Field Marketing Manager

Field Marketing Manager

Job Description

Reports To: Chief Marketing Officer (CMO)

FLSA Status: Exempt

Employment Type: Full-Time

Work Location: Hybrid

Travel Requirement: Up to 50% — primarily Texas; occasional out-of-state

Direct Reports: None

POSITION SUMMARY

The Field Marketing Manager is responsible for developing and executing regional marketing strategies that drive same-store sales, increase brand visibility, and increase guest traffic across Cowboy Chicken franchise and corporate locations.

Reporting directly to the Chief Marketing Officer, this role serves as the critical link between corporate marketing strategy and restaurant-level execution. The Field Marketing Manager partners closely with franchisees, operators, and regional stakeholders to translate national campaigns into locally relevant programs that deliver measurable results.

This role leads Local Store Marketing (LSM), community engagement, grand openings, and regional brand-building initiatives. The ideal candidate combines strong strategic thinking with hands-on execution and thrives in a fast-paced, relationship-driven franchise environment.

You will support 19 restaurants across 6 markets, partnering closely with franchisees and operations leaders to execute localized marketing strategies.

Success in this role will be measured by the ability to drive measurable improvements in same-store sales, guest traffic, and local brand awareness across assigned markets.

KEY RESPONSIBILITIES

Strategic Planning & Regional Marketing

• Develop and implement data-driven regional marketing plans aligned with sales goals to drive guest traffic and revenue growth
• Translate national brand campaigns into locally relevant marketing programs tailored to each market’s competitive landscape and guest demographics
• Lead Local Store Marketing (LSM) initiatives for assigned markets, identifying opportunities to increase trial, frequency, and community engagement
• Analyze store-level performance metrics including guest traffic, promotion redemption, loyalty engagement, and channel mix to identify growth opportunities
• Coordinate test market initiatives, monitor results, and provide actionable insights and recommendations to the CMO
• Monitor competitive activity and marketplace trends to inform marketing strategy and identify growth opportunities
• Partner with the digital marketing team to optimize local search presence, Google Business listings, and localized paid media campaigns
• Identify opportunities for geo-targeted digital campaigns to support store-level traffic initiatives
• Partner with regional operations leaders to align marketing initiatives with operational priorities and store performance goals

Event & Campaign Management

• Lead the planning and execution of local marketing activations including grand openings, store anniversaries, competitive intrusion, sponsorships, festivals, and community events
• Develop and execute marketing plans for new restaurant openings, including pre-opening awareness campaigns and opening-week traffic-driving initiatives
• Create scalable event playbooks that can be replicated across the system while allowing for local customization
• Coordinate logistics with franchisees, vendors, agencies, and operations teams to ensure successful execution of all events and activations
• Evaluate event performance and provide post-event reporting with key insights and recommendations

Franchisee & Operator Partnership

• Serve as the primary marketing partner and advisor for assigned franchisees and operators
• Conduct regular in-market visits and structured check-ins to review marketing performance and identify opportunities for growth
• Educate franchisees on brand standards, marketing tools, and Local Store Marketing best practices
• Collaborate with franchisees to develop local marketing action plans that support their sales objectives
• Provide guidance on off-brand marketing requests and recommend alternatives that maintain brand integrity

Local Brand Awareness & Community Engagement

• Build relationships with Chambers of Commerce, community organizations, and local business groups in each market
• Represent Cowboy Chicken at ribbon cuttings, local business events, and civic initiatives
• Identify and activate local sponsorships, fundraising partnerships, and community events that align with brand values
• Identify opportunities for local media exposure, influencer partnerships, and community storytelling to increase brand visibility
• Oversee physical signage assets at the market level including directional signage, promotional signage, and event materials
• Manage highway DOT sign programs including permitting, messaging strategy, and vendor relationships

Budget & ROI Ownership

• Manage and track local marketing budgets for assigned markets
• Evaluate marketing initiatives based on performance metrics including guest traffic, promotional performance, and return on investment
• Develop business cases and cost-benefit analyses for local marketing initiatives and franchisee participation programs
• Provide regular reporting to the CMO with insights, performance trends, and recommendations for future initiatives

Content, Messaging & Brand Standards

• Collaborate with the corporate marketing team to localize marketing campaigns and ensure messaging resonates within regional markets
• Ensure all local marketing materials meet brand standards for voice, design, and compliance
• Coordinate with agencies and vendors on the production and fulfillment of local marketing assets
• Capture local content opportunities during market visits and events to support social media storytelling and brand visibility

Supporting Marketing Systems

• Assist with POS-related marketing requests including promotional setup coordination, testing and troubleshooting with the IT team
• Provide first-line support for Loyalty program questions from individual locations, escalating complex issues when needed
• Maintain accurate documentation of market visits, Local Store Marketing initiatives, and campaign results.
• This role focuses on in-market brand growth and Local Store Marketing initiatives while partnering with the Off-Premises team that manages catering and third-party delivery strategy.
• Support ad hoc marketing initiatives and strategic projects as directed by the CMO

QUALIFICATIONS

Education

Bachelor’s degree in marketing, Business, Communications, or a related field required

Experience

• 3–5+ years of field marketing, regional marketing, or Local Store Marketing experience in a restaurant, retail, or franchise environment
• Demonstrated success building and executing marketing programs that drive measurable traffic and sales results
• Experience working directly with franchisees or multi-unit operators strongly preferred
• Experience with grand openings, community marketing, and event-based activations preferred
• Familiarity with restaurant marketing platforms such as Paytronix, OLO, Bikky, or similar systems is a plus

Skills & Competencies

• Strategic thinker with the ability to execute tactically
• Strong relationship-building skills with franchisees, operators, and community partners
• Excellent project management and organizational skills
• Ability to manage multiple markets and marketing initiatives simultaneously
• Highly self-directed and comfortable working in a remote field-based environment
• Financial acumen with the ability to build budgets and evaluate marketing ROI
• Strong analytical mindset with experience interpreting traffic, sales, and marketing performance data
• Experience working with customer data platforms (CDPs), loyalty platforms, or marketing automation tools
• Ability to translate marketing insights into operational action plans with restaurant teams
• Strong written and verbal communication skills with attention to brand voice and messaging
• Proficiency in Microsoft Office (Word, Excel, PowerPoint); familiarity with CRM or project management tools is a plus
• Valid driver’s license and reliable transportation required
• Ability to attend evening and weekend events as needed for openings and community activations
• Passion for hospitality, community engagement, and the Cowboy Chicken brand

What Success Looks Like in This Role

• Increased same-store sales and guest traffic in assigned markets
• Successful grand openings with strong first 90-day sales performance
• Consistent execution of local marketing playbooks across franchise markets
• Strong relationships with franchisees and operations leaders
• Measurable ROI from local marketing programs

This job description describes the general nature and level of work expected of this position. It is not intended to be an exhaustive list of responsibilities, duties, or qualifications. Cowboy Chicken reserves the right to modify responsibilities as business needs evolve.

Compensation Range

$65,000-$80,000, based upon experience

We might be the oldest Cowboy Chicken in these parts, and sure, we might look like we are from the 80’s, but hey, a lot of good things came from the 80’s! As the oldest operating Cowboy Chicken, we pride ourselves on serving fresh all-natural wood fire chicken in a friendly atmosphere. From the moment you drive up, you can see chickens roasting on an open fire, enticing you to come inside. While you are here, try some of our enchiladas or homemade peach cobbler, you will be glad you did! So, come on by and check out the Rottissaflame, you will be glad you did!

Pay: $65000.00 - $80000.00 / year

Benefits:

• Paid time off
• Health insurance
• Dental insurance
• Vision insurance
• 401(k)

Job Type: fulltime

Education: Bachelor's degree

Work location: On-site