Senior Manager, Local Store Marketing (LSM) - (IHOP)
$140,000–$160,000 year
On-site · Pasadena, California, United States
Job Summary
Senior Manager, Local Store Marketing (LSM) is responsible for developing, governing, and scaling local marketing strategy across local markets. This role serves as the strategic bridge between national brand initiatives and localized execution—ensuring franchisees, co-ops, and regional teams have the tools, guidance, and clarity needed to activate effectively in their markets. The ideal candidate is both a strategic marketer and an operational leader who can align brand priorities, simplify complexity, lead through influence, and partner cross-functionally with agencies, internal teams, and franchise stakeholders to drive consistent, high-impact local execution. Responsibilities include shaping LSM strategy and governance, enabling franchisee and market activation of national campaigns, managing agency relationships and local activation, owning LSM tools and processes, tracking performance, and collaborating across Product Calendar, Creative, Media, Operations, and Field teams. Skills emphasized include strategic thinking with operational rigor, franchisee-first mindset, cross-functional collaboration, ability to influence without authority, and excellent communication and program-management capabilities. Success signals include strong alignment between national and local marketing, high franchisee adoption of LSM, scalable processes, and robust local execution.
Required Qualifications
- Bachelor’s degree required
- 8–12+ years of relevant experience in local/field marketing, brand marketing, or multi-unit retail/restaurant marketing
- Franchise experience strongly preferred
- Familiarity with local media and activation channels (paid social, search, OOH, CTV/radio, community partnerships, sponsorships)
- Proven ability to lead agency partners and cross-functional stakeholders to deliver high-quality work on time and to standard
- Exceptional communication and executive-ready presentation skills; confidence influencing stakeholders across levels
- Strong project/program management skills with the ability to manage multiple workstreams simultaneously
- Functional understanding of restaurant operations and P&L drivers
- Experience building scalable “productized” local marketing offerings (toolkits, packages, playbooks) that drive adoption
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