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Go-To-Market & Franchise Growth , Alvato

Go-To-Market Strategy, Lead Generation and CRM Implementation
Alvato, International Expansion (Spain, Germany, Andorra) · 2024 - 2025
Role: Marketing Project Manager

About the company

Alvato is the leading car wash and detailing franchise in Spain, offering premium vehicle care services through a scalable franchise model. The company focuses on delivering a consistent brand experience and operational excellence across its network of locations.

The Challenge

Alvato was in a growth phase, expanding its franchise model into new markets. The company needed a structured marketing approach to attract qualified leads interested in investing in the franchise, while also ensuring a consistent onboarding and brand experience across different locations.

There was a need to connect marketing, sales and operations into a unified system that could support both lead generation and the successful launch of new franchise centers.

Key Learnings

Scaling a business through franchising requires more than lead generation. It depends on building systems that connect acquisition, onboarding and operations, ensuring consistency while adapting to different markets.

Skills & Tools Applied

Go-To-Market Strategy
Lead Generation
CRM & Marketing Automation
Customer Journey Design
Funnel Optimization
Franchise Marketing
Process Design
Cross-functional Collaboration

Results & Impact

Generated an average of 100+ qualified leads per month (MQLs) from potential franchise investors

Contributed to the sale of 60 franchise units within 10 months, supporting rapid business expansion

Established a structured and scalable lead generation and nurturing system

Improved alignment between marketing, sales and operations throughout the franchise acquisition process

Strengthened brand consistency and customer experience across new locations