Senior Manager, Local Marketing

About the Role

The Senior Manager, Local Marketing at H&R Block leads the strategy and execution of localized marketing efforts that drive customer acquisition, engagement, and brand presence across company-owned and franchise locations. This role acts as a key connector between national marketing strategy and in-market activation, ensuring campaigns are effectively deployed and optimized to meet local market needs.

 

Partnering cross-functionally with Marketing, Retail, Franchise, Operations, and Analytics teams, this leader develops scalable programs, equips field teams with the tools and resources for success, and identifies opportunities to drive business performance through localized initiatives. Reporting to the Director, Marketing Strategy - Consumer Tax, this role plays a critical part in translating enterprise priorities into impactful local programs that support growth and strengthen market presence.

 

Day to day, you'll...

• Lead development and team execution of local marketing strategies and programs that support Consumer Tax business goals across company-owned and franchise locations
• Partner across Marketing to adapt and activate integrated campaigns at the local level, ensuring alignment with business priorities and market needs
• Manage field marketing and enablement programs that equip offices with tools, resources, and best practices to execute campaigns consistently and effectively
• Collaborate with Retail Operations, Franchise Leadership, and Field Teams to identify local market opportunities and drive adoption of marketing initiatives
• Oversee local marketing platforms, programs, and processes that support in-market execution, community engagement, and brand visibility
• Support in-season performance management during peak tax periods, helping identify local market actions that improve customer acquisition and business results
• Support year-round local engagement and programs to maintain local presence and increased awareness
• Create and maintain field-facing communications, portals, playbooks, training materials, and marketing resources that drive clarity and consistency across markets
• Partner with Analytics to monitor local marketing performance, measure program effectiveness, and identify optimization opportunities
• Lead continuous improvement efforts to streamline local marketing processes, enhance field experience, and increase program effectiveness

Required Qualifications

• Bachelor’s degree in Marketing, Business, Communications, or a related field
• 7+ years of experience in local, field, retail, or go-to-market marketing
• Proven ability to lead and develop teams while driving performance
• Experience managing multi-location or franchise marketing programs in a consumer-focused environment
• Strong cross-functional leadership, communication, and project management skills in a matrixed organization
• Data-driven mindset with the ability to optimize campaigns and balance strategy with hands-on execution

Preferred Qualifications

• Experience in multi-unit retail, franchise, or service-based environments with localized customer acquisition strategies 
• Background in tax, financial services, or seasonal businesses with high-volume peak periods 
• Familiarity with local media planning, geo-targeting, and community-based marketing tactics 

Why work for us

At H&R Block, our purpose is simple: to provide help and inspire confidence in our clients and communities everywhere. For more than 70 years, we’ve led the tax industry and we continue to evolve through our Block Next strategy, blending human expertise with digital innovation. That same commitment to care extends to our associates. When you join us, you become part of a High Performing, Connected Culture built on strong relationships, continuous learning, and a shared commitment to making a meaningful impact. We invest in your well-being through competitive pay, comprehensive benefits, and support for life both in and outside of work.

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