Dir, Int’l Brand Marketing

Job Summary

The Director, International Brand Marketing leads brand strategy development for multiple brands (2 ) from insight to execution, owning calendar planning and execution of the integrated brand plans including oversight of any cross functional brand initiatives that impact comp sales (i.e. store redesigns, crew incentives, etc.). The Director tracks brand performance/P&L via scorecards. The Director will also work across multiple markets/countries to deliver core and localized plans for strategic, larger franchisees. In addition to working across multiple countries and franchisees, the Director works collaboratively with multiple domestic brands, functions, agencies and suppliers to ensure brand standards are met and to implement/monitor the effectiveness of integrated marketing campaigns and initiatives to optimize the franchisee and guest experience to drive store traffic and profitability. The Director will also have responsibility for identifying, growing and supporting new platforms for the franchisees, such as digital, loyalty and off premise. This position has accountability for the marketing strategic plan, media & promotion performance optimization, in-shoppe and in-market creative, and digital/off-premise acceleration by providing leadership, direction and support needed to achieve the teams' objectives. The Director will help develop/manage a direct report.

Essential Functions

• Strategy & Planning
• Lead brand strategy, positioning, and value proposition, informed by analytics & consumer insights.
• Champion and expedite innovative strategies to achieve sales/transactions and marketing goals by maintaining awareness of changing market and competitive conditions, reviewing and analyzing customer experience data, and assessing results of programs and solutions.
• Manage and effectively allocate Brand Marketing budget, across all channels, partners, and resources.
• Manages Multiple Brands and Markets
• Directly manages 2 brands for international growth and expansion
• Works with franchisees in larger, strategic markets to drive localization efforts (menu, marketing, promotion, off premise, etc).
• Tracks brand performance/P&L and publishes a monthly scorecard to drive visibility of sales, traffic as well as any marketing initiative results.
• National Calendar, Media & Program Execution and Metrics
• Establish and drive end-to-end integrated marketing calendar and media plans which deliver on Brand revenue goals and support profitable growth.
• Lead cross-functional partners and internal creative team in the execution of the overall Brand marketing plans, promotions, calendar, projects and initiatives, continually improving results to grow the business.
• Develop the strategy/briefs to drive integrated Media plans developed in collaboration with internal functional COE’s and agencies, and focused on measurable sales/transactions, ROAS, engagement and profit metrics.
• Measure, monitor and report on the effectiveness of marketing’s efforts (e.g., campaigns, partnerships and activations, 3rd party agreements, systems development and support, training development, local toolkits, etc.) against key metrics to identify adjustments needed to successful achieve objectives and goals.
• Provide input on the development of communications and presentation on the progress and impact of marketing efforts for internal leadership, franchisees and external parties.
• Relationship Management
• Build effective working relationships with cross-functional teams, vendors, and franchisees to translate marketing strategic plans into collaborative action.
• Foster on-going and consistent communication (e.g., phone, email, face-to-face, advisory teams, etc.) with cross functional teams to discuss needs, encourage engagement and to address any issues with service level agreements.
• Oversee external relationships to manage expectations, provide timely feedback, and maximize cost efficiency, quality, timeliness, and the responsiveness needed to support the brand’s marketing & media initiatives.
• Directs a Cross Functional Team
• Model leadership behaviors and build positive team culture.
• Provide functional leadership and direct work of associates to drive performance goals.
• Drive establishment of performance goals and provide on-going feedback, coaching, and development to enhance team performance and capability, to facilitate open communication, and to encourage continuous performance improvement.
• Recognizes initiative, innovation, and work well done to create a positive work environment.
• Holds others accountable for conducting business in a legal and ethical manner while complying with policies, laws, and regulations related to business and employment.

Education

• Bachelor's Degree in marketing, public relations, communications, business, advertising, or other related field of study preferred, Required
• Master's Degree, Pref
  
  

Work Experience

• 8 years developing and executing marketing plans/programs, Required
• 5 years successfully leading a team to achieve its goals, Required
• 3 years managing integration of all categories of marketing, Required
• Restaurant, food and beverage, retail or direct to consumer experience, Required
• New product innovation experience – menu or goods & services, Preferred
• Experience leveraging digital media, promotions and public relations to drive results, Preferred
  
  

Skills

• Ability to evaluate media analytically/statistically, marketing effectiveness, overall sales and competitive trends
• Knowledge of developing and executing marketing & media plans across multiple platforms and channels
• Ability to create and coordinate detailed, integrated programming plans, marketing calendaring, messages, and communication
• Complex problem solving combined with strategic decision making that includes an understanding of the business (business acumen).
• Ability to assess situations, provide counsel, and identify and engages others in solutions, while considering the best interests of all parties
• Ability to understand, develop and maintain positive business relationships (e.g, Franchisees, 3rd party vendors, other departments, etc.) that foster an environment of mutual respect, understanding, trust, and collaboration
• Ability to model leadership behaviors and build a positive team culture
• Ability to mentor, motivate, and guide staff toward achieving goals; to drive accountability, to provide ongoing, thoughtful, constructive feedback effectively; and to recognize a job well done
• Ability to adapt and adjust planned work through analyzing work demands, competing priorities, and tight deadlines within parameters of the organizational structure, processes, systems, and policies
• Ability to create and deliver presentations to key stakeholders in a relevant and compelling manner
• Ability to anticipate and respond to the needs of stakeholders (e.g, internal and external) in a timely manner
• Proficient in Microsoft Office Suite
  
  

CertificationsTravel Requirement

• May be required to travel up to 25% of the time