Director of LSM and Digital Media

Job Title: Director of Local Store Marketing (LSM) & Digital Marketing

Location: Head Office

Employment Type: Full-Time

We’re looking for a strategic, hands-on Director of Local Store Marketing (LSM) & Digital Marketing to lead and elevate our local and digital marketing efforts across our growing franchise network. This is a senior leadership role for someone who knows how to turn brand strategy into measurable, on-the-ground results—at the store level and online.

This role sits at the intersection of strategy, execution, performance, and collaboration, with direct impact on traffic, sales, and franchisee success.

What You’ll Do

Leadership & Strategic Responsibility

• Report to and work in close collaboration with the Vice-President of Marketing.
• Own and lead all Local Store Marketing (LSM) and digital marketing initiatives across the network.
• Translate brand and business objectives into clear, actionable LSM and digital strategies.
• Act as the internal authority on local and performance-driven marketing.

Local Store Marketing (LSM)

• Define and lead the national LSM strategy, including frameworks, tools, and best practices for franchisees.
• Oversee the development, rollout, and optimization of LSM programs, including:
• Store openings
• Store relaunches
• Local activations and partnerships
• Community initiatives
• Support franchisees and internal teams in executing local initiatives while ensuring brand consistency.
• Measure LSM performance and provide data-backed recommendations for improvement.

Digital Marketing & Performance

• Oversee paid and performance marketing efforts across Meta, Google, and other relevant platforms.
• Ensure campaigns are properly structured, optimized, and aligned with business objectives.
• Collaborate with agencies, partners, and internal resources to maximize results.
• Define, track, and report on KPIs related to traffic, sales, ROAS, and local visibility.
• Champion a data-driven mindset across all digital initiatives.

App, Third-Party Platforms & Data Insights

• Oversee marketing performance across the brand’s mobile app and key third-party platforms.
• Analyze customer behavior, sales drivers, and campaign performance across all channels.
• Leverage data insights to inform local marketing strategies, digital campaigns, and promotional decisions.
• Work cross-functionally to ensure app, third-party, in-store, and paid media data are viewed holistically and translated into actionable improvements.

Cross-Functional Collaboration

• Work closely with Operations and other internal teams to ensure seamless execution of marketing initiatives.
• Support internal and franchisee communications related to local and digital marketing efforts.
• Act as a bridge between strategy and execution across departments.

Reporting & Continuous Improvement

• Prepare and present clear, actionable performance reports to senior leadership.
• Identify opportunities for optimization, innovation, and process improvement.
• Stay current on industry trends, tools, and best practices in local and digital marketing.

Who You Are

• Proven experience in local and/or digital marketing, ideally within a multi-unit, franchise, or QSR environment.
• Strong strategic thinker who is equally comfortable rolling up their sleeves to execute.
• Highly analytical, with a strong understanding of performance metrics and optimization.
• Confident communicator who can work effectively with executives, franchisees, agencies, and internal teams.
• Organized, proactive, and comfortable managing multiple priorities at once.
• Fluently bilingual in French and English.

Why You’ll Love Working With Us

• Play a key leadership role in a fast-growing, ambitious franchise brand.
• Direct impact on store performance, franchisee success, and network-wide growth.
• Collaborative, entrepreneurial, and high-accountability environment.
• Competitive salary with performance-based incentives.
• Comprehensive health, dental, and vision benefits.
• Real opportunities for growth, influence, and long-term career development.