Ready to lead, disrupt and reinvent the sleep industry?
We are Emma – The Sleep Company. Founded in 2015, we’ve become the world’s largest D2C sleep brand, available in over 35 countries with more than 25 stores across Europe. Recommended by leading consumer associations in EMEA, APAC, and the Americas, we develop the best sleep comfort products that empower our customers to awaken their best every day.
At Emma, we are a community of smart, driven people, united by a strong culture of collaboration, teamwork, and knowledge sharing. We think big, take ownership, and are empowered to drive meaningful impact. Through hands-on experience, mentorship, and continuous learning, we drive our own growth and learning. With Emmies from over 60 nationalities and offices across multiple regions, our diverse perspectives enrich our workplace culture. Ready to shape the future of sleep with us? Let’s make it happen!
Emma is scaling rapidly into the physical world, and franchise stores are one of the biggest growth levers in the business.
This role exists to make franchise marketing work at scale — consistently, measurably, and profitably.
You own how franchise stores are launched, marketed, and optimized from a marketing perspective. You turn Emma’s offline marketing playbooks into mandatory, repeatable execution for franchise partners, while protecting brand standards, performance, and ROI.
This is not a relationship-only role. You are accountable for adoption, execution quality, and performance outcomes across the franchise network.
What you´ll do:
Franchise store launchesOwn and enforce the franchise store launch marketing playbook across marketsDefine channel mix, budget phasing, early success signals, and week-2 / week-4 performance benchmarksCoordinate with regional marketing, media, and data teams to deliver launches on time and to standardIdentify underperforming launches early and drive corrective actionAlways-on franchise marketingOperationalize always-on marketing across search, social, local media, and offline channels (OOH, leaflets, radio where relevant)Define what “good” looks like: footfall, bookings, conversion signals, and cost benchmarksEnsure franchise stores are fully integrated into national and regional campaigns, store locator, and booking journeysPerformance, tracking, and governancePartner with central data teams to ensure correct tracking, attribution, and reporting at store levelMonitor performance dashboards and use data to prioritise action — not just reportingEnforce marketing governance: playbook adoption, asset usage, campaign standards, and reporting disciplinePush back when execution or requests break performance logic or brand standardsFranchise partner enablementAct as the clear marketing interface for franchise partners and area managersBuild scalable self-service toolkits (assets, templates, guidance) to reduce manual supportEducate partners on what drives performance in Emma’s omnichannel model — and what doesn’tBalance local context with central consistency; performance always winsFeedback into central strategyFeed franchise learnings back into global offline playbooks: what scales, what fails, what needs adaptingIdentify gaps in tools, data, or processes and push for structural fixesHelp shape how the franchise model evolves as Emma moves from expansion to optimization Who we´re looking for:
4–7+ years in performance-driven marketing rolesExperience across retail, local marketing, or multi-location / franchise modelsProven ability to turn strategy into repeatable execution at scaleComfortable working with data, dashboards, and imperfect attributionStrong operator mindset with a bias toward execution and outcomesPerformance-literate across paid media, local activation, and offline–online interactionAble to influence without authority — and enforce standards when neededComfortable with scale, repetition, and continuous optimization What we offer:
Discounts on our top-notch products; Health insurance, including dentist; 24 days holidays/year +1 day/year at Emma (máx. 29 days); Pet-friendly environment, where you can bring your furry desk buddy; The opportunity to collaborate with multinational teams; Exciting events that aren't just team-building exercises but opportunities to create epic memories; All the tools you need to grow and ownership from the beginning. 
