Brand Marketing Manager (Cinnabon)

Job Summary Cinnabon is one of America’s most loved and recognized treat brands, and our growth agenda is about giving guests more reasons to visit, more often. The Brand Marketing Manager role serves as a business leader and brand steward responsible for identifying growth opportunities and translating brand strategies into actionable initiatives. This is a hands-on role that combines brand strategy with in-bakery execution. The Brand Marketing Manager analyzes business performance and consumer insights to help shape the marketing calendar of LTOs, cultural moments and loyalty brand days, and brings the brand lens to new product launches in partnership with Menu Innovation. The Brand Marketing Manager owns in-bakery marketing from end to end, from creative briefs and photo shoots to POP, menu boards and deployment across Cinnabon’s network of mall bakeries, kiosks, travel centers, airports and co-branded locations. Working closely with Integrated Marketing Communications (IMC), Operations and franchisees, the Brand Marketing Manager helps ensure every campaign is cohesive, on-brand and built to drive business results. Essential Functions Brand Strategy Stewardship Ensure marketing initiatives align with growth strategy, brand positioning and audience persona.Contribute brand, consumer and performance insights to recommendations on positioning, pricing, value and portfolio strategy. Support long-range strategic planning sessions and annual marketing planning.National Calendar DevelopmentPartner with Director Brand Marketing to build the annual brand calendar of loyalty brand days, brand and cultural/holiday moments, including offer constructs and loyalty mechanics that drive repeat visits.Partner with Brand Channels Manager to integrate initiatives that expand access through delivery, catering and online ordering.Partner with Local Marketing Manager to translate national campaigns into local opportunities.Business Performance ManagementTrack sales, traffic, average check and profitability by venue type (mall, non-traditional, co-branded) to identify key trends, performance gaps and growth opportunities.Translate business performance into actionable recommendations and business impact. Understand franchisee unit level economics and assess how marketing programs affect bakery operational complexity, margin, and profitability. Support Director Brand Marketing partnering with Finance and Analytics to design test-and-learn programs with clear success criteria and lead post-program analysis, applying key learnings to future programs.Support bi-weekly, monthly and quarterly business reviews.Consumer, Category & Competitive Insights Analyze consumer research, guest experience data and marketplace trends to inform brand and marketing decisions, with a focus on barriers that keep brand love from turning into visits.Monitor competitor pricing, LTOs, flavor rotations, value offers and promotions across the sweet treat, bakery and specialty beverage set and identify brand recommendations.Assist Director Brand Marketing with evaluation and activation of brand partnerships and collaborations based on brand fit, consumer relevance and business objectives.Menu Innovation Partnership Partner with Menu Innovation Manager to bring consumer insights and brand lens to new products, including LTO and core menu platforms, from concept through test.Provide brand and marketing input on business cases and support Menu Innovation Manager with coordinating launch readiness efforts across functions.Assist with post-launch performance tracking and share out of learnings. In-Bakery MarketingOwn the development and execution of POP and menu board materials supporting campaigns and brand initiatives, adapting programs across Cinnabon’s formats (mall bakeries, kiosks, travel and co-branded units) and their differing footprints and constraints.Brief creative teams and review materials for brand alignment, product accuracy, pricing and legal requirements. Manage production, budgets, pack-out schedules and on-time deployment of marketing materials.Partner with Operations and Training to develop clear franchisee communications outlining campaign, POP, menu board timing, materials and execution requirements. Production & Shoot Support Coordinate in-bakery and product shoots from planning through final asset delivery, including timelines, budgets and production needs.Attend shoots to ensure brand standards, product accuracy, craveable yet realistic food styling and visual guidelines are upheld.Manage post-production, including selects, retouching and final asset delivery. Campaign Development Partnership with IMC Provide strategic inputs into business briefs, including business objectives, target consumer, product priorities and key messaging. Review creative and campaign elements for strategic and brand alignment. Ensure the in-bakery experience is integrated with and reinforces the broader campaign.Partner with IMC director and growth team pod (e.g., social, PR, digital, paid media, loyalty, etc.) to ensure Cinnabon’s brand voice and business priorities are reflected in integrated campaign plans and supporting initiatives.Franchisee EngagementGather and evaluate franchisee feedback to strengthen brand initiatives and improve execution. Support Franchise Advisory Council meetings and presentations.Assist in coordination of franchisee-facing marketing communications. Education Bachelor's Degree in Marketing, Advertising, Business, Communications, or related field required. Equivalent work experience will also be considered. MBA preferred. Work Experience 4+ years of relevant experience in marketing, brand management, category management, agency account management or consulting. Experience analyzing business performance, consumer insights and marketplace trends, and turning findings into actionable recommendations. Experience developing and executing integrated marketing programs in partnership with creative, media or agency teams. Experience managing print, POP or creative production, including vendors, timelines and budgets. Experience managing an LTO or promotional calendar.Proven ability to lead cross-functional initiatives and manage multiple projects, timelines and priorities at once. Experience building polished, leadership-ready presentations that turn complex information into clear, compelling stories for executive and franchisee audiences. Experience in restaurant, retail, CPG or another consumer-facing business preferred; multi-unit franchise, treat/snack category experience a plus. Skills Required Strong analytical thinking and problem-solving skills. Business and financial acumen. Strong communication and presentation skills. Ability to influence and build alignment across functions and levels without direct authority. Strong organizational skills, with the ability to keep many deadlines on track in a fast-paced environment. Sound judgment with the ability to balance brand, consumer and business needs. Preferred Strategic planning exposureKnowledge of franchise business models and unit economicsStrong cultural radar, with the ability to spot emerging trendsExperience leading brand collaborations or licensed partnerships activationCertificationsTravel Requirement May be required to travel up to 25% of the time