The role
You are the marketing engine behind our franchise network. As the primary marketing partner for Joe & the Juice's growing international franchise system, you will bridge global brand strategy with local market execution - building scalable programs, enabling franchise partners, and driving brand awareness, customer acquisition, and sales growth across all markets. Reporting to the Head of Franchise at Copenhagen HQ, you'll be the connective tissue between our brand, our commercial teams, and our franchise partners worldwide.
Key responsibilities
- Lead and scale global franchise marketing programs and campaigns across the franchise network, driving brand awareness, customer acquisition, and sales growth.
- Own creation and distribution of brand guidelines, marketing toolkits, campaign creative, and channel-ready assets for franchise use.
- Act as the primary marketing liaison between global marketing, product development, commercial teams, Customer Care, and the franchise partner network.
- Collaborate with franchisees to deliver effective in-store, OOH, digital, and social marketing solutions tailored to local market needs.
- Analyse program performance, identify optimisation opportunities, and make data-driven recommendations to maximise ROI.
- Ensure brand consistency and adherence to global marketing standards across all franchise-led initiatives.
- Serve as the product innovation connection point for franchise markets, tapping local consumer insights and supporting franchisees in tailoring their offer within global menu principles.
- Support franchise partners with annual brand planning and retail calendar planning to maximise commercial opportunities throughout the year.
- Build and nurture a franchise marketing community through forums, best-practice sharing, and structures that enable learning across all markets.
- Lead onboarding of new franchise markets from a marketing perspective, setting partners up for success from day one.
- Drive impact at new store openings, partnering with franchisees on locally relevant launch marketing that builds momentum.
- Identify market 'proxies' with similar customer profiles and develop efficiencies by clustering activity, sharing creative, and scaling across comparable markets.
- Champion brand fame-driving activations globally anchoring Joe in cultural moments and scaling high-impact initiatives internationally.
- Represent franchise markets in global marketing forums as the primary connection point between franchise partners and the broader Joe marketing organisation.
- Lead and coordinate the annual franchise marketing summit, aligning strategy, sharing learnings, and building community across franchise marketing leads.
Who are you
- A strategic and commercially minded marketer who thrives at the intersection of brand thinking and hands-on execution.
- A natural relationship-builder with the credibility to influence franchisees, cross-functional teams, and senior stakeholders without direct authority.
- Someone equally comfortable in a boardroom presenting strategy and rolling up your sleeves to get things done.
- Analytically curious, you use data to guide decisions, optimise campaigns, and demonstrate impact.
- A strong communicator and collaborator who builds trust quickly across diverse cultures and time zones.
- A continuous learner with a bias toward testing, iterating, and improving.
- Energised by complexity and scale, you see a multi-market, multi-stakeholder environment as an opportunity, not an obstacle.
What you'll bring
- 5–7 years of marketing experience, ideally in FMCG or consumer goods with QSR, retail, or franchise exposure.
- A track record of executing multi-channel strategies that deliver measurable results.
- Experience in local store marketing and campaign execution.
- Comfort presenting strategy and results to senior, non-marketing stakeholders.
- Strong project management skills across multiple workstreams
- Proficiency in marketing platforms, automation, and analytics tools.
- A solid digital marketing grounding - social, email, paid media, SEO/SEM.
- Experience building franchise or multi-unit marketing toolkits.
- Confidence working across time zones and international markets.
- A bachelor's degree in Marketing, Business, or a related field.
