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As the title says, I’m a marketing professional with 4+ years of experience but most of my time i have worked full time jobs and had few word of mouth clients I never really tried to go on my own or get clients. I work as a franchise marketing manager overseeing multiple branches managing 50k+ budget in just ads every month. If someone has experience with it Please share.
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I'll share one advice I received a long time ago, but I keep as a reference. Someone told me: if you want to make more money, you should be closer to the big money. For example, being the one who decides the budget is better than being the one who spends the budget. If the company has already decided the budget is 50k for ads, that's basically the limit. Now, if I'm the one who decides whether the budget should be 50k or 100k for ads, it's better. If I'm the one who decides that the budget is 50k for ads only, but marketing is not advertising and we should have also budget for other parts of promotion (e.g., PR, guerilla, 360), for new product development, for marketing research, for marketing intelligence, and other parts of marketing, then I decide what the limit is. And I can make much more money, clients or employers should pay me much more. That's basically how I started avoiding operational and tactical parts of marketing to move to marketing strategy and marketing analytics. Be the decision maker, be the problem finder and not only the problem solver. That had other consequences I didn't consider back then. This still gives me the old marketing mindset of being a trendsetter, not being another marketer following trends. That protected me from AI and opened more opportunities with the popularity of AI.
franchise marketing manager handling 50k monthly budget is actually more leverage than you think. reach out to franchise owners in different territories or different brands. you already know their exact business model and playbook - theyre probably paying agencies that dont understand franchises the way you do. start with 2-3 as side clients, do good work, and referrals compound fast. thats basically how most small agency owners i know got started
This is also a great way to potentially get fired. If OP wants to keep their job while doing some side hustle there should be some breathing room between their job and the side hustle. If they're using info from their job to do a side hustle and potentially compete with their current job, it should be worth losing their job to do it in case they get found out and the result isn't good. You're not wrong, it just has the potential to be a perilous road.
How much of your experience can you package into "proof"? I have trouble with that part myself a lot. We have quite a few fairly big brands we work with. Not brands that "everyone knows" but brands where like, if you are in the Agriculture industry, then you know us. They'd be great for a resume, but technically THEY own the result data. I'm allowed to talk about trends and success in a "revenue up 10%" or something like that, but I can't give hard numbers and certainly not their name (they want to look like marketing is internally handled, not our little agency in the suburbs - which makes total sense to me). Your strength and position in the market that is somewhat rare is managing multiple locations. That can also be a downside since a lot of people who specialize in that are still using methods that started dying off a decade ago and are all but dead today. (Like 20 location/service pages when there's no real difference). Positioning multiple locations of a franchise or chain is tricky - so you need to convince people you know your shit. If you do and you have some sort of proof or can otherwise convince me that your background and performance is proven - then you might have a shot. You might also offer yourself to some of the smaller boutique agencies - though you may need slightly better quality proof. Small agencies tend to have a core team that covers the primary skills that just about everyone needs - but an agency that focuses on local marketing probably doesn't have one with experience with chains/franchise networks with more than a location or two. So if they have your info on hand and get someone in that situation - they know they can consider it if they add you to the team for that client and now they can put together a bid where, before, they would have had to decline saying that they didn't have the resources to manage 20 locations. Franchises and chains can be tricky in general. If they have gotten to the point where they have more than a few locations - they almost certainly have invested into marketing by then - in house or getting an agency. What sort of proof can we show or describe in your situation? Do we have things in that area to look at - or do we have to try to find another way to position you? (I've had to find "another way" due to all of my more impressive work being bound by NDAs - it's harder but doable). G.
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