Director, Brand Marketing

Job Summary

The Director, Brand Marketing, supporting our Co-Branding efforts, leads the development and execution of co-branded concepts to achieve the sales and profit goals in a manner that continually enhances the Brands (combinations of Auntie Anne’s, Cinnabon, Jamba and Carvel) and market share. This position collaborates with brand leaders and cross-functionally to support portfolio priorities, the menu initiatives and innovation roadmap, go-to-market plan, communications, and initiatives to optimize the franchisee and customer experience and to drive profitability and guest traffic on behalf of co-brand locations.

About the Role

Supports the ongoing enhancement of the digital guest experience across owned channels including app, loyalty, web, and email, helping execute initiatives designed to improve usability, engagement, and overall customer experience. Partners with cross-functional teams to support initiatives focused on customer engagement, retention, and improving the overall digital experience across co-brand concepts.

Responsibilities

• Develops and executes co-brand marketing plans, monitors promotion performance, and supports digital/off-premise acceleration by providing the leadership, direction and support needed to achieve the teams' objectives.
• Leverages co-brand technology and platforms for co-branded concepts including OLO, Loyalty, deliver, website, CRM with support of Integrated Plans Director).
• Utilizes customer insights, business performance data, and operational feedback to help inform recommendations and support decision-making related to co-brand initiatives and guest experience improvements.
• Develops the owned digital marketing calendar in partnership with the brand marketing director to ensure digital tactics are aligned to support overall campaign strategy.
• Supports third-party delivery promotional efforts by helping coordinate offers, reviewing performance results, and identifying opportunities to improve effectiveness and guest engagement.
• Works collaboratively with Operations, Training and internal digital and IT shared services to promote high levels of execution.
• Establishes and drives end-to-end integrated marketing calendar that deliver on Brand revenue goals and support profitable growth.
• Leads execution of the overall marketing plans and manages creative content development and execution including menu boards, POP, marketing channels.
• Makes and executes pricing strategy recommendations and participates in reviews and analysis of competitive pricing.
• Partners with brand teams to help develop and optimize standard menu offerings for co-brand locations, incorporating guest preferences, daypart opportunities, and operational considerations to support the needs of different store formats.
• Oversees local store marketing efforts in partnership with the Field Marketing Manager (FMM), helping ensure marketing initiatives are effectively executed at the local level to support brand awareness and traffic growth.
• Guides local store marketing initiatives by working with franchisees to execute approved marketing programs and optimize local marketing spend to drive awareness and guest engagement within their communities.
• Maintains and collaborates with franchisees and field teams to identify opportunities that improve program effectiveness and support overall business performance at the local level.
• Manages creative content development and execution including menu boards, POP, marketing channels.
• Makes and executes pricing strategy recommendations and participates in reviews and analysis of competitive pricing.
• Partners with brand teams to help develop and optimize standard menu offerings for co-brand locations, incorporating guest preferences, daypart opportunities, and operational considerations to support the needs of different store formats.
• Oversees local store marketing efforts in partnership with the Field Marketing Manager (FMM), helping ensure marketing initiatives are effectively executed at the local level to support brand awareness and traffic growth.
• Guides local store marketing initiatives by working with franchisees to execute approved marketing programs and optimize local marketing spend to drive awareness and guest engagement within their communities.
• Maintains and collaborates with franchisees and field teams to identify opportunities that improve program effectiveness and support overall business performance at the local level.

Requirements

• Bachelor's Degree, Bachelor's degree in marketing, public relations, communications, business, advertising, or other related field of study preferred, PrefMaster's Degree, Pref
• Work Experience 8+ years developing and executing marketing plans/programs, Required5 years successfully leading a team to achieve its goals, Required3 years managing integration of all categories of marketing, Required
• Restaurant, food and beverage, retail or direct to consumer experience, Required
• Product Development 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