Director, Brand Marketing Jamba
Job Summary
The Director, Brand Marketing leads the execution of the integrated Brand marketing strategy to achieve the sales and profit goals in a manner that continually enhances the Brand and its market share. This position collaborates cross-functionally and with external partners to implement and monitor the effectiveness of media, social, national promotions, campaigns & events, communications and LSM initiatives to optimize the franchisee and customer experience and to drive profitability.
About the Role
This position has accountability for the marketing strategic plan, brand positioning & creative, budget, media & promotion performance optimization, by providing the leadership, direction and support needed to achieve the teams' objectives.
Essential Functions
Relationship Management: Builds effective working relationships with franchisees, cross-functional teams and vendors to translate National Marketing strategic plans into collaborative action. Fosters 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 Marketing services and/or support. Oversees 3rd party relationships to manage expectations, provide timely feedback, and maximize cost efficiency, quality, timeliness, and the responsiveness needed to supports the Brand’s marketing & media initiatives.
Media & Program Execution and Metrics: Establishes and drives end-to-end integrated marketing calendar and media plans which deliver on Brand revenue goals and support profitable growth. Leads execution of the overall Brand marketing plans, promotions, calendar, projects and initiatives, continually improving results to grow the business. Develops the strategy, customer segmentation, and briefs to drive integrated Media plans developed in collaboration with Agency, and focused on measurable ROAS, engagement and profit metrics. Continually evaluate, test, and rollout new media partners, keeping up with digital trends and proving ROI. Oversees the development and execution of LSM support initiatives and grassroots programs designed to drive local market engagement, strengthen community connections, and increase brand awareness and guest traffic. Monitor financial results - including digital funnel and engagement metrics to inform continuous improvement to meet objectives. Measures, monitors and reports on the effectiveness of marketing’s efforts (e.g., national campaigns, testing, 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. Provides input on the Development and/or presents of communications and presentations on the progress and impact of marketing efforts for internal leadership, franchisees and external parties.
Strategy, Planning & Menu: Leads brand strategy, positioning, and value proposition, informed by analytics & consumer insights. Champions and expedites 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. Manages and effectively allocated Brand Marketing budget, across all channels, partners, and resources. Leads Participates in the menu development stage gate process, including innovation, LTO’s, core menu, and partnerships, leading with research and insights from Loyalty customers and broader consumers to continue to grow the brand and create sustainable competitive differentiation while growing check size. Effectively translates into the broader integrated marketing strategy. Participates in reviews and analysis of competitive pricing to make and execute pricing strategy recommendations.
Holds others accountable for conducting business in a legal and ethical manner while complying with policies, laws, and regulations related to business and employment. Models leadership behaviors and builds positive team culture. 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.
Education
Bachelor's Degree in marketing, public relations, communications, business, advertising, or other related field of study preferred, Required. Master's Degree, Preferred.
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 including budget management, Required.
Retail, direct to consumer, restaurant, or food and beverage experience, Req.
Product Development experience – menu or goods & services, Pref.
Digital Media planning & measurement at enterprise scale, Pref.
Skills
Ability to analytically/statistically evaluate media, marketing effectiveness, overall sales and competitive trends.
Knowledge of developing and executing marketing 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.
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.
Certifications
May be required to travel up to 25% of the time.