels, attribution systems, and conversion paths

Assess CRM workflows, data infrastructure, and reporting capabilities

Map customer journey friction points impacting lead quality and conversion

Identify and document immediate quick wins for triage activation during assessment

Phase 2: Stabilization

Build prioritized action roadmap (start / stop / fix / sequence framework)

Develop vendor rationalization recommendations (retain / recalibrate / exit)

Create KPI framework and reporting dashboard requirements

Design revenue operations handoff improvements (marketing → sales → ops)

Present executive readout with diagnostic findings and prioritized interventions

Phase 3: Team & System Buildout

Design recommended org structure (internal + external) with short- and long-term solutions

Systematize processes and tech stacks for repeatable execution

Support hiring and onboarding of permanent resources as needed

Transition from intervention mode to sustainable operating rhythm

Throughout the Engagement

Coordinate with triage SMEs (SEO, paid media, CRM, data, telephony) on deep-dive assessments

Participate in weekly cross-pod syncs to share learnings across brands

Use standardized assessment toolkit to ensure consistent outputs across pods

Activate quick wins and triage fixes as issues surface during discovery

Qualifications

What You Bring

Required:

1. Assessment Mindset - This is Priority #1

You know how to walk into complexity and figure out what’s actually broken vs. what’s just messy. You’ve conducted marketing assessments, agency audits, or turnaround diagnostics before. You can distinguish between symptoms and root causes, and you build defensible points of view that enable executive decision-making.

2. Full-Funnel Conversion Marketing Expertise

Deep expertise in demand generation across channels (paid search, SEO/GEO, local presence, content, attribution). You understand how lead gen works as a system, not just individual tactics. Experience with urgency-based or emergency services marketing is a plus.

3. Revenue Operations Understanding

You understand how marketing connects to sales and operations. You've evaluated CRM architecture, lead routing workflows, speed-to-lead, and system integrations. You think about the full revenue engine, not marketing in isolation.

4. Data Management & Reporting

Data-driven but not paralyzed by imperfect data. You can audit existing dashboards, identify measurement gaps, define KPIs that drive behavior, and design reporting systems that create accountability.

5. Strong Communicator & Synthesizer

You can conduct tough stakeholder conversations, synthesize complex findings into clear recommendations, and present to executives with confidence. You make complexity simple.

5. Home Services/Franchise Experience - Nice to have

Understanding of franchise operations, trades/field services, local market dynamics, or urgency-based purchasing. Don't let lack of this experience stop you from applying.

Ideal Background

12–15+ years in marketing, including 5+ years in senior leadership roles (Director, Senior Director, VP)

Experience conducting marketing assessments, audits, or turnarounds

Performance marketing and demand generation expertise across paid, organic, and conversion optimization

Vendor and agency management experience — evaluating, rationalizing, and holding partners accountable

Multi-location, multi-brand portfolio or franchise experience is required

Home services, or PE-backed company experience a plus but not required

Comfortable operating in ambiguity with incomplete data and evolving priorities

What You Don’t Need to Be

You are not expected to be an expert in every channel or system. Triage SMEs will handle deep-dive execution in areas like SEO, paid media, CRM, data analytics, and telephony. Your job is to orchestrate the assessment, ask the right questions, synthesize the findings, and build the roadmap.

Additional Information

Why This Role Matters

This isn't about building a brand from scratch or running a steady-state marketing org. This is about fixing what's broken, fast, building a foundation for scale, and proving that the right systems and talent can turn around a struggling retail business.

If you're energized by assessment work, turnaround situations, and building order out of chaos - let's talk.

We Are Rosie is an equal opportunity employer. We do not discriminate on the basis of race, color, religion, age, national origin, ancestry, physical or mental disability, medical​​​ condition, pregnancy, genetic information, gender, sexual orientation, gender identity or ​expression, veteran status, marital status, or any other status protected under federal, state, or local law.