Position: Vice President, Marketing Reports to: CEO Location: remote Salary: $135,000-$150,000/year depending on experience and qualifications Vice President, Marketing This position is responsible for growing the brand and leading the Central Bark Marketing organization to new levels of excellence. This role manages the development of the marketing objectives, strategies, and initiatives that drive quality execution and support for the Central Bark franchise system. Performance will be measured via key franchisee customer funnel metrics including digital leads, conversions, store traffic, store sales, customer satisfaction and lifetime customer value. The position currently has two current direct reports, and manages outside agencies and resources with the expectation to grow the team further as the business increases. About Barkley Ventures Franchising, LLC and Central Bark Barkley Ventures Franchising, LLC (BVF) is the franchisor of Central Bark, the “original” doggy day care franchise system. With a bedrock focus on dog safety, we have been an industry leader in the growing Pet Services segment of the $130+ BB Pet industry since the late 1990s- nobody does it quite like us. We offer high touch services in dog day care, overnight boarding, grooming, and training through 40 franchised locations in 13 states, with plans to grow to 200 locations in the future. Central Bark goes beyond traditional doggy day care with our unique Whole Dog Care philosophy. This personalized approach helps enrich our dogs’ physical, social, and emotional well-being throughout their entire life so our dogs and pet parents can enjoy a healthy, happy, and loving life together. Our promise is to “Forever nurture, enrich, and inspire lives.” We’re fully committed to providing an environment where all people and dogs feel safe, valued, respected, accepted, and loved. As dog parents ourselves, we treat every dog as our own and we are committed to providing a healthy and safe environment for everyone that enters our facility. Read more about our commitment to safety and dog day care guidelines on our website. Strategic Responsibilities Brand and Market Leadership • Continuously monitor, validate and articulate the Central Bark brand, its health, positioning, and architecture • Develop and execute holistic marketing strategies that cements Central Bark as an industry leader • Conduct comprehensive market research utilizing advanced methodologies including: 4P (Product, Price, Place, Promotion) and / or 3C (Company, Customers, Competitors) framework Detailed SWOT (Strengths, Weaknesses, Opportunities, Threats) assessments • Create innovative marketing programs that differentiate Central Bark in a competitive marketplace Consumer Insights, Analysis and Targeting • Generate deep, nuanced consumer profiles through: Demographic segmentation Psychographic analysis Behavioral pattern mapping • Develop precision-targeted messaging strategies that enhance customer acquisition and retention • Track and optimize key performance indicators (KPIs) including: Overall Brand health among key demographics Digital lead generation SEO page ranking for home page and location landing pages Website Conversion rates Store and Segment Sales Customer satisfaction metrics Lifetime customer value Digital Marketing and Technology • Spearhead comprehensive digital marketing initiatives, including: Advanced SEO strategies Strategic search engine marketing (SEM) Content marketing and social media direction and development Integrated digital communication platforms • Optimize website performance to: Drive local consumer engagement Attract potential customers to increase local leads and conversions Communicate brand narrative effectively • Implement cutting-edge digital analytics tools to measure and enhance marketing performance Franchise Ecosystem Support • Develop national, regional, and localized marketing programs that can be easily executed • Create supportive internal resources and outside marketing resources for new and existing franchisees • Establish standardized marketing protocols while allowing flexible local implementation • Continuously gather and integrate franchisee feedback and ideas into marketing strategies and initiatives Qualifications and Experience Professional Requirements • 10+ years of progressive marketing management experience and results • Minimum 5 years in high impact team leadership roles • Proven success in franchise marketing systems with 100+ franchisees, including Existing single and multi unit franchisees New franchisees who are just starting • Bachelor's degree in Marketing, Business Administration, or related field • Advanced digital marketing certifications required Core Competencies • Strategic thinking and innovative problem-solving • Exceptional team leadership and talent development • Advanced data analysis and insights generation • Budget optimization and resource allocation • Cross-functional collaboration across internal departments and the franchise community • Sophisticated listening and communication skills Technical Skills • Proficiency in marketing analytics platforms • Experience with CRM and marketing automation tools • Results in website development, optimization and performance • Advanced understanding of digital marketing ecosystems • Experience in selecting and managing outside partners and agencies to meet business and franchisee goals Personal Attributes • Customer-centric mindset • Visionary leadership approach • Ability to successfully navigate through competing expectations while accomplishing results • Diplomatic, ethical and transparent communication style • Adaptable to rapidly changing market dynamics • Ability and willingness to collaborate effectively and be a team player • Commitment to continuous learning and professional growth Performance Expectations • Support franchisee success through targeted, effective and efficient marketing support • Create and execute a calendar of innovative marketing programs for franchisee implementation • Develop and manage the annual marketing budget with ROI-driven approach • Grow key KPIs such as brand recognition, system sales, and market share • Manage outside resources and agencies to deliver results efficiently and effectively • Travel up to 25% monthly to support franchise network