Dir, Int’l Brand Marketing

About the Role

The Director, International Brand Marketing leads brand strategy development for multiple brands (2+) from insight to execution, owning calendar planning and execution of integrated brand plans. This includes oversight of cross-functional brand initiatives that impact comparable sales, such as store redesigns and crew incentives. The role tracks brand performance and P&L via scorecards and works across multiple markets/countries to deliver core and localized plans for strategic, larger franchisees.

The Director collaborates with domestic brands, functions, agencies, and suppliers to ensure brand standards are met and to implement and monitor the effectiveness of integrated marketing campaigns. The role also identifies, grows, and supports new platforms for franchisees, such as digital, loyalty, and off-premise initiatives.

Responsibilities

• Strategy & Planning
  • Lead brand strategy, positioning, and value proposition informed by analytics and consumer insights.
  • Champion and expedite innovative strategies to achieve sales, transactions, and marketing goals by monitoring market and competitive conditions, customer experience data, and program results.
  • Manage and allocate the Brand Marketing budget across all channels, partners, and resources.
• Manages Multiple Brands and Markets
  • Directly manage 2+ brands for international growth and expansion.
  • Work with franchisees in larger, strategic markets to drive localization efforts (menu, marketing, promotion, off-premise, etc.).
  • Track brand performance/P&L and publish a monthly scorecard to drive visibility of sales, traffic, and marketing initiative results.
• National Calendar, Media & Program Execution and Metrics
  • Establish and drive end-to-end integrated marketing calendar and media plans to deliver on Brand revenue goals and support profitable growth.
  • Lead cross-functional partners and internal creative teams in executing Brand marketing plans, promotions, calendar, projects, and initiatives to continually improve results.
  • Develop strategy and briefs to drive integrated media plans in collaboration with internal COEs and agencies, focusing on measurable sales, ROAS, engagement, and profit metrics.
  • Measure, monitor, and report on the effectiveness of marketing efforts (campaigns, partnerships, activations, 3rd party agreements, etc.) against key metrics to identify adjustments needed.
  • Provide input on communications and presentations regarding 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 consistent communication with cross-functional teams to discuss needs, encourage engagement, and address service-level agreement issues.
  • Oversee external relationships to manage expectations, provide timely feedback, and maximize cost efficiency, quality, timeliness, and responsiveness for marketing and media initiatives.
• Directs a Cross-Functional Team
  • Model leadership behaviors and build a positive team culture.
  • Provide functional leadership and direct the work of associates to drive performance goals.
  • Drive the establishment of performance goals and provide ongoing feedback, coaching, and development to enhance team performance.
  • Recognize initiative, innovation, and work well done to create a positive work environment.
  • Hold others accountable for conducting business in a legal and ethical manner while complying with policies, laws, and regulations.

Requirements

• Bachelor's Degree in marketing, public relations, communications, business, advertising, or a related field (required).
• Master's Degree (preferred).
• 8+ years developing and executing marketing plans/programs (required).
• 5+ years successfully leading a team to achieve its goals (required).
• 3+ years managing the 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 and media plans across multiple platforms and channels.
• Ability to create and coordinate detailed, integrated programming plans, marketing calendars, messages, and communication.
• Complex problem-solving combined with strategic decision-making and business acumen.
• Ability to assess situations, provide counsel, and engage others in solutions while considering the best interests of all parties.
• Ability to develop and maintain positive business relationships with franchisees, vendors, and other departments to foster mutual respect, trust, and collaboration.
• Ability to model leadership behaviors and build a positive team culture.
• Ability to mentor, motivate, and guide staff toward achieving goals, drive accountability, and provide constructive feedback.
• Ability to adapt and adjust planned work through analyzing demands, competing priorities, and tight deadlines.
• 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 (internal and external) in a timely manner.
• Proficient in Microsoft Office Suite.

Travel may be required up to 25% of the time.