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Vice President, Marketing

Focus Brands

Atlanta, Georgia
posted September 29, 2020

Job Description

The Vice President, Marketing develops and executes marketing strategies and programs to enable continued brand growth and profitability across multiple channels. The position focuses on increasing brand relevance, growing brand engagement and driving traffic to in-store and off-premise channels. The VP, Marketing inspires the organization by identifying consumer opportunities and rallying the organization to address both long and short term opportunities through sharpened positioning of the brand as well as focused innovation.He/She serves as the expert on actionable consumer insights and the development of consumer focused strategies and tactical plans that drive sales and traffic momentum. The role will is accountable for calendaring the annual consumer plan to achieve sales, traffic and EBITDA objectives and is also accountable for developing strong cross functional teams across Ops and Marketing to ensure high levels of execution. The VP, Marketing will provide requirements for demand generation tools as well as lead the brand level execution of demand generation capabilities developed by Shared Services.
* Primarily accountable for reflecting the brand ambition/positioning/architecture in all elements of communication/marketing programs across all channels.
* Orchestrates and aligns Franchise organization around largest consumer facing opportunities and builds strong partnership with Operations to execute against opportunities at a high level.
* Leads strategic development of brand marketing plan and calendar to increase brand relevance, drive profitable sales, increase visitation, and create interest/excitement for the brand.
* Develops long range brand goals and objectives for domestic markets.
* Leads development of analysis of marketing programs and adjusts strategy and tactics to increase effectiveness.
* Develops and implements marketing and advertising strategies based on promotion, brand, and menu objectives.
* Monitors and analyzes performance of marketing initiatives for continual optimization.
* Provides strategic direction and maintains execution cadence for key national agencies.
25 percent
Brand Marketing
* Partners with cross-functional department leaders to ensure brand promise is delivered to all consumers (multi-channel)
* Provides strategic leadership and executional direction to the Franchise Marketing team.
* Collaborates with the Channels and International teams to approve marketing materials across the channels, build the brand, and increase revenue.
* Creates the national marketing calendar, including annual core pillars, key new product initiatives, system-wide promotions, and programs to increase sales.
* Accountable for ensuring national and local funds generate ROI above category benchmarks.
* Executes all marketing aspects of the brand's technology programs, in alignment with the frameworks of Shared Services (e.g., Loyalty program, digital menu boards, online and mobile ordering program, etc.).
* Partners with the marketing and creative teams to create marketing elements (e.g., media, digital, social, etc.) and local/franchisee
* Collaborates with the brand team and Shared Services to plan and conduct consumer and market research to identify opportunities for increased sales.
* Develops, manages, and has financial responsibility for the national brand marketing/advertising budget, oversees the planning and execution of the national marketing budget, and provides strategic direction for local marketing dollars.
* Plans the Ad Fund based on the centralized Ad Fund tool and is accountable to make sure all fees and invoices are allocated to the correct cost center with the Ad Fund tool, limiting any deviation between planned expense and actual.
25 percent
Product Development
* Partners with menu management/ culinary team members to lead the development of the consumer focused menu strategy, including menu platform development, product launches and/or Food Event Development.
* Oversees the culinary team to test and introduce new products, build existing menu platforms, and ensure quality.
* Collaborates with the international team on menu innovation.
15 percent
Public Relations and Social Media
* Develops, executes, and manages public relations (PR) and social media strategies, goals, objectives, and initiatives.
* Remains abreast and assesses industry trends, new platforms, and innovations.
* Directs PR and social media engagement across franchises, multi-channel, and international to harness the power of the PR and social communities (e.g., analyzing what people are saying, etc.), gain insights, and connect with customers, fans, and critics.
10 percent
Builds and Directs a High Functioning Team
* Recognizes and plans for inter-dependencies associated with Restaurant level execution of marketing and menu programs.
* Able to instill in team members the need for collaboration across Brand disciplines and Focus departments.
* Holds others accountable for conducting business in a legal and ethical manner while complying with policies, laws, and regulations related to business and employment.
* Oversees people processes and programs across the team to ensure talent for current and future needs by providing operational, functional, and technical leadership.
* Attracts, retains, and develops highly effective professionals and support staff.
* Cultivates a bench of leadership and talent to deliver results and support future growth.
* Determines work methods and directs the work of associates.
* Drives the establishment of performance goals and provides on-going feedback, coaching, and development to enhance the team's performance and capability, to facilitate open communication, and to encourage continuous performance improvement.
* Evaluates and determines the hiring, promotion, salary recommendations, and all employment-related decisions.
* Identifies individual and team skill gaps, developmental areas, and opportunities (e.g., training, special assignments, projects, etc.) to advance individual and team capability.
* Recognizes initiative, innovation, and work well done to create a positive work environment of excellence.
25 percent