Director of Retail & Field Marketing

The Director of Retail & Field Marketing is responsible for driving system-wide marketing performance through best-in-class execution of innovation and promotional initiatives, co-op and market-level activation and grand opening programs across a franchise system. 

This role serves as the critical bridge between brand strategy and in-store execution—ensuring that marketing initiatives translate into consistent, high-impact experiences that drive traffic, sales, and franchisee success. 

The Director leads a team responsible for Selling Season execution, Co-Op relationship management and activation, and grand opening activation – while identifying opportunities to strengthen market-level support across the system through scalable tools, targeted initiatives and partnership with field teams. 

 

ESSENTIAL DUTIES AND RESPONSIBILITIES 

1. Strategy & System Performance Ownership 

• Define and lead the go-to-market approach for all Selling Seasons and evergreen promotional initiatives, ensuring alignment with brand strategy and business goals  

• Establish system-wide standards for promotional execution, merchandising, and in-store activation  

• Ensure marketing initiatives drive measurable impact on traffic, sales, and guest engagement  

• Identify opportunities to improve performance across underperforming markets, emerging regions, and key growth areas 

2. Market Support, Co-Op & Franchise Integration 

• Oversee co-op and market-level activation strategies, ensuring alignment with national campaigns while enabling local flexibility within brand standards 

• Provide leadership and oversight for Co-Op engagement, and grand opening marketing, enduring the right level of support is deployed based on business needs. 

• Partner with Area Representatives and Franchise Business Coaches, to identify opportunities in underperforming, emerging or highly competitive markets and deploy targeted marketing support. 

• Guide the development of scalable tools, frameworks and extensions that enable effective local activation across both Co-Ops and non-Co-Op markets. 

• Ensure franchise owners, Co-Op leaders and field partners (ARs/FBCs) have clear communication, tools and visibility to support successful execution 

3. Selling Season Performance & Evolution 

• Own the overall performance of Selling Seasons across the system, ensuring initiatives drive traffic, sales, and franchisee engagement  

• Establish clear standards for execution quality, merchandising effectiveness, and promotional clarity to maximize in-store conversion  

• Ensure strong processes are in place for evaluating Selling Season performance and capturing actionable insights  

• Leverage performance insights and recommendations to set direction, prioritize improvements, and evolve future Selling Seasons  

• Provide direction and priorities to the Retail Marketing Manager to improve execution quality, simplify complexity, and increase franchisee adoption 

4. Team Leadership & Development 

• Lead, coach, and develop a team of marketing professionals across retail execution, local marketing, and grand openings  

• Set clear priorities, workflows, and performance expectations to ensure focus and accountability  

• Build team capabilities in retail merchandising, franchise marketing, and execution excellence 

5. Performance Measurement & Optimization 

• Oversee evolution of frameworks for evaluating Selling Season and local marketing performance (sales, traffic, participation, execution quality, etc.)  

• Translate data and field feedback into actionable insights and continuous improvement  

• Identify gaps in execution and implement solutions to improve consistency and impact across the system. 

6. Cross-Functional Leadership 

• Ensure strategic alignment across Brand, Creative, Digital, Operations, Supply Chain, Training, Brains, and Build/Store Development teams to support successful execution of marketing initiatives  

• Partner with senior leaders across functions to integrate marketing into key business processes, including grand openings and market development  

• Provide guidance and escalation support to resolve cross-functional challenges and remove barriers to execution  

• Ensure team is aligned on priorities, timelines, and expectations, while empowering managers to lead day-to-day coordination 

7. Grand Opening Excellence 

• Ensure grand opening marketing strategies, standards, and playbooks are clearly defined and consistently executed  

• Partner with Operations, Build and Store Development leadership to embed grand opening marketing into broader launch readiness processes  

• Monitor performance and identify opportunities to improve early store sales and awareness 

This document represents the major duties, responsibilities, and authorities of this job, and is not intended to be a complete list of all tasks and functions. Other duties may be assigned.  

 

ADDITIONAL RESPONSIBILITIES (IF NECESSARY) 

• Participate in conferences and annual company meetings  

• Manage performance and development needs of all direct reports through annual performance planning and regular performance communication.  

Qualifications:

Education 

• Bachelor’s degree in business, communications, marketing, or related field required 

Experience  

• Minimum of 8 years of professional marketing experience, with demonstrated competence in digital marketing, social media marketing, and content marketing.   

• Experience working in or with a franchise system highly preferred  

• Experience working in or with a QSR highly preferred  

• Experience managing remote teams preferred 

• Proven experience leading multi-unit or franchise marketing strategies  

• Experience managing co-op advertising funds and working with franchisee groups  

• Experience leading integrated marketing campaigns across digital, in-store, and local channels  

• Experience managing agency partners and cross-functional initiatives  

• Experience leading and developing marketing teams 

Knowledge 

• Franchisee or franchisor experience preferred   

• Strong copywriting skills  

• High competence in digital marketing, social media marketing, and content marketing   

• Hands-on experience with CRM software and project management software  

• Proficient in MS Office Suite  

• Deep understanding of franchise marketing models, including co-op structures and governance  

• Strong knowledge of QSR or retail marketing, including traffic-driving tactics and promotional calendars  

• Understanding of media planning, budgeting, and ROI measurement  

• Knowledge of local store marketing (LSM) strategies and franchisee engagement  

• Familiarity with digital marketing channels (paid media, CRM, social, web) and how they drive in-store traffic  

• Understanding of brand management and consistency across a distributed system 

Ability 

• Ability to manage and administer 3rd party vendors or agencies, if applicable.   

• Ability to organize, interpret and explain customer data.   

• Ability to maintain discretion with confidential information.  

• Proven ability to work within budgetary guidelines   

• Strong communication skills and comfortable with public speaking   

• Ability to analyze data and prepare meaningful reports   

• Excellent interpersonal, written, and oral communication skills including public speaking ability  

• Ability to excel in a remote work environment, both independently and as a member of a team  

• Ability to manage stress and conflicts in a work setting 

• Ability to drive a collaborative and inclusive culture   

• Ability to develop and execute system-wide marketing strategy aligned to business growth goals  

• Ability to lead and influence franchisees and co-op groups without direct authority  

• Strong financial and analytical skills, including managing budgets and evaluating marketing ROI  

• Ability to balance brand integrity with local market flexibility  

• Strong leadership and team development capabilities  

• Ability to operate at both strategic and tactical levels  

• Strong communication and presentation skills, particularly with franchisees and leadership  

• Ability to manage complexity across multiple markets, stakeholders, and priorities 

Physical Requirements 

• Ability to lift up to 20 lbs occasionally and/or up to 10 lbs frequently   

• Prolonged periods of seated work 

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 the essential functions.  

 

Other Requirements  

• Reliable internet and setting to perform job remotely 

• Requires occasional travel to Home Office in East Lansing, MI or other locations/events as assigned  

 

 

COMPANY OVERVIEW 

We believe that coffee brings people together and we are fueled by our purpose to build communities where people feel connected, valued, uplifted, and inspired! We are a 100% franchise company that has grown to over 450 locations in 13 states since we started in 1995. We invite you to grow with us! We are always looking for individuals to join our team who possess a desire to grow and a willingness to share as a professional and individual.  

Our Core Values are:  

Own Your Impact - Authenticity is the foundation of connection. Integrity, diversity, and respect shape how we show up and support others.   

Grow! - We embrace growth as a lifelong journey. We support learning, risk-taking, and celebrating progress. 

Display Courage - Courage means showing up even when it’s uncomfortable. It’s about saying the hard things, standing for values, and growing through challenges.   

Elevate Every Day - Greatness lives in everyday moments. We turn the ordinary into something uplifting and memorable.   

 

BENEFITS & PERKS 

As a full-time Home Office employee, you would receive a variety of benefits including: 

- 10 days of vacation days as a new hire. Vacation days will then increase with your tenure.  

- 9 Sick Days, 5 Floating Holidays, and 3 Volunteer Days per calendar year. 

- 13 Company-Paid holidays per year.  

- A paid sabbatical after every 5 years of employment.  

- Family Care Plan (maternity/paternity) 

- Bereavement days 

The BIGGBY® COFFEE Corporate Office also offers ST/LT disability, 401K w/ employer match (up to 4%), Tuition Reimbursement, $100,000 company-paid life insurance, and medical, dental, & vision insurance. 

We also offer numerous perks including a remote office set-up bonus, a fixed monthly allotment, flexible scheduling, discounted pet insurance, discounted BIGGBY® merchandise, discounted college tuition through select universities, and more! 

 

 

*Candidates will be placed in the salary range based on relevant skills and experience requested for the role. 

**Applicants must reside or relocate to a state the BIGGBY® COFFEE Home Office is registered to conduct business in, which are MI, OH, CT, SC, KY, GA, PA, and VA.  

 

BIGGBY® COFFEE exists to build communities where people feel connected, valued, uplifted, and inspired. Global Orange Development, LLC (“GODev”) is an Equal Opportunity Employer. Consistent with our values: Grow! Elevate Every Day, Own Your Impact, and Display Courage, we strive to create a safe, supportive community where every individual can thrive.   

GODev does not discriminate on the basis of actual or perceived race (including traits historically associated with race including but not limited to, hair texture and hair styles), color, creed, religion, national origin, ancestry, citizenship status, age, sex or gender (including pregnancy, childbirth, pregnancy-related conditions, and lactation), gender identity or expression (including transgender status), sexual orientation, marital status, height, weight, military service and veteran status, physical or mental disability, genetic information, or any other characteristic protected by applicable federal, state, or local laws and ordinances   

In accordance with the Americans with Disabilities Act (ADA) and the Michigan Persons with Disabilities Civil Rights Act (PWDCRA), GODev provides reasonable accommodations for applicants and employees with disabilities.  

This statement applies to GODev’s Home Office employees. Each BIGGBY® COFFEE franchise location is independently owned and operated and is solely responsible for its own employment policies and practices. 

Salary : $95,321 - $158,868