DineEquity
Regional Marketing Manager (IHOP)
DineEquity, Glendale, California, us, 91222
Description
The Flip’d Marketing Manager is a new and critical role for IHOP. Flip’d is a new fast casual brand that IHOP has recently introduced. Flip’d is a critical component to the development and growth strategy for the brand. This hands-on manager will support and manage brand, menu, promotional and local marketing, digital including website and app, communications, and CRM/loyalty. The manager will also serve as the brand champion in cascading information and will be responsible for successfully garnering franchisee support for national initiatives. Additionally, this individual creates and implements local and 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.
This new Manager will collaborate closely with teams across Marketing, Culinary, Operations, Training, Finance, IT and Development to execute marketing plans that drive awareness and generate revenue. The Manager must possess the ability to develop data-driven marketing strategy and foster strong franchisee partnerships that drive profitable sales and traffic growth. The Manager of Marketing will report into the Director, Flip’d Brand & Field Marketing.
Responsibilities:
Implement and execute strategic marketing plans, in collaboration with the Director, that help drive brand awareness, trial and engagement. This includes but is not limited to, digital, PR & Social, in-store merchandising, promotions and local/DMA marketing and advertising
In partnership with media agency, leads the annual development of media plans that may consist of digital, print, radio, tv, outdoor and social media
Helps lead digital strategy and mapping of consumer journey with the objective of improving conversion. Contributes to the development of KPIs that are based on the long and short-term company and brand goals
Provides marketing leadership and expertise to assigned franchisees in the development of multi-channel, DMA and trade area marketing strategies and tactics designed to drive profitable sales and traffic
Develops and presents data driven business cases to facilitate DMA-level investment spending as appropriate, and manages resulting co-op marketing budgets to ensure optimization of funds
Performs analysis of the competitive environment to determine benchmarks against key competitors locally for product, price and promotion
Oversees spending of the local restaurant marketing funds by qualified franchisees to ensure effective usage, compliance with requirements and budgeting reconciliation
Executes incremental projects and initiatives, as assigned by Director, Flip’d Brand & Field Marketing and other executive members of the IHOP Brand Team
Follows company policies, upholds professional standards, and performs all work in a manner that is respectful of others.
Ability to understand and leverage data from multiple sources to build actionable insights
Skills & Requirements:
MBA preferred. Bachelor's degree required. Minimum 7-10 years of relevant experience in field marketing, or corporate marketing role. Chain restaurant marketing experience preferred, but not required
Proven skills in developing strategic marketing plans that factor in the assessment of business analytics, consumer insights, operational performance, and other relevant metrics
Prior experience in search, digital + performance marketing, and project management preferred
Ability to independently analyze Region, DMA, and restaurant-level performance metrics in the development of strategic marketing plans for sell-in and implementation
Highly proficient in the presentation of complex information in small, medium, and large group settings
Ability to lead franchisees and other stakeholders to desired outcome
Proven ability to lead and influence stakeholders at various levels within an organization
Excellent project management skills and the ability to work cross-functionally in the completion of assigned tasks, within established deadlines
Must be self-motivated, with the ability to work independently and manage time effectively
Functional understanding of restaurant operations, and P&L management
Must be willing and able to travel up to 30% of time annually
The Flip’d Marketing Manager is a new and critical role for IHOP. Flip’d is a new fast casual brand that IHOP has recently introduced. Flip’d is a critical component to the development and growth strategy for the brand. This hands-on manager will support and manage brand, menu, promotional and local marketing, digital including website and app, communications, and CRM/loyalty. The manager will also serve as the brand champion in cascading information and will be responsible for successfully garnering franchisee support for national initiatives. Additionally, this individual creates and implements local and 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.
This new Manager will collaborate closely with teams across Marketing, Culinary, Operations, Training, Finance, IT and Development to execute marketing plans that drive awareness and generate revenue. The Manager must possess the ability to develop data-driven marketing strategy and foster strong franchisee partnerships that drive profitable sales and traffic growth. The Manager of Marketing will report into the Director, Flip’d Brand & Field Marketing.
Responsibilities:
Implement and execute strategic marketing plans, in collaboration with the Director, that help drive brand awareness, trial and engagement. This includes but is not limited to, digital, PR & Social, in-store merchandising, promotions and local/DMA marketing and advertising
In partnership with media agency, leads the annual development of media plans that may consist of digital, print, radio, tv, outdoor and social media
Helps lead digital strategy and mapping of consumer journey with the objective of improving conversion. Contributes to the development of KPIs that are based on the long and short-term company and brand goals
Provides marketing leadership and expertise to assigned franchisees in the development of multi-channel, DMA and trade area marketing strategies and tactics designed to drive profitable sales and traffic
Develops and presents data driven business cases to facilitate DMA-level investment spending as appropriate, and manages resulting co-op marketing budgets to ensure optimization of funds
Performs analysis of the competitive environment to determine benchmarks against key competitors locally for product, price and promotion
Oversees spending of the local restaurant marketing funds by qualified franchisees to ensure effective usage, compliance with requirements and budgeting reconciliation
Executes incremental projects and initiatives, as assigned by Director, Flip’d Brand & Field Marketing and other executive members of the IHOP Brand Team
Follows company policies, upholds professional standards, and performs all work in a manner that is respectful of others.
Ability to understand and leverage data from multiple sources to build actionable insights
Skills & Requirements:
MBA preferred. Bachelor's degree required. Minimum 7-10 years of relevant experience in field marketing, or corporate marketing role. Chain restaurant marketing experience preferred, but not required
Proven skills in developing strategic marketing plans that factor in the assessment of business analytics, consumer insights, operational performance, and other relevant metrics
Prior experience in search, digital + performance marketing, and project management preferred
Ability to independently analyze Region, DMA, and restaurant-level performance metrics in the development of strategic marketing plans for sell-in and implementation
Highly proficient in the presentation of complex information in small, medium, and large group settings
Ability to lead franchisees and other stakeholders to desired outcome
Proven ability to lead and influence stakeholders at various levels within an organization
Excellent project management skills and the ability to work cross-functionally in the completion of assigned tasks, within established deadlines
Must be self-motivated, with the ability to work independently and manage time effectively
Functional understanding of restaurant operations, and P&L management
Must be willing and able to travel up to 30% of time annually