Description
Position Summary
The Parent Relationship Manager (PRM) is the welcoming face of the business and a key driver of growth. The PRM is responsible for generating new business, managing leads, conducting Meet & Greets, converting prospective customers into enrolled customers, and building lasting relationships with dog parents. The PRM owns the parent journey from the first interaction through enrollment and ongoing relationship building, while representing the warmth, high standards, and excitement of the Dogtopia brand. This is a sales, relationship-building, marketing, and community-facing role—not simply a front-desk position. The PRM is expected to actively create opportunities, follow up with prospects, convert qualified leads, promote current offers, and help build the local community presence that supports store growth.
Core Responsibilities
- Generate new business through proactive lead generation, relationship building, local marketing, community outreach, and sales activity.
- Manage incoming and existing leads from initial contact through Meet & Greet, enrollment, and appropriate follow-up.
- Conduct Meet & Greets and create a welcoming, informative experience for prospective dog parents.
- Ask questions, understand customer needs, explain services, and recommend the appropriate enrollment options.
- Promote current offers and pre-opening offers when applicable.
- Follow up with prospective customers and boarding clients in a timely and consistent manner.
- Accurately and promptly enter customer, lead, Meet & Greet, and enrollment information into designated systems.
- Build relationships with local businesses and community organizations that can increase awareness and customer opportunities.
- Attend local events and actively represent the Dogtopia brand in the community.
- Develop and execute localized marketing activities that support lead generation and enrollment goals.
- Help create a positive and consistent experience throughout the parent journey, from first impression to loyal customer.
- Coach the store team on the Dogtopia-isms and reinforce the behaviors that define how Dogtopians work together and serve customers.
- What You Own: Key Performance Indicators (KPIs)
- The PRM is directly accountable for the following areas of performance. Specific store targets may be established separately and may change based on business needs.
Owned KPIs
Lead Flow & Leage Management - Create and manage qualified customer opportunities; respond to leads promptly; maintain accurate lead information; and consistently move prospects through the sales process.
Meet & Greets - Generate and conduct Meet & Greets that create opportunities for enrollment and establish a strong first impression with prospective dog parents.
Enrollment Conversion - Convert qualified prospects into enrolled customers by understanding their needs, presenting appropriate services and offers, overcoming questions or objections, and following through to enrollment.
Parent Follow-Up - Maintain timely and consistent follow-up with prospective customers, new parents, and boarding clients so opportunities do not go unaddressed.
Community & Local Marketing - Build awareness and customer opportunities through local marketing, community events, pre-opening offers when applicable, and relationships with local businesses.
Parent Retention & Relationship Building - Help create lasting customer relationships by delivering a positive experience and staying connected throughout the parent journey.
RAMP & Growth Responsibilities
The PRM has an especially important role during the RAMP phase—the period leading up to a store opening and through the first year. During this period, the PRM is expected to help build momentum and establish the store's customer base and community presence.
- Build community awareness before and around launch.
- Drive local marketing and outreach activities.
- Personally connect with prospective customers and promote applicable pre-opening offers.
- Attend community events and establish relationships with local businesses.
- Build a strong pipeline of prospective customers that supports early enrollment and continued growth.
- Maintain momentum after launch through ongoing lead management, follow-up, Meet & Greets, and conversion activity.
Customer & Brand Experience
- Serve as a positive, energetic, and knowledgeable point of contact for dog parents.
- Create meaningful connections with customers and prospective customers.
- Ensure customer interactions reflect the warmth, high standards, and excitement of the Dogtopia brand.
- Use creativity, problem-solving, and innovation to find ways to connect with customers and generate results.
- Work collaboratively with the store team to provide a consistent customer experience.
Performance & Accountability
- Performance in this role is measured through actual sales and customer activity, including lead management, Meet & Greets, enrollments, follow-up, community activity, and customer relationships.
- The PRM is responsible for ensuring customer and enrollment information is accurate and entered timely in the designated systems.
- The company’s approved reporting system is the official record for qualifying Meet & Greets and enrollments.
- The PRM is expected to take ownership of results, identify opportunities to improve performance, and consistently follow through on assigned responsibilities.
Requirements
Qualifications
- High school diploma or equivalent.
- Outside sales experience preferred.
- Outgoing, driven, motivated, adaptable, charismatic, creative, and persuasive.
- Able to confidently drive a conversation and build relationships.
- Thrives in a dynamic workplace and is motivated by measurable results.
- Must love dogs.
