Dine Brands
Manager, Marketing Off-Premise (Applebee's)
Dine Brands, Pasadena, California, United States, 91122
Based in Pasadena, California, Dine Brands Global, Inc. (NYSE: DIN), through its subsidiaries, franchises restaurants under Applebee's Neighborhood Grill + Bar®, IHOP® and Fuzzy's Taco Shop® brands. With over 3,500 restaurants combined in 18 countries and 354 franchisees as of December 31, 2023, Dine Brands is one of the largest full-service restaurant companies in the world. For more information on Dine Brands, visit the Company's website located at www.dinebrands.com.
We are excited to bring together two of our most beloved restaurant brands under one roof, Applebee's and IHOP. The Manager, Field Marketing will develop data-driven marketing strategies and foster strong franchisee partnerships that drive profitable sales and traffic growth. They will serve as the brand champion in cascading information pertaining to national marketing strategic plans and is responsible for successfully garnering franchisee support for national initiatives. Additionally, this individual creates and implements DMA-level marketing and media plans designed to drive profitable traffic and sales in assigned markets, plus assists franchisees in the development of trade area marketing plans. The Field Marketing Manager works collaboratively as part of an integrated team that includes members from Operations, Marketing, and Training departments.
The Manager, Marketing Off Premise, is responsible for leading the cross functional implementation of Off Premise sales driving program initiatives to include native channel, third party delivery, catering, and virtual brand programs.
Responsibilities:
Collaborates with Marketing to incorporate digital opportunities within brand communications and product development.
Develops menu, pricing, and promotions initiatives to build delivery and online ordering sales, profitability and guest counts. Maintains effective cost controls in support of these initiatives and all promotions with Third-Party partners.
Maintains a promotional calendar informed by a test and learn approach and aligned to through the Applebee's Councils.
Organizes and drives day-to-day progress of programs regarding schedule, budget and scope.
Works with internal teams to conduct ongoing customer research to monitor quality of delivery and online orders.
Remains current on industry trends through training, seminars, and research.
Manages listing copy, creative across all digital platforms.
Create and present professional level updates as needed.
Assist franchisees.
Draft system level communications in a timely manner as it relates to Off Premise promotional activity.
Partner with the Culinary Innovation team to build innovative off-premise offerings, menu development, and packaging.
Partner with Sales & Marketing team to stay aligned on the rollout of sales-driving promotions and campaigns throughout the year. Also, partner with their team to help bring your sales strategies & tactics to life.
Continuously evaluate and improve the end-to-end guest experience, including leading campaign postmortems and reporting.
Build strong partnerships with cross-functional finance, operations, supply chain, and technology teams to translate strategic ideas into action - including menu innovations, marketing campaigns and promotions.
Manage the "Owned" digital calendar and content updates.
Influence the Off Premise technology roadmap to explore the biggest opportunities.
Understand the key drivers of business across e-Commerce and retail and generate hypotheses on how to grow KPIs. Take these hypotheses and build a business case that includes execution, a testing framework, and follow through to measurement of success.
Skills & Requirements:
Bachelor's degree
3-5 years of marketing and implementation experience
Client-driven mindset including ability to work directly with cross-functional teams and franchise partners
Ability to effectively multi-task, managing multiple projects
Excellent communication skills: demonstrated ability to effectively communicate and collaborate with business leaders at all levels
In-depth analytical skills and attention to detail
Proficient in planning and organizing - forward thinking to establish an efficient and appropriate course of action in a fast-paced environment
Ability to be flexible with change and help manage change
Experience working in a franchised environment preferred
Base Salary: $110,000
Equal Employment Opportunity Statement
Dine Brands Global strongly supports equal employment opportunity for all applicants regardless of race, color, religion, sex, gender identity, pregnancy, national origin, ancestry, citizenship, age, marital status, veteran status, physical disability, mental disability, medical condition, sexual orientation, genetic information, or any other status protected by federal, state, or local law. All employment is decided on the basis of qualifications, merit, and business need.
Qualified applicants with arrest or conviction records will be considered for employment in accordance with the Los Angeles County Fair Chance Ordinance for Employers and the California Fair Chance Act and/or other applicable laws and regulations in other jurisdictions.
Dine Brands reviews criminal history in connection with a conditional offer of employment. The following is a list of all material job duties which Dine Brands reasonably believes that criminal history may have a direct, adverse, and negative relationship, potentially resulting in the withdrawal of a conditional offer of employment: implement brand standards such as food safety at all restaurants for a uniform guest experience; physically inspect restaurant premises belonging to franchisees; and facilitate frequent and close interactions with franchisees, franchisee employees, guests, and other third parties.
For information on how we collect and use your personal information, please visit our Applicant & Employee Privacy Notice.
We are excited to bring together two of our most beloved restaurant brands under one roof, Applebee's and IHOP. The Manager, Field Marketing will develop data-driven marketing strategies and foster strong franchisee partnerships that drive profitable sales and traffic growth. They will serve as the brand champion in cascading information pertaining to national marketing strategic plans and is responsible for successfully garnering franchisee support for national initiatives. Additionally, this individual creates and implements DMA-level marketing and media plans designed to drive profitable traffic and sales in assigned markets, plus assists franchisees in the development of trade area marketing plans. The Field Marketing Manager works collaboratively as part of an integrated team that includes members from Operations, Marketing, and Training departments.
The Manager, Marketing Off Premise, is responsible for leading the cross functional implementation of Off Premise sales driving program initiatives to include native channel, third party delivery, catering, and virtual brand programs.
Responsibilities:
Collaborates with Marketing to incorporate digital opportunities within brand communications and product development.
Develops menu, pricing, and promotions initiatives to build delivery and online ordering sales, profitability and guest counts. Maintains effective cost controls in support of these initiatives and all promotions with Third-Party partners.
Maintains a promotional calendar informed by a test and learn approach and aligned to through the Applebee's Councils.
Organizes and drives day-to-day progress of programs regarding schedule, budget and scope.
Works with internal teams to conduct ongoing customer research to monitor quality of delivery and online orders.
Remains current on industry trends through training, seminars, and research.
Manages listing copy, creative across all digital platforms.
Create and present professional level updates as needed.
Assist franchisees.
Draft system level communications in a timely manner as it relates to Off Premise promotional activity.
Partner with the Culinary Innovation team to build innovative off-premise offerings, menu development, and packaging.
Partner with Sales & Marketing team to stay aligned on the rollout of sales-driving promotions and campaigns throughout the year. Also, partner with their team to help bring your sales strategies & tactics to life.
Continuously evaluate and improve the end-to-end guest experience, including leading campaign postmortems and reporting.
Build strong partnerships with cross-functional finance, operations, supply chain, and technology teams to translate strategic ideas into action - including menu innovations, marketing campaigns and promotions.
Manage the "Owned" digital calendar and content updates.
Influence the Off Premise technology roadmap to explore the biggest opportunities.
Understand the key drivers of business across e-Commerce and retail and generate hypotheses on how to grow KPIs. Take these hypotheses and build a business case that includes execution, a testing framework, and follow through to measurement of success.
Skills & Requirements:
Bachelor's degree
3-5 years of marketing and implementation experience
Client-driven mindset including ability to work directly with cross-functional teams and franchise partners
Ability to effectively multi-task, managing multiple projects
Excellent communication skills: demonstrated ability to effectively communicate and collaborate with business leaders at all levels
In-depth analytical skills and attention to detail
Proficient in planning and organizing - forward thinking to establish an efficient and appropriate course of action in a fast-paced environment
Ability to be flexible with change and help manage change
Experience working in a franchised environment preferred
Base Salary: $110,000
Equal Employment Opportunity Statement
Dine Brands Global strongly supports equal employment opportunity for all applicants regardless of race, color, religion, sex, gender identity, pregnancy, national origin, ancestry, citizenship, age, marital status, veteran status, physical disability, mental disability, medical condition, sexual orientation, genetic information, or any other status protected by federal, state, or local law. All employment is decided on the basis of qualifications, merit, and business need.
Qualified applicants with arrest or conviction records will be considered for employment in accordance with the Los Angeles County Fair Chance Ordinance for Employers and the California Fair Chance Act and/or other applicable laws and regulations in other jurisdictions.
Dine Brands reviews criminal history in connection with a conditional offer of employment. The following is a list of all material job duties which Dine Brands reasonably believes that criminal history may have a direct, adverse, and negative relationship, potentially resulting in the withdrawal of a conditional offer of employment: implement brand standards such as food safety at all restaurants for a uniform guest experience; physically inspect restaurant premises belonging to franchisees; and facilitate frequent and close interactions with franchisees, franchisee employees, guests, and other third parties.
For information on how we collect and use your personal information, please visit our Applicant & Employee Privacy Notice.