Director Of Brand Marketing

POSITION SUMMARY:

Provide cross-functional marketing thought leadership in the development and implementation of product level categories, including identifying direction for the brand, pipeline and product innovation, direct competitive analysis, consumer research, testing, validation, and support for system-wide launches and sustainability. This position will provide elements of strategic planning and developmental support in the creation of the promotional calendar, menu-board, merchandising, packaging, and advertising campaigns. Able to establish strong relationships with assigned franchise partners and work with the Local Marketing Planner to provide ongoing local marketing support and recommendations to increase sales and profits in their markets.

KEY ACCOUNTABILITIES / RESPONSIBILITIES:

Responsibility Area #1 Oversee research and data supplier relationships to drive the insights process by helping sharpen the questions to be answered and maximizing the likelihood of results through action. Identify market opportunities and gaps based on consumer insights and industry data and develop profitable product line strategies that align with overall platform and brand strategy.

§ Own the Product Pipeline process from the creation of written concepts through the last phase of the stage-gate process and integration into promotional calendar.

§ Create and facilitate solid business case for product level development, including ongoing updating of data and progress through the validation phases (screener, product test, etc.)

§ Foster development of new products (including packaging and beverage) following New Product Development process, and in conjunction with culinary and operations partners.

Responsibility Area #2 Partner with VP Marketing and other department team members, to plan and create the Brand Promotional Calendar that drives system Beat Year Ago (BYA) sales and transaction growth. Liaise with VP Marketing, Digital and Media Leadership to ensure forward progress of fully integrated advertising across all consumer touchpoints, including photography, merchandising, print, and TV and other communication channels.

§ Prepare presentations and gain alignment from all key stakeholders (Brand and Franchisee Leadership) on the promotional calendar and windows.

§ Oversee the development of schedules for creation and delivery of written and verbal presentations with VP Marketing to align internal senior department heads (LT), internal teams and external partners (including franchise leadership).

§ Manage, contribute, and support development of content and timelines for presentations and meetings with Menu Ad Committee, Franchise Advisory Board (FAB) and other leadership group presentations.

§ Provide guidance, structure, and process necessary for the cross-functional support teams to flawlessly execute the calendar.

§ Track, analyze and present promotional window business case results, including operational and consumer feedback and menu mix after each promotion to understand the trends and impact.

§ Writes strategic briefs for agency partners to guide the development of creative material, enabling them to deliver on the project's strategic vision.

Responsibility Area #3 Lead the Project Development and Management process with internal cross-functional teams to gain alignment through the stage gate process from inception through development, testing and implementation of National Marketing events.

§ Collaborate with Food Innovation / Culinary team in the development of prototypes and early consumer testing, operations testing and market testing.

§ Partner with Operations to assess the business impact and constraints on restaurant execution and the guest experience to align around the brands direction, choices and tactics and to ensure flawless execution at the restaurant level.

§ Work with Supply Chain to assess timing of material production to ensure proper inventories are maintained in the distribution centers and all products, packaging and small wares are sent to system in a timely manner relative to promotional windows.

§ Collaborate with Finance to understand financial metrics to define specs and builds and develop forecasts for authorized inventory purchases (IAPs), develop pricing strategies for promotional windows and menu items, and assess sales, transactions and menu mix data to understand recommendation and business case.

§ Engage with Ops/Training to produce training materials for new marketing initiatives.

§ Conduct development of in-market restaurant tests and visits to monitor test performance and make recommendations to internal and external key stakeholders for execution improvements.

§ Determine placement for all merchandising and in-store point of purchase materials and create the Marketing Action Plan (MAP) for distribution to the system.

Please note this job description is not designed to cover or contain a comprehensive list of activities, duties, or responsibilities that are required of the employee for this role. Duties, responsibilities, and activities may change at any time with or without notice.

Job Qualifications:

EDUCATION / EXPERIENCE / ENVIRONMENT:

Note: A combination of education and experience outside of the standards below may also be considered.

MINIMUM FORMAL EDUCATION: Bachelor's Degree

Type of Education (or Major) Required: Bachelor's degree required, ideally in Marketing or Communications.

Designation(s) Preferred or Required:

§ MBA Preferred

MINIMUM EXPERIENCE: 7-10 years

Type of Experience Required: Prior experience in Brand Marketing or Consumer Insights is required.

Type of Experience Preferred: Experience working with multi-unit QSR, Fast Casual, Restaurant or Retail companies is preferred. Understanding of Organizations that include Franchise and Company Operations an asset.

PHYSICAL DEMANDS / WORK ENVIRONMENT:

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform essential functions. While performing the duties of this job, the employee may be required to stand, stoop, kneel, crouch, crawl, talk, and/or hear. The employee must occasionally lift or move up to 10 pounds.

REQUIRED KNOWLEDGE / SKILLS:

· Strong interpersonal skills and a proven ability to engage with internal and external customers.

· Ability to understand and interpret data and information and recommend appropriate actions.

· Proven expertise in planning, developing, implementing, and tracking projects (Discover, Design, Deliver)

· Proficiency and knowledge of consumer research guidelines and best practices.

· Effective communication skills are critical. Both verbal and written communication skills will be essential in producing the results required for the role.

· Is naturally curious and takes the initiative to find solutions and more effective ways of working.

· An ability to work effectively across a cross-functional team, while supporting conflicting priorities and deadlines.

· Likes solving problems, presenting solutions, and resolving conflicts.

· Proven track record of high performance and career progression.

· An entrepreneurial spirit with a desire to build the business.

· Self-motivated, results-oriented individual, who possesses a strong attention to detail and who can work like a captain and play like a pirate

· Computer proficiency in the Microsoft Office suite of products.

· Comfortable working with rapidly changing priorities and performing other duties as assigned, without formal notice.