Franchise Marketing Manager

September 14, 2023

Job Description

  • Anywhere

Summary Description: This position is a business partner responsible for managing the Whataburger brand position by aligning the Corporate and Franchisee field marketing and Marketing and Advertising Committee (MAC) efforts to consistently reflect the overall Whataburger marketing strategies.


  • Develops and consults in the execution of a wide variety of marketing and advertising plans targeted to franchisees’ region or local markets.
  • Partners with the appropriate franchisee parties to develop the necessary Local Store Marketing (LSM) plans, strategies, and tools.
  • Monitors and organizes DMA marketing plans on a quarterly basis in partnership with the Advertising leadership, sponsorship activity and execution, agency media strategy, and buying practices by agency of record.
  • Directs, monitors, and coordinates the execution of regional Franchisee marketing or DMA MAC meetings to ensure that all marketing tactics and content align with the Whataburger Brand strategy and Franchise agreement obligations.
  • Partners and aligns with Corporate Marketing to develop tools and programs that meet the needs of the Franchisee operations and are within brand guidelines.
  • Documents and communicates the marketing activities and provides measured results to the Field Marketing leadership.
  • Trains and develops Franchise marketing staff on the Whataburger LSM approach and provides available tools for success.
  • Oversees the execution of Franchisee’s planned activities such as new unit openings, programs, sponsorships, and events for approved LSM initiatives.
  • Develops quarterly measurement reports of the marketing activities that capture LSM activity objectives, program timing, program results, and sales and transactions impact. Reports on franchise engagement and participation during meetings, conferences, and other business functions.
  • Assumes additional responsibilities as assigned



  • Bachelor’s degree or equivalent work experience required


  • Prior experience managing franchisee relationships, advertising, local store marketing, and sponsorship management.
  • 7+ years of experience preferably in restaurant industry


  • Proficiency in MS Office Word, Excel, Outlook, Power Point and Visio (as applicable)
  • Proficiency in JD Edwards (as applicable)
  • Ability to communicate, influence and negotiate decisions while motivating assigned staff
  • Ability to work in a team environment
  • Demonstrated analytical skills
  • Demonstrated verbal and written communication skills
  • Advanced professional or theoretical knowledge and functional concepts, practices, and procedures of a particular field of specialization in the execution of assigned duties and responsibilities
  • Advanced understanding of departmental structure and policies with a basic understanding of the structure and policies of Whataburger Restaurants LLC
  • Advanced understanding of budgetary concepts and procedures
  • Advanced ability to delegates projects and get work done through others
  • Intermediate understanding of performance review process
  • Ability to prepare and present ideas and recommendations to colleagues, manager, and direct reports with sufficient notice and preparation.


  • Expected to work the necessary time to satisfactorily fulfill job responsibilities
  • Must be able to report to work timely and as required by operational/business needs
  • Must be able to work a full-time schedule and work outside of normal business hours when necessary
  • Must be able to travel occasionally both locally and long distances (including air travel), to worksites, meeting sites, and other locations
  • Must possess a valid driver’s license, submit to releasing a Motor Vehicle Record that adheres to the Whataburger standards and maintain current automobile liability at minimum levels in their state of residence