CMO Roundtable with Jamie Eslinger, Chief Marketing Officer at Shoot 360

How do you balance corporate-level campaigns with franchisee-driven, grassroots marketing efforts?

Jamie Eslinger
Chief Marketing Officer
Shoot 360

In franchising, the real magic happens when global branding meets local storytelling. At Shoot 360, one of my top priorities is building that balance by pairing the power of a unified worldwide brand with the authenticity of franchisee-driven, grassroots marketing.

With fewer than 100 locations right now but hypergrowth on the horizon, hyperlocal isn’t just important. It’s essential. Every country, city, and community has its own voice, and our role at the corporate level is to create the framework and resources that empower franchisees to connect authentically in their markets.

That work starts with a strong brand strategy. At the global level, we are building a marketing ecosystem to support the key areas of brand, attraction, conversion, and partners. This foundation ensures that everything we create (national campaigns, partnering with NBA and WNBA athletes, and social media posts) carries the same brand promise while equipping franchisees with tools they can use locally.

One of the most important initiatives we’re building inside that marketing ecosystem blends the power of digital with the impact of grassroots. On the digital side, we’re developing platforms to help franchisees strengthen their presence across social media, SEO, business listings, and reviews, giving them the visibility today’s customers expect. At the same time, we’re investing in grassroots support, equipping franchisees with playbooks and field guidance to engage directly with schools, clubs, and community organizations. When these two forces work together, franchisees benefit from the scale and professionalism of a franchise brand and the authenticity of a local business deeply rooted in its community.

Every franchisee should benefit from the scale and professionalism of global campaigns while still telling stories that resonate on a local level. By blending corporate resources with community-driven energy, we’re building a marketing system that ensures Shoot 360 feels both powerful and personal everywhere we show up.

Our goal is to build a franchise system where every location has the tools and support to succeed so that everyone gets a shot to grow, compete, and be part of something bigger.