Franchise Marketing Manager

Ready to lead, disrupt and reinvent the sleep industry?

We are Emma – The Sleep Company. Founded in 2015, we’ve become the world’s largest D2C sleep brand, available in over 35 countries with more than 25 stores across Europe. Recommended by leading consumer associations in EMEA, APAC, and the Americas, we develop the best sleep comfort products that empower our customers to awaken their best every day.

At Emma, we are a community of smart, driven people, united by a strong culture of collaboration, teamwork, and knowledge sharing. We think big, take ownership, and are empowered to drive meaningful impact. Through hands-on experience, mentorship, and continuous learning, we drive our own growth and learning. With Emmies from over 60 nationalities and offices across multiple regions, our diverse perspectives enrich our workplace culture. Ready to shape the future of sleep with us? Let’s make it happen!

Emma is scaling rapidly into the physical world, and franchise stores are one of the biggest growth levers in the business.

This role exists to make franchise marketing work at scale — consistently, measurably, and profitably.

You own how franchise stores are launched, marketed, and optimized from a marketing perspective. You turn Emma’s offline marketing playbooks into mandatory, repeatable execution for franchise partners, while protecting brand standards, performance, and ROI.

This is not a relationship-only role. You are accountable for adoption, execution quality, and performance outcomes across the franchise network.

What you´ll do::
• Franchise store launches
• Own and enforce the franchise store launch marketing playbook across markets
• Define channel mix, budget phasing, early success signals, and week-2 / week-4 performance benchmarks
• Coordinate with regional marketing, media, and data teams to deliver launches on time and to standard
• Identify underperforming launches early and drive corrective action
• Always-on franchise marketing
• Operationalize always-on marketing across search, social, local media, and offline channels (OOH, leaflets, radio where relevant)
• Define what “good” looks like: footfall, bookings, conversion signals, and cost benchmarks
• Ensure franchise stores are fully integrated into national and regional campaigns, store locator, and booking journeys
• Performance, tracking, and governance
• Partner with central data teams to ensure correct tracking, attribution, and reporting at store level
• Monitor performance dashboards and use data to prioritise action — not just reporting
• Enforce marketing governance: playbook adoption, asset usage, campaign standards, and reporting discipline
• Push back when execution or requests break performance logic or brand standards
• Franchise partner enablement
• Act as the clear marketing interface for franchise partners and area managers
• Build scalable self-service toolkits (assets, templates, guidance) to reduce manual support
• Educate partners on what drives performance in Emma’s omnichannel model — and what doesn’t
• Balance local context with central consistency; performance always wins
• Feedback into central strategy
• Feed franchise learnings back into global offline playbooks: what scales, what fails, what needs adapting
• Identify gaps in tools, data, or processes and push for structural fixes
• Help shape how the franchise model evolves as Emma moves from expansion to optimization

Who we´re looking for::
• 4–7+ years in performance-driven marketing roles
• Experience across retail, local marketing, or multi-location / franchise models
• Proven ability to turn strategy into repeatable execution at scale
• Comfortable working with data, dashboards, and imperfect attribution
• Strong operator mindset with a bias toward execution and outcomes
• Performance-literate across paid media, local activation, and offline–online interaction
• Able to influence without authority — and enforce standards when needed
• Comfortable with scale, repetition, and continuous optimization

What we offer::
• Discounts on our top-notch products;
• Health insurance, including dentist;
• 24 days holidays/year +1 day/year at Emma (máx. 29 days);
• Pet-friendly environment, where you can bring your furry desk buddy;
• The opportunity to collaborate with multinational teams;
• Exciting events that aren't just team-building exercises but opportunities to create epic memories;
• All the tools you need to grow and ownership from the beginning.

Become an Emmie

Emma is transforming the world of sleep - and we want the highest-performing people to help us pull it off. We want you. But only if you're willing to go all in. Only if you're willing to question, disrupt, innovate, and create from the ground up. ​

We proudly celebrate diversity. We are an equal-opportunity employer committed to promoting inclusion in our workplace. We consider all qualified applicants for employment without regard to race, ethnic origin, religion or belief, gender, gender identity or expression, sexual orientation, national origin, disability, or age.

Our aim is to get back to you in a couple of days, however, we are currently receiving a large number of applications and this might lead to a delay in the process. We will get back to you as soon as possible!