Director of Franchise Marketing

Position Overview

Casago is a vacation rental company where great people create exceptional experiences. Our culture is built on trust, support, and doing things the right way. The Marketing team is a growth engine focused on innovating rapidly to serve our Franchise Partners. As the Director of Marketing within the Franchise Operations team, you will lead the vision, strategy, and execution of comprehensive marketing initiatives to build brand awareness, drive customer engagement, and position Casago as the defining national brand in short-term rental management.

Key Responsibilities

• Develop marketing strategies to tell Casago’s story and demonstrate the value of vacationing with a national brand, including creating annual plans, tracking ROI, and establishing key KPIs.
• Craft marketing messaging that aligns with the Casago brand, utilizing deep customer insights to develop compelling claims, hooks, and offers for local franchisees.
• Research, propose, and implement marketing strategies that create alignment among customers, the central organization, and franchise teams to enable localized brand building.
• Forecast, track, and report campaign effectiveness and overall ROI while continually optimizing campaigns to maximize conversions.
• Conduct ongoing customer research and competitive analysis, synthesizing insights into commercial opportunities.
• Collect user feedback and analyze campaign performance data.
• Develop positioning, messaging frameworks, and value propositions.
• Own the development and management of customer journey maps and personas, evangelizing customer experiences internally.
• Partner with internal stakeholders to inform and align internal strategy.
• Develop go-to-market plans for new franchise launches in collaboration with sales, brand, and customer success teams.
• Create comprehensive project timelines and deliverable schedules; lead project kickoffs and regular status meetings.
• Lead and develop a team through effective coaching, mentoring, and performance management, including regular one-on-ones and evaluations.
• Oversee daily operations and workflow management to optimize productivity and meet departmental objectives.
• Foster a collaborative work environment that promotes open communication, innovation, and employee engagement.
• Assist in recruiting by interviewing, selecting, and onboarding new team members in compliance with company policies.
• Collaborate with cross-functional teams to align departmental goals with broader organizational strategy and communicate strategic decisions.
• Support continuous improvement initiatives by analyzing performance, identifying bottlenecks, and implementing process optimizations.
• Perform other duties as assigned in the dynamic hospitality environment.

Required Qualifications

• 7+ years of experience in marketing, management consulting, or user research with a strong quantitative background.
• Experience in franchise marketing, preferably within the hotel, hospitality, or vacation rental industry.
• College education is strongly preferred, though outstanding talent from various backgrounds is welcome.
• Proven success in overseeing product campaigns that drive results.
• Passion for understanding customer needs and delivering exceptional experiences.
• Excellent project management skills and a strong sense of ownership.
• Outstanding communication skills with strong attention to detail and a willingness to get hands-on for results.
• A sense of humor, empathy, and humility.
• Experience conducting both qualitative and quantitative research and developing research artifacts.
• Demonstrated ability to lead, mentor, and develop high-performing teams in a fast-paced environment.
• Technical proficiency with various digital systems, mobile apps, and software platforms.
• Ability to communicate clearly and confidently across multiple channels.

Benefits & Perks

• Compensation: $120000 - $145000 / year. Actual pay will vary based on skills, experience, education, and/or location.
• Health/dental/vision insurance based on hours worked.
• Employer Sponsored & Voluntary Supplemental Benefits based on hours worked.
• 401K retirement savings plan with immediate 100% company match on the first 4% contributed.
• Health & Dependent Care Flexible Spending Accounts based on hours worked.
• Paid Flex Time Off, Vacation & Sick Time.
• Employee Assistance Program (EAP).
• Employee Discounts.
• Visit our careers page to review our full benefits offerings.