Franchise Marketing Manager

About the RoleWe are looking for a Senior SEO Manager to lead a holistic SEO strategy across both national (brand-level) and local search for a rapidly growing network of clinics.This role owns performance across the full organic ecosystem driving brand visibility, non-local keyword growth, and content strategy, while also ensuring strong, consistent local rankings, traffic, and lead generation across hundreds of clinic locations.You will be responsible for building an integrated approach where national SEO strengthens overall authority and demand, and local SEO converts that demand into high-performing clinic-level traffic and leads.Success in this role requires the ability to operate across both levels simultaneously, with clear accountability for local performance as a core driver of business results.Key ResponsibilitiesSEO Strategy Ownership (National + Local)Own and execute a unified SEO strategy across national and local searchDefine how site-wide SEO (content, technical, authority) supports local visibility and conversionsIdentify growth opportunities across both national keyword rankings and location-level performanceNational / Brand SEOLead national SEO initiatives, including:Keyword strategy and content planningOptimization of core site pages (service pages, hubs, blog)Internal linking and site architecture improvementsAuthority-building (link acquisition, digital PR)Drive growth in:Non-branded and branded organic trafficNational keyword rankingsSite-wide engagement and conversionsLocal SEO & Multi-Location PerformanceOwn local SEO performance across 400+ clinic locations (growing to 1000+)Ensure locations are competitive in their markets for:Local pack / Maps rankingsGeo-modified and “near me” searchesLocation page traffic and conversion performanceContinuously monitor and improve organic leads at the clinic levelIdentify underperforming locations and implement targeted optimization plansDevelop scalable frameworks to maintain strong performance across all locationsEnsure clinic locations are visible not only in traditional local results, but also in AI-generated local recommendations and summariesLocal Listings & GBP ManagementOversee Google Business Profiles and listings across all locationsManage listings via Yext or similar platformsEnsure accuracy, consistency, and ongoing optimization of:NAP dataCategories and servicesAttributes and updatesDrive improvements in engagement signals (calls, clicks, directions) and reviewsPerformance Analysis & OptimizationMonitor SEO performance across both national and local levelsDiagnose issues across pages, keywords, and locationsDevelop strategies to improve:Local visibility and rankingsNational keyword performanceOrganic traffic and conversion ratesTranslate insights into scalable actions across teamsCross-Functional CollaborationWork closely with:Content and growth marketing teamsFranchise marketing managersWeb / product teamsExternal SEO agenciesEnsure alignment between national initiatives and local executionAI Search & Emerging Search OptimizationOwn strategy for visibility in AI-powered search results and answer enginesOptimize content and location pages to increase likelihood of being cited and surfaced in AI-generated responsesIdentify high-intent queries (e.g., “best [service] near me,” “top clinics for [condition]”) and ensure strong representation in AI search resultsPartner with content and SEO teams to structure information for:Entity recognitionTopical authorityTrust and citation signals (E-E-A-T)Monitor presence and performance across AI search platforms and adapt strategies as these evolveTest and iterate on approaches to improve inclusion in AI-generated answers and recommendationsTesting & ExperimentationDesign and run experiments across both national and local SEO initiativesTest and scale improvements in:Content and on-page SEOLocation page performanceInternal linking and site structureReview and reputation strategiesTest AI-driven approaches to improve rankings, content performance, and conversion ratesEvaluate and implement new AI tools that improve SEO efficiency and scalabilityReporting & AccountabilityOwn reporting across national and local SEO performanceTrack and communicate metrics including:National rankings and organic trafficLocal rankings and Maps visibilityTraffic and conversions at the location levelOrganic leads by clinicProvide clear recommendations tied to business impactQualifications Required4–7 years of SEO experience across both national and local SEOExperience managing SEO in multi-location / franchise network Proven ability to drive both site-wide organic growth and location-level performanceStrong knowledge of:Technical SEO and on-page optimizationContent and keyword strategyGoogle Business Profile and local ranking factorsExperience with tools such as:Google Search ConsoleGoogle AnalyticsAhrefs / SEMrushYext or similar local listings platformsStrong analytical and problem-solving skillsFamiliarity with how AI-driven search experiences (e.g., Google AI Overviews, ChatGPT, Perplexity) source, rank, and present informationExperience optimizing content for entity-based search, structured data, and authoritative citation signalsSalary Range: $75,000 - $90,000 BOE, Full benefits