FOCUS Brands
Director, Brand Marketing - Cinnabon
FOCUS Brands, Atlanta, Georgia, United States, 30383
Essential Functions
Strategy, Planning & Menu
Lead brand strategy, positioning, and value proposition, informed by analytics & consumer insights.Champion and expedite 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.Manage and effectively allocate Brand Marketing budget, across all channels, partners, and resources.Partner on the menu development stage gate process, including platform innovation, LTO's, core menu, and product partnerships, leading with research and insights to create sustainable competitive differentiation that drives guest frequency and check size growth.Participate in reviews and analysis of competitive pricing to make and execute pricing strategy recommendations.
National Calendar, Media & Program Execution and Metrics
Establish and drive end-to-end integrated marketing calendar and media plans which deliver on Brand revenue goals and support profitable growth.Lead execution of the overall Brand marketing plans, promotions, calendar, projects and initiatives, continually improving results to grow the business.Develop the strategy, customer segmentation, and briefs to drive integrated Media plans developed in collaboration with internal functional COE's and agencies, and focused on measurable sales/transactions, ROAS, engagement and profit metrics. Continually evaluate, test, and rollout new media partners, keeping up with digital trends and proving ROI.Monitor financial results - including digital funnel and engagement metrics to inform continuous improvement to meet objectives.Measure, monitor and report 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.Provide input on the development of communications and presentation on the progress and impact of marketing efforts for internal leadership, franchisees and external parties.
Digital Marketing Strategy & Planning
Partner with Loyalty/CE and Digital Center of Excellence teams on strategies to acquire new guests, drive frequency, and recover lapsed guests. Co-own development and management of the digital customer journey across all owned channels including app/web, loyalty, and email with clear performance expectations and KPIs.Collaborate with Digital Center of Excellence to continuously evaluate and identify new and innovative digital features and UX experience needs that improve digital guest journeys. Develop multi-year roadmaps to drive digital adoption across owned channels including app/web & loyalty.Lead the development of the owned digital marketing calendar and digital merchandising tactics to ensure digital channels are aligned to support overall brand and campaign strategy.Develop 3PD strategy to help acquire new guests and convert 3PD guests to our owned channels. Advises on 3PD promotions, sets KPIs and measure campaign success.Work collaboratively with Operations, Training and internal Digital and Retail IT shared services to promote high levels of execution.
Relationship Management
Build effective working relationships with cross-functional teams, vendors, and franchisees to translate national marketing strategic plans into collaborative action.Foster 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 service level agreements.Oversee external relationships to manage expectations, provide timely feedback, and maximize cost efficiency, quality, timeliness, and the responsiveness needed to support the brand's marketing & media initiatives.
Builds and Directs a High Functioning Team
Model leadership behaviors and build positive team culture.Provide functional leadership and direct work of associates to drive performance goals.Drive establishment of performance goals and provide on-going feedback, coaching, and development to enhance team performance and capability, to facilitate open communication, and to encourage continuous performance improvement.Oversee people processes and programs, attracting, retaining, and developing effective professionals and support staff to cultivate a bench of talent for current and future needs.Evaluate and determine 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.Holds others accountable for conducting business in a legal and ethical manner while complying with policies, laws, and regulations related to business and employment.
Job Summary
The Director, Brand Marketing partners with VP to support brand strategy development and calendar planning, and leads execution of the integrated brand marketing, menu innovation & digital marketing plans to achieve sales and profit goals in a manner that continually enhances brand relevance, consumer engagement, and market share. This position collaborates cross-functionally and with external partners to implement and monitor the effectiveness of integrated marketing campaigns & events, national promotions, paid/earned/owned media, menu innovation, and initiatives to optimize the franchisee and guest experience to drive store traffic and profitability. This position has accountability for the marketing strategic plan, media & promotion performance optimization, menu innovation pipeline, and digital/off-premise acceleration by providing leadership, direction and support needed to achieve the teams' objectives. He/she will also serve as a lead responsible for partnering with functional centers of excellence (COE's) to drive customer acquisition, growing guest frequency and regaining lapsed guests by creating best in class digital experiences through loyalty & off premise programs including loyalty rewards, online ordering, third-party delivery, and catering.
Education
Bachelor's Degree in marketing, public relations, communications, business, advertising, or other related field of study preferred, RequiredMaster's Degree, PrefWork 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, RequiredRestaurant, food and beverage, retail or direct to consumer experience, RequiredNew product innovation experience - menu or goods & services, PreferredExperience leveraging digital media, promotions and public relations to drive results, PreferredSkills & Abilities
Ability to evaluate media analytically/statistically, marketing effectiveness, overall sales and competitive trendsKnowledge of developing and executing marketing & media plans across multiple platforms and channelsAbility to create and coordinate detailed, integrated programming plans, marketing calendaring, messages, and communicationComplex 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 partiesAbility 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 collaborationAbility to model leadership behaviors and build a positive team cultureAbility 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 doneAbility to adapt and adjust planned work through analyzing work demands, competing priorities, and tight deadlines within parameters of the organizational structure, processes, systems, and policiesAbility to create and deliver presentations to key stakeholders in a relevant and compelling mannerAbility to anticipate and respond to the needs of stakeholders (e.g, internal and external) in a timely mannerProficient in Microsoft Office Suite
Strategy, Planning & Menu
Lead brand strategy, positioning, and value proposition, informed by analytics & consumer insights.Champion and expedite 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.Manage and effectively allocate Brand Marketing budget, across all channels, partners, and resources.Partner on the menu development stage gate process, including platform innovation, LTO's, core menu, and product partnerships, leading with research and insights to create sustainable competitive differentiation that drives guest frequency and check size growth.Participate in reviews and analysis of competitive pricing to make and execute pricing strategy recommendations.
National Calendar, Media & Program Execution and Metrics
Establish and drive end-to-end integrated marketing calendar and media plans which deliver on Brand revenue goals and support profitable growth.Lead execution of the overall Brand marketing plans, promotions, calendar, projects and initiatives, continually improving results to grow the business.Develop the strategy, customer segmentation, and briefs to drive integrated Media plans developed in collaboration with internal functional COE's and agencies, and focused on measurable sales/transactions, ROAS, engagement and profit metrics. Continually evaluate, test, and rollout new media partners, keeping up with digital trends and proving ROI.Monitor financial results - including digital funnel and engagement metrics to inform continuous improvement to meet objectives.Measure, monitor and report 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.Provide input on the development of communications and presentation on the progress and impact of marketing efforts for internal leadership, franchisees and external parties.
Digital Marketing Strategy & Planning
Partner with Loyalty/CE and Digital Center of Excellence teams on strategies to acquire new guests, drive frequency, and recover lapsed guests. Co-own development and management of the digital customer journey across all owned channels including app/web, loyalty, and email with clear performance expectations and KPIs.Collaborate with Digital Center of Excellence to continuously evaluate and identify new and innovative digital features and UX experience needs that improve digital guest journeys. Develop multi-year roadmaps to drive digital adoption across owned channels including app/web & loyalty.Lead the development of the owned digital marketing calendar and digital merchandising tactics to ensure digital channels are aligned to support overall brand and campaign strategy.Develop 3PD strategy to help acquire new guests and convert 3PD guests to our owned channels. Advises on 3PD promotions, sets KPIs and measure campaign success.Work collaboratively with Operations, Training and internal Digital and Retail IT shared services to promote high levels of execution.
Relationship Management
Build effective working relationships with cross-functional teams, vendors, and franchisees to translate national marketing strategic plans into collaborative action.Foster 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 service level agreements.Oversee external relationships to manage expectations, provide timely feedback, and maximize cost efficiency, quality, timeliness, and the responsiveness needed to support the brand's marketing & media initiatives.
Builds and Directs a High Functioning Team
Model leadership behaviors and build positive team culture.Provide functional leadership and direct work of associates to drive performance goals.Drive establishment of performance goals and provide on-going feedback, coaching, and development to enhance team performance and capability, to facilitate open communication, and to encourage continuous performance improvement.Oversee people processes and programs, attracting, retaining, and developing effective professionals and support staff to cultivate a bench of talent for current and future needs.Evaluate and determine 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.Holds others accountable for conducting business in a legal and ethical manner while complying with policies, laws, and regulations related to business and employment.
Job Summary
The Director, Brand Marketing partners with VP to support brand strategy development and calendar planning, and leads execution of the integrated brand marketing, menu innovation & digital marketing plans to achieve sales and profit goals in a manner that continually enhances brand relevance, consumer engagement, and market share. This position collaborates cross-functionally and with external partners to implement and monitor the effectiveness of integrated marketing campaigns & events, national promotions, paid/earned/owned media, menu innovation, and initiatives to optimize the franchisee and guest experience to drive store traffic and profitability. This position has accountability for the marketing strategic plan, media & promotion performance optimization, menu innovation pipeline, and digital/off-premise acceleration by providing leadership, direction and support needed to achieve the teams' objectives. He/she will also serve as a lead responsible for partnering with functional centers of excellence (COE's) to drive customer acquisition, growing guest frequency and regaining lapsed guests by creating best in class digital experiences through loyalty & off premise programs including loyalty rewards, online ordering, third-party delivery, and catering.
Education
Bachelor's Degree in marketing, public relations, communications, business, advertising, or other related field of study preferred, RequiredMaster's Degree, PrefWork 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, RequiredRestaurant, food and beverage, retail or direct to consumer experience, RequiredNew product innovation experience - menu or goods & services, PreferredExperience leveraging digital media, promotions and public relations to drive results, PreferredSkills & Abilities
Ability to evaluate media analytically/statistically, marketing effectiveness, overall sales and competitive trendsKnowledge of developing and executing marketing & media plans across multiple platforms and channelsAbility to create and coordinate detailed, integrated programming plans, marketing calendaring, messages, and communicationComplex 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 partiesAbility 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 collaborationAbility to model leadership behaviors and build a positive team cultureAbility 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 doneAbility to adapt and adjust planned work through analyzing work demands, competing priorities, and tight deadlines within parameters of the organizational structure, processes, systems, and policiesAbility to create and deliver presentations to key stakeholders in a relevant and compelling mannerAbility to anticipate and respond to the needs of stakeholders (e.g, internal and external) in a timely mannerProficient in Microsoft Office Suite