Overview

MANAGER, BRAND MARKETING

Position Overview:

Charleys is seeking an experienced and strategic Manager, Brand Marketing to join our Marketing team. This individual will be responsible for understanding our core and prospective customers to develop targeted strategies that will elevate our brand pillars and innovate our product mix. They will identify opportunities to innovate our menu and grow our business, while leading all supporting activities to ensure their success. This role requires the individual to be highly proactive, collaborative, organized, and detail oriented. They will continually work across the organization to identify ways to optimize and increase product sales and circulate feedback and input. This position reports directly to the Senior Manager, R&D and Culinary.

Key Responsibilities:

• Build annual product roadmap and supporting marketing plan (pricing and promotion) inclusive of recommended local activities (i.e. food drops, sampling, events, etc.).
• Generate all price modeling for promotions, product tests, and new product launches.
• Work with Manager, Junior Copywriter & PR to build value propositions for brand pillar items as well as new products based upon specific customer audience preferences.
• Stay up to date on industry trends, competitor activities, and customer consumption statistics and preferences, adjusting roadmap accordingly and communicating changes to key stakeholders.
• Conduct monthly analysis of menu sales to understand how individual business pillars are performing and why or why they are not delivering against YOY growth goals.
• Work in coordination with Manager, Data Analyst & Paid Media to analyze the impact that marketing performance has on product sales to formulate the appropriate hypotheses and recommendations to improve outcomes.
• Build and manage a menu forecasting model to help the Operations team deliver against sales forecasts within the acceptable error range.

• Uncover growth opportunities and ways to improve sales through the analysis of market trends, competitor performance, and customer feedback.
• Utilize reporting platforms to analyze brand and sales performance while researching other potential factors that may have impacted the effectiveness of product innovations, promotions, pricing tactics, and other levers.

• Identify gaps in marketplace and conduct lead analyses to understand the potential within these gaps, preparing reports and presentations that communicate key findings and recommendations.

• Analyze the performance velocity of current products and identify distribution loss threats, sharing findings and recommendations.

• Analyze competitors regularly to determine areas of weakness and opportunities to capture market share.

• Review marketing collateral, advertising campaigns, menus, and promotional materials to ensure that products are properly positioned and accurately represented.

• Other duties as assigned.

Qualifications:

• A four-year college degree in Marketing, Business Administration or related field.
• 5 years of prior experience in brand management, marketing, or similar roles – restaurant experience a plus.
• Desire to function as a business owner and a passion for brand management.
• Demonstrated ability to innovate products, increase sales, and deliver results.
• Strong understanding of product marketing principles and sales driving levers.
• Analytical mindset with the ability to interpret data and develop actionable insights and recommendations.
• Strong organizational skills, attention to detail, and the ability to manage multiple projects simultaneously.
• Strong communication skills, written and oral.
• Proficient in Microsoft Office Suite (Word, Excel, PowerPoint) and familiarity with various marketing analytics tools.
• Visionary thinker with the ability to drive innovation and creativity among team members.

• A true leader with advanced interpersonal skills: genuine and “real,” not political; tough-minded but able to relate to all relevant stakeholders in an open, fair, and trusting manner.
• Inspires change and growth; continuously challenges the status quo, fostering a culture of progress.

• Strong communication and cross-functional collaboration skills a true relationship builder.
• Excellent communication and interpersonal skills; inspires and influences collaboration across all cross-functional disciplines with the goal of driving continuous efficiency and quality improvement.
• Ability to drive results independently and in a team environment.

Come join the Marketing team at Charleys

 and enjoy an exciting career with a rapidly growing fun global food chain!