Senior Paid Media Manager

Our client is a fast-growing, multi-location franchise organization operating within the beauty and wellness space. As our footprint continues to expand across North America, generating high-quality leads and driving sustained occupancy across locations has become increasingly critical.

The Senior Manager, Lead Generation owns the strategy, execution, and optimization of the full lead generation ecosystem. This role is responsible for improving lead quality, increasing lead-to-tour conversion performance, and ensuring acquisition efforts directly support occupancy goals across 170+ locations.

This is a senior-level role requiring strong ownership, analytical rigor, and cross-functional collaboration across marketing, operations, and franchise support teams.

Key Responsibilities

• Own the strategy, execution, and performance of multi-channel lead generation initiatives, including paid media, organic, referral, partnerships, local outreach, and emerging channels.
• Evaluate, manage, and hold agency partners accountable for performance, reporting accuracy, and optimization against defined KPIs.
• Lead testing and development of new acquisition channels, platforms, and tools to diversify lead sources and stabilize lead flow for priority markets.
• Partner closely with Marketing, Operations, and Franchise Support teams to align channel strategies with market-level occupancy needs.
• Develop scalable, evergreen lead generation playbooks and best practices for system-wide adoption.
• Own lead quality standards across all channels, ensuring leads meet defined qualification benchmarks and contribute meaningfully to lead-to-tour and tour-to-lease conversion goals.
• Prioritize channel investment and optimization based on occupancy challenges, market performance, and conversion trends.

Analytics, Reporting & Insights

• Own lead generation analytics across channels, developing deep insight into performance trends across paid media, SEO, website traffic, email, local prospecting, and CRM funnel data.
• Review and validate reporting from agency partners to ensure accuracy, consistency, and completeness across platforms.
• Analyze cross-channel performance data from Google Ads, Meta, Salesforce, GA4, email platforms, and call tracking systems to identify opportunities and diagnose issues.
• Synthesize insights into executive-ready summaries and actionable recommendations for leadership and cross-functional stakeholders.
• Partner closely with the Conversion Marketing team to ensure lead lifecycle data (source, volume, lead-to-tour conversion rates) is clean, accurate, and actionable within Salesforce.
• Serve as the primary point of accountability for paid media and lead generation agencies, managing budgets, briefs, optimization cycles, and performance reviews.
• Ensure agencies provide strategic value beyond execution, proactively proposing improvements and delivering both lead volume and lead quality aligned with occupancy goals.
• Partner with senior marketing leadership on forecasting, allocation, and performance accountability for lead generation budgets.
• Support long-term scaling and capability-building within the lead generation function.

Cross-Functional Support & Systems Integration

• Work closely with Conversion Marketing and Operations teams to ensure seamless integration between acquisition channels and backend systems (Salesforce, call tracking, email automation).
• Support email marketing optimization to strengthen lead nurturing and improve lead-to-tour conversion rates.
• Provide backup support for CRM workflows, call tracking configurations, and email programs as needed.
• Stay current on platform updates, AI-driven optimization opportunities, and industry best practices to continuously improve acquisition performance.

Requirements

• Bachelor’s degree in Marketing, Communications, Business, or a related field.
• 5–7 years of experience in digital marketing or lead generation, ideally within a multi-location, franchise, or performance-driven environment.
• Proven experience managing external agencies, vendors, or leading a lead generation team.
• Demonstrated success overseeing a diverse mix of acquisition channels, including paid media, SEO, organic content,…