VP, International Marketing

Job Summary

The SVP of International Marketing leads all aspects of marketing, including the development and execution of marketing plans, strategies, and programs to enable continued international growth and profitability. This position leads a team responsible for implementing international marketing plans and initiatives and defining consumer insights, as well as providing marketing expertise and recommendations to field marketers.

About the Role

Works with International’s senior leadership team to define the group’s strategic objectives and plan. Partners with FOCUS Brand Marketing teams to translate the Group’s objectives into marketing related goals, priorities, strategies, and plans to drive International growth in a manner that aligns with FOCUS Brands concepts. Works with regional teams to define necessary marketing and advertising budget and resourcing needed to effectively support planned openings, projected sales, and enhanced products and innovation. Assists FOCUS Brands Marketing team with brand architecture development and positioning internationally.

Essential Functions

• Strategy Development and Alignment
• Works with International’s senior leadership team to define the group’s strategic objectives and plan.
• Partners with FOCUS Brand Marketing teams to translate the Group’s objectives into marketing related goals, priorities, strategies, and plans to drive International growth in a manner that aligns with FOCUS Brands concepts.
• Works with regional teams to define necessary marketing and advertising budget and resourcing needed to effectively support planned openings, projected sales, and enhanced products and innovation.
• Assists FOCUS Brands Marketing team with brand architecture development and positioning internationally.

• Strategic Prioritization and Execution
• Led the effective execution of a comprehensive marketing plan by partnering and leveraging FOCUS Marketing teams and the field marketing teams to drive FOCUS Brands overall market penetration and value.
• Develops and oversees the implementation of advertising strategies in response to product objectives; partners with FOCUS Brands’ Market team to develop and implement international brand marketing/advertising plan and budget.
• Oversees the implementation and management of regional promotional calendars to drive key new product initiatives, system-wide promotions, and programs to increase sales.
• Directs team and field marketers to strategically leverage internal Creative Services department and external agencies to create all marketing elements (e.g., TV, Digital, Social, Radio, OOH, POP, local/franchisee art requests).
• Oversees the implementation, and management of marketing policies, procedures, practices, processes, and legal reviews to ensure alignment with FOCUS Brands marketing teams, to optimize marketing spend, and to drive brand value and penetration.

• Reporting and Consumer Analytics/Insights
• Reviews reports, analysis, and status updates on marketing programs and Franchise Partnership performance to identify trends and make specific marketing/advertising recommendations to improve performance.
• Plans and oversees marketing support needed to make transition.
• Oversees the planning and implementation of consumer and market research to identify insights and opportunities to enhance the customer experience and increase sales.
• Serves as a champion and expert on marketing FOCUS Brands portfolio in international markets.
• Maintains memberships and leadership roles in professional organizations associated with relevant industry and marketing organizations to gather competitive intelligence on effective international franchising marketing.

• Product Resolution and Innovation
• Partners with FOCUS Brands marketing teams and the International team to ensure brand promise and quality products are delivered to consumers across all regions.
• Develops and monitors a process to gather, prioritize, expedite, and follow up on franchise submissions of products issues that require support from the FOCUS Brands teams.
• Oversees FOCUS Brands’ culinary development of the international menu strategies related to new product launches and/or Limited Time Offers to ensure they are culturally acceptable while maintaining the integrity of the brand.
• Builds and Directs a High Functioning Team
• 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.
• Holds others accountable for conducting business in a legal and ethical manner while complying with policies, laws, and regulations related to business and employment.
• 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.

Skills

• Expertise in international and local traditional and digital media planning and implementation.
• Ability to quickly identify and articulate a brand’s value.
• Communication skills that effectively communicate advanced concepts, insights, and recommendations in a compelling manner to various audiences (written, verbal, and presentations).
• Strategic and fast-paced thinker who quickly establishes and maintains credibility and trust.
• Negotiation skills with ability to influence others to identify and create “win-win” partnerships.
• Strategic planning skills with strong business and financial acumen.
• Planning, organizing, and follow-up skills, with the ability to prioritize, delegate, and manage multiple projects with sensitive deadlines and changing environments.
• Talent management and development skills that create a highly effective and motivated team.
• Possesses a high degree of drive with a proven track record of achieving results.
• Knowledge of cultural and linguistic issues that must be addressed when working internationally.
• Knowledge of country-specific requirements (e.g., standards and/or markets) as they relate to Focus Brand franchises.
• Proficiency in Microsoft Word, Excel, PowerPoint.
• Ability to travel 30% of the time, including extensive international travel.