The Brand Manager (BM) is responsible for the development of all system wide campaigns, from ideation to full launch. This will include the national marketing calendar primary messaging and messaging specific to dayparts and occasions the brand targets for expansion. The Brand Manager will also be involved in supporting product development, as needed.
Key Performance Elements/Essential Functions
PRINCIPAL DUTIES AND RESPONSIBILITIES:
Achieving Business Objectives: Build brand equity/loyalty, drive sales and traffic and deliver great guest experience across all communication touch-points. Ability to align and convince all levels of leadership of plans, executions, and tactics.
Insight Development: Leverage tools to identify trends in Guest behavior to capitalize on opportunities. Monitor the short and long-term health of the brand by translating insights into action plans. Conduct in-depth market and brand analysis to fully understand business performance and enable the development of brand growth strategy. Maintain full understanding of the competitive environment to assess impact on business. Identify research needs and can mine results to discover opportunities.
Strong Analytics Responsible for utilizing a diverse set of information and data to develop recommendations for program/campaign development. Not using Pivot Tables and advanced Excel functions in a day would be like not breathing for a day. Charts and tables are preferred to pretty pictures.
Creativity Develop multiple possible program directions based on insights, data points, and alignment with company strategy. Ability to use the insights from charts and tables to develop great creative direction/strategy.
Project Management and Execution
Agency Management/Creative Development Responsible for ensuring strong partnerships with our Agency partners while holding them accountable to delivery against agreed upon scopes of work & costs. BM will also work with agencies to ensure all marketing team members are clear on timing, deliverables and objectives for all creative supporting the brand manager's marketing programs/projects.
Franchise Business Unit Support: Provide Franchise partners specific information within all marketing initiatives and development of new programs to gain their alignment to all programs and campaigns.
Drive Company and Cross Functional Alignment
General Duties: Assists with overall marketing department goal planning, strategy and strategic initiatives and calendar planning. Assist in the preparation and presentation of requested operation meetings &/or to franchisees when needed.
4-6 years' experience in restaurant, food, or beverage industry as it relates to Brand Marketing.
Must have experience interpreting and analyzing Consumer Research and have a good understanding of testing methodologies
High familiarity with brand development planning, innovation and creative ideation processes
Strong experience with sales and data analysis
A demonstrated ability to execute strategic plans against required timeframes and to deliver desired results
Takes initiative, ability to set goals and entrepreneurial
History of demonstrated success in the brand strategy and innovation development
Must have experience managing diverse cross-functional team
Has excellent interpersonal, written and communication skills
Organized and able to manage multiple priorities
Positive energy to effectively represent brand internally and externally
Flexibility with the ability to adapt to changing priorities in a fast-paced environment
On The Border