Franworth and The Lash Lounge are looking for a copywriter to translate the voices of our beauty brands and category expertise into multi-channel, multimedia marketing assets, spanning a variety of audiences, including leads, guests, members, franchisees, stylists and franchisee candidates.

Passionate about the beauty and self-care industries with a special emphasis on lash and brow treatments and their intersection with pop culture, this person will work alongside the social media manager to illuminate competitive points of difference, illustrate the salon experience and humanize the brands. The ideal candidate is already a little giddy about words and is exhilarated by the prospect of hitting just the right tone and note to activate and inspire audiences.

As part of the Franworth family of beauty brands, the copywriter will work most closely with The Lash Lounge. As a team, first and foremost, in service to our franchisees, we create and optimize meaningful marketing programs that increase lead capture, sales and member retention. But we also have a lot of fun doing it. We are a team that believes in bringing your true, authentic self to work, taking and making opportunities that fill you up and move us forward.

As Franworth’s resident copywriter, at times, this person will be asked to consult across Franworth’s portfolio of brands as needs arise, fluctuate and regulate.

Location: Hybrid work in Ann Arbor, Mich., but fully remote position considered for the right candidate

Reports To: Director of Marketing

About Franworth

Headquartered in Ann Arbor, Mich., Franworth’s team of business and franchise experts tap into more than 450 years of experience to accelerate value for brands and independent unit value for franchisees. Franworth supports our portfolio of boutique fitness and beauty brands in the following areas: franchise sales, real estate, construction, marketing, operations, finance, legal, executive advisory and supply chain.

About The Lash Lounge

Headquartered in Ann Arbor, Mich., The Lash Lounge is a premier eyelash salon, specializing in lash extensions, lash lifts, tinting, threading and more. At The Lash Lounge, expert stylists collaborate with guests to design the perfect custom lash look, using an exclusive design technique made to celebrate and enhance their natural beauty. A luxurious and relaxing escape, The Lash Lounge cuts down on morning makeup routines and leaves guests confident that whatever the day brings them, they’ll look and feel their best.

Job Responsibilities

Create

• Guided by organic keyword strategy, write, edit and proof all Lash Lounge blogs.

• Regularly concept and produce Lash Lounge email newsletters and campaigns that complement overall marketing strategy and monthly content themes.

• Collaborate with the social media manager and graphic designer to concept and execute seasonal, promotional and evergreen campaigns across all mediums.

• Working with digital advertising media partners and marketing team members, concept and produce up to four digital evergreen advertising campaigns per year.

• Regularly produce educational and sales-driven web content as necessary, supplementary or guided by partner agencies.

• Alongside the local marketing manager, perform semiannual gap analyses of existing marketing materials to produce new assets that meet franchisee needs.

• Create franchise development and internal communication pieces as needed.

Convert

• Alongside the local marketing manager, assess and document the multichannel guest journey to build email and texting lead funnels designed to close leads.

• Collaborate with the digital marketing manager for monthly assessments of content performance across channels, by open rate, web traffic, lead generation, conversion activity and/or target KPI, to inform future content creation.

Assist

• Serve as one of the beauty brands’ category experts, interfacing with the training and products teams, staying up to date on beauty, lash, brow and spa industry developments, competitor positioning and announcements, and product and service releases, for the purposes of internal and external communication.

• Serve as the resident Franworth proofer.

Qualifications

• ~1–2 years of professional writing experience, ideally in a marketing setting

• Bachelor’s degree required, ideally in the communications, marketing, journalism or liberal arts

• Proficiency in Microsoft Word and PowerPoint

• Email marketing experience and/or certifications desired

• Familiarity with Adobe Creative Suite a plus

Skills

• Excellent writer and editor, with ability to communicate clearly, succinctly…and sometimes playfully, with mind for audience and tone

• Strong proofer

• Self-starter

• Takes initiative

• Extreme attention to detail

• Excellent time-management skills

• Abreast of beauty, self-care and fashion trends in pop culture