Shop Marketing Manager

Salary Range: $55,000.00 To $68,000.00 Annually

JOIN THE PLAYA BOWLS TEAM

JOB DESCRIPTION

Department

Marketing

Reports To

Director of Field Marketing

Location

Atlanta, GA or New Jersey preferred; remote candidates may be considered.

Work Arrangement

Remote / Field-Based

Employment Status

Exempt

Travel

Up to 50%

The New Shop Opening Marketing Manager serves as the primary marketing point of contact for franchise owners throughout the New Shop Opening (NSO) process, from the moment a lease is signed through Grand Opening and the first 60-90 days of a new shop's life. This role owns local marketing readiness for each new shop, including the Salt + Scale pre- and post-opening campaign program, influencer outreach and VIP event coordination, local PR, on-site travel team logistics, and hands-on training that gets new franchise owners confident running their own local marketing and loyalty platforms.

The role works closely with Construction, Operations, and Training teams to keep opening timelines, travel schedules, and marketing execution aligned across every shop in the pipeline.

• Serves as the primary point of contact for franchise owners throughout the New Shop Opening process, attending NSO checklist calls and internal cross-functional team check-ins.
• Coordinates and onboards marketing training for new owners across core franchise-focused marketing platforms, and reviews local store marketing (LSM) training delivered by the NSO team, adding results to owner trackers.
• Coordinates ordering and shipping of marketing materials for new shops, including LTO signage and custom shirt orders, and introduces new owners to their Construction Manager.
• Conducts trade area analysis for each new shop, identifying local businesses within a 3–5 mile radius for potential partnership and influencer opportunities.
• Coordinates shop transfers and vendor move-date changes as needed.
• Coordinates and hosts discovery calls with new owners to launch the Salt + Scale marketing program, and manages digital media campaign setup for both pre- and post-opening phases, including custom content creation for each.
• Manages loyalty sign-up lists and sweepstakes across all three Salt + Scale initiatives — creating sign-up forms, tracking sign-ups, and importing contact groups to assign vouchers and journeys (a single pre-opening import, then weekly imports for 60 days post-opening).
• Hosts and coordinates kickoff calls, monthly check-ins, and recap read-outs with owners (looping in the Regional Marketing Manager as needed), including bi-weekly scorecard and KPI tracking per shop in the program.
• Manages third-party delivery (TPD) results post-opening and provides recommendations; coordinates post-opening offers and voucher setup with the Training team.

• Coordinates travel logistics for the on-site travel team supporting new shop openings — booking flights and hotels, tracking team hours, and managing expense reports and receipts.
• Confirms Grand Opening vendor bookings (DJ, balloons, and other event vendors) and manages the 5‑day pre-opening Instagram giveaway campaign.
• Leads influencer outreach for each opening, contacting local influencers, confirming attendance, and sharing the confirmed list with the owner and travel team.
• Creates Grand Opening social content (Post, Story, and VIP event invite) and serves as the main point of contact for the travel team throughout opening week, managing real‑time logistics including flight delays or cancellations.
• Oversees VIP event and Grand Opening day logistics, ensuring owners have marketing materials, social presence, and collateral in hand, and that all invited influencers and booked vendors show up as planned.