Chick-fil-A
Marketing Director
Chick-fil-A, Smithfield, North Carolina, United States, 27577
The Marketing Director works closely with the Operator and other Directors to stay dedicated to aligning with the vision and core values of Gold Hospitality, protecting the culture and executing a level of excellence across all 5 critical success factors in the designated area. The role of the Marketing Director is to manage, implement, and execute effective strategies to grow sales and the brand through community relations. The Marketing Director primary tasks are focused on a marketing plan that supports the success of systems, processes and resources of three areas: Community Relations, Guest Communication and Building Sales.RequirementsEducation:
Bachelor’s Degree: A degree in marketing, business administration, communications, or a related field is typically required. Recent graduates should highlight relevant coursework, projects, or internships that align with marketing and business principles.Relevant Certifications: Certifications in marketing, digital marketing, or project management can be advantageous.Experience:
Marketing Experience: At least 1 year of experience in marketing or internship or campus involvement that provides hands-on experience in marketing, communications or related fields, preferably in the foodservice or retail industry. Experience should include both traditional and digital marketing strategies.Leadership Experience: Previous experience in a leadership or managerial role. Experience leading a team, managing budgets, and overseeing marketing campaigns is important.Skills:
Marketing Strategy: Strong understanding of marketing principles, including branding, advertising, social media, and customer engagement.Project Management: Ability to manage multiple projects simultaneously, with a focus on achieving marketing goals and deadlines.Analytical Skills: Proficiency in analyzing market trends, customer data, and campaign performance to make data-driven decisions.Communication Skills: Excellent verbal and written communication skills to effectively convey marketing messages and collaborate with team members and stakeholders.Creativity: Ability to develop innovative marketing campaigns that resonate with the target audience.Digital Marketing Proficiency: Knowledge of digital marketing tools and platforms, including social media.Technical Proficiency: Comfortable navigating and using various technology platforms, including cloud-based tools like Google Drive for file storage and collaboration.Design Skills: Ability to use Canva or similar platforms to create professional-looking designs, with a good sense of layout, color, and typography.Attention to Detail: Strong attention to detail when creating documents, spreadsheets, and designs, ensuring accuracy and consistency.Personal Qualities:
Alignment with Chick-fil-A Values: A commitment to the company's core values, including a strong customer service ethic and a focus on community engagement.Problem-Solving Skills: Ability to think critically and solve problems efficiently, particularly in a fast-paced environment.Adaptability: Flexibility to adapt to changing market conditions and the ability to pivot marketing strategies as needed.Additional Considerations:Community Involvement: Experience in community outreach or event planning, as Chick-fil-A places a strong emphasis on local community engagement.Budget Management: Experience managing a marketing budget effectively, ensuring a strong return on investment for marketing activities.Systems, Process and Resources of a Marketing DirectorBe knowledgeable and adhere to the Operational Standard, Brand Guardrails and VIS standards for all brand related marketing and communication to ensure the restaurant is on brand.Utilize the following tools:Pathway 2.0 as a training tool for Marketing and be proficient in the tool.Basecamp as a training tool to communicate to the team, house systems, processes and resources.The Studio as a tool for creative materials used for marketing and be proficient in the tool.Social Media Publisher tool to leverage social media platforms for Guest Communication.Proficient with Google Workspace and Canva.Plan:Strategically creates and implements a Yearly, Quarterly and Monthly Marketing Plan. Align Marketing Plan with the Yearly Campaign Calendar.Within guidelines provided by the Operator, prepare an annual marketing budget during Q4 of the prior year and oversee the stewardship of the marketing budget.Oversee the marketing schedule on Hotschedules and coordinate with scheduling needs with respective leaders handling operational scheduling needed.Leverage our 4 unique assets to develop emotional connections: Food, People, Cow and Influence.Ensure the Cows are being leveraged consistently and according to Chick-fil-A standards.Maintain cow costumes and outfits to protect our investment.Maintain and keep organized marketing closet, outside storage, and off site storage. Make sure marketing items aren’t left out cluttering the office.Community RelationsDevelop relationships with the community and schools with face-to-face visits, phone and email contact.Communicate with guests and partners in a professional and timely manner to grow our brand.Collaborate and proactively communicate with FOH and HOH directors to operationally prepare with food, supplies and staffing to deliver great experiences for any Community Relation events.Proactively seek opportunities to build the brand through spirit nights, donations, sponsorships, family nights and In-restaurant events.Spirit Nights - Proactively communicate with schools to schedule one spirit night per semester.Donations - Manage requests for donations (no cash donations) according to donation guidelines.Sponsorships - Manage requests and committed sponsorships.Family Nights - Execute at least one family night per quarter.In-restaurant events include collaborating with Leadership & Culture Director in executing team member appreciation events once a year.Ensure proactive communication with Operational Leaders.Supervise support team lead for catering for all pick-up and delivery orders.Create team for marketing events and ADPs to help create consistency and successful events.Manage deliveries within Outside Sales guidelines.Ensure necessary catering supplies are on hand for standard orders at all times.Collaborate with operational leaders by communicating proactively on sales growth channels so they are prepared with food, supplies and staffing to deliver great guest experiences.Proactively seek opportunities to grow sales through the following channels:Additional Distribution Points (ADP) - Work towards creating profitable ADP opportunities either by tent and table or our serve only trailer where we are in the surrounding communities at least once to twice a week.Catering - Actively promoting and seeking opportunities for catering.Suggestive Selling - Create direct sales contests for team members and secure and deliver prizes.Increase Transaction - Implement a plan to increase traffic to the restaurant.External Communication to GuestsSocial Media: Manages all social media accounts and responds to guest inquiries within 24 hours.Includes a social media plan within the Marketing Plan to effectively communicate with guests.Spotlight: Utilize the Spotlight tool to drive guest engagement and communicate events and marketing campaigns.In-store Marketing: Ensure POP material is current, enhance dining room experience with flowers on tables, ensure promotional items are in good condition and repair, maintain Community Board that aligns with the National Campaign, and update Marque at least once a campaign to align with the National Campaign.
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Bachelor’s Degree: A degree in marketing, business administration, communications, or a related field is typically required. Recent graduates should highlight relevant coursework, projects, or internships that align with marketing and business principles.Relevant Certifications: Certifications in marketing, digital marketing, or project management can be advantageous.Experience:
Marketing Experience: At least 1 year of experience in marketing or internship or campus involvement that provides hands-on experience in marketing, communications or related fields, preferably in the foodservice or retail industry. Experience should include both traditional and digital marketing strategies.Leadership Experience: Previous experience in a leadership or managerial role. Experience leading a team, managing budgets, and overseeing marketing campaigns is important.Skills:
Marketing Strategy: Strong understanding of marketing principles, including branding, advertising, social media, and customer engagement.Project Management: Ability to manage multiple projects simultaneously, with a focus on achieving marketing goals and deadlines.Analytical Skills: Proficiency in analyzing market trends, customer data, and campaign performance to make data-driven decisions.Communication Skills: Excellent verbal and written communication skills to effectively convey marketing messages and collaborate with team members and stakeholders.Creativity: Ability to develop innovative marketing campaigns that resonate with the target audience.Digital Marketing Proficiency: Knowledge of digital marketing tools and platforms, including social media.Technical Proficiency: Comfortable navigating and using various technology platforms, including cloud-based tools like Google Drive for file storage and collaboration.Design Skills: Ability to use Canva or similar platforms to create professional-looking designs, with a good sense of layout, color, and typography.Attention to Detail: Strong attention to detail when creating documents, spreadsheets, and designs, ensuring accuracy and consistency.Personal Qualities:
Alignment with Chick-fil-A Values: A commitment to the company's core values, including a strong customer service ethic and a focus on community engagement.Problem-Solving Skills: Ability to think critically and solve problems efficiently, particularly in a fast-paced environment.Adaptability: Flexibility to adapt to changing market conditions and the ability to pivot marketing strategies as needed.Additional Considerations:Community Involvement: Experience in community outreach or event planning, as Chick-fil-A places a strong emphasis on local community engagement.Budget Management: Experience managing a marketing budget effectively, ensuring a strong return on investment for marketing activities.Systems, Process and Resources of a Marketing DirectorBe knowledgeable and adhere to the Operational Standard, Brand Guardrails and VIS standards for all brand related marketing and communication to ensure the restaurant is on brand.Utilize the following tools:Pathway 2.0 as a training tool for Marketing and be proficient in the tool.Basecamp as a training tool to communicate to the team, house systems, processes and resources.The Studio as a tool for creative materials used for marketing and be proficient in the tool.Social Media Publisher tool to leverage social media platforms for Guest Communication.Proficient with Google Workspace and Canva.Plan:Strategically creates and implements a Yearly, Quarterly and Monthly Marketing Plan. Align Marketing Plan with the Yearly Campaign Calendar.Within guidelines provided by the Operator, prepare an annual marketing budget during Q4 of the prior year and oversee the stewardship of the marketing budget.Oversee the marketing schedule on Hotschedules and coordinate with scheduling needs with respective leaders handling operational scheduling needed.Leverage our 4 unique assets to develop emotional connections: Food, People, Cow and Influence.Ensure the Cows are being leveraged consistently and according to Chick-fil-A standards.Maintain cow costumes and outfits to protect our investment.Maintain and keep organized marketing closet, outside storage, and off site storage. Make sure marketing items aren’t left out cluttering the office.Community RelationsDevelop relationships with the community and schools with face-to-face visits, phone and email contact.Communicate with guests and partners in a professional and timely manner to grow our brand.Collaborate and proactively communicate with FOH and HOH directors to operationally prepare with food, supplies and staffing to deliver great experiences for any Community Relation events.Proactively seek opportunities to build the brand through spirit nights, donations, sponsorships, family nights and In-restaurant events.Spirit Nights - Proactively communicate with schools to schedule one spirit night per semester.Donations - Manage requests for donations (no cash donations) according to donation guidelines.Sponsorships - Manage requests and committed sponsorships.Family Nights - Execute at least one family night per quarter.In-restaurant events include collaborating with Leadership & Culture Director in executing team member appreciation events once a year.Ensure proactive communication with Operational Leaders.Supervise support team lead for catering for all pick-up and delivery orders.Create team for marketing events and ADPs to help create consistency and successful events.Manage deliveries within Outside Sales guidelines.Ensure necessary catering supplies are on hand for standard orders at all times.Collaborate with operational leaders by communicating proactively on sales growth channels so they are prepared with food, supplies and staffing to deliver great guest experiences.Proactively seek opportunities to grow sales through the following channels:Additional Distribution Points (ADP) - Work towards creating profitable ADP opportunities either by tent and table or our serve only trailer where we are in the surrounding communities at least once to twice a week.Catering - Actively promoting and seeking opportunities for catering.Suggestive Selling - Create direct sales contests for team members and secure and deliver prizes.Increase Transaction - Implement a plan to increase traffic to the restaurant.External Communication to GuestsSocial Media: Manages all social media accounts and responds to guest inquiries within 24 hours.Includes a social media plan within the Marketing Plan to effectively communicate with guests.Spotlight: Utilize the Spotlight tool to drive guest engagement and communicate events and marketing campaigns.In-store Marketing: Ensure POP material is current, enhance dining room experience with flowers on tables, ensure promotional items are in good condition and repair, maintain Community Board that aligns with the National Campaign, and update Marque at least once a campaign to align with the National Campaign.
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