Dine Brands Global
VP, Marketing Innovation (Applebee's)
Dine Brands Global - Pasadena, California, United States, 91104
Work at Dine Brands Global
Overview
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Overview
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 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, visit the Company's website at www.dinebrands.com.
In order to make an application, simply read through the following job description and make sure to attach relevant documents. About the Role The Vice President, Marketing Innovation, reporting to the CMO, will be pivotal in evolving Applebee's Menu, Brand, and Field Marketing. The role involves developing strategies for these functions, innovating market approaches, and leveraging data to enhance value, promotions, and menu offerings.
Success requires expertise in brand marketing, franchisee relations, and digital marketing, along with leadership skills to inspire teams and foster a collaborative culture. The VP will embody the Applebee's brand promise across all touchpoints and deliver measurable results, emphasizing speed, efficiency, and influence within franchise relationships.
The position demands comprehensive marketing knowledge, including digital and social media management, agency oversight, and multi-channel advertising, ensuring brand consistency and effectiveness.
The VP will oversee strategies to increase traffic across 1,500+ US restaurants, focusing on data-driven decision-making, results measurement, and accountability. The role also offers a pathway to future CMO leadership.
Responsibilities
Develop and execute Applebee's brand and marketing promotion strategies, including managing the brand calendar, value propositions, and promotional partnerships like the NFL.
Lead teams responsible for promotions, menu trends, new products, and restaurant merchandising.
Oversee the field support team and gift card programs.
Manage menu strategy, processes, and execution.
Lead the franchise marketing committee, with regular meetings and biannual in-person sessions.
Manage the national advertising fund budget.
Establish analytics and reporting frameworks to inform strategy and educate leadership on marketing impact.
Ensure high-quality creative output through agency partnerships, focusing on cost efficiency.
Lead and develop teams by setting a clear vision for advertising efforts.
Stay abreast of emerging menu and marketing technologies and trends.
Skills & Requirements
12+ years of experience; undergraduate degree required, MBA preferred.
Experience in menu/product development, brand marketing, and leading advertising campaigns within complex organizations, especially in franchise environments.
Strong relationship-building skills.
Proven ability to lead strategic marketing initiatives.
Experience with multi-media and digital advertising programs.
Ability to connect advertising efforts with business outcomes and ROI, and communicate impacts effectively.
Experience managing multiple stakeholders and influencing organizational change.
Capability to lead in ambiguous situations and develop paradigm-shifting strategies.
Leadership skills to inspire teams, cross-functional groups, and agency partners.
Presence and confidence to gain senior management trust (
#J-18808-Ljbffr
In order to make an application, simply read through the following job description and make sure to attach relevant documents. About the Role The Vice President, Marketing Innovation, reporting to the CMO, will be pivotal in evolving Applebee's Menu, Brand, and Field Marketing. The role involves developing strategies for these functions, innovating market approaches, and leveraging data to enhance value, promotions, and menu offerings.
Success requires expertise in brand marketing, franchisee relations, and digital marketing, along with leadership skills to inspire teams and foster a collaborative culture. The VP will embody the Applebee's brand promise across all touchpoints and deliver measurable results, emphasizing speed, efficiency, and influence within franchise relationships.
The position demands comprehensive marketing knowledge, including digital and social media management, agency oversight, and multi-channel advertising, ensuring brand consistency and effectiveness.
The VP will oversee strategies to increase traffic across 1,500+ US restaurants, focusing on data-driven decision-making, results measurement, and accountability. The role also offers a pathway to future CMO leadership.
Responsibilities
Develop and execute Applebee's brand and marketing promotion strategies, including managing the brand calendar, value propositions, and promotional partnerships like the NFL.
Lead teams responsible for promotions, menu trends, new products, and restaurant merchandising.
Oversee the field support team and gift card programs.
Manage menu strategy, processes, and execution.
Lead the franchise marketing committee, with regular meetings and biannual in-person sessions.
Manage the national advertising fund budget.
Establish analytics and reporting frameworks to inform strategy and educate leadership on marketing impact.
Ensure high-quality creative output through agency partnerships, focusing on cost efficiency.
Lead and develop teams by setting a clear vision for advertising efforts.
Stay abreast of emerging menu and marketing technologies and trends.
Skills & Requirements
12+ years of experience; undergraduate degree required, MBA preferred.
Experience in menu/product development, brand marketing, and leading advertising campaigns within complex organizations, especially in franchise environments.
Strong relationship-building skills.
Proven ability to lead strategic marketing initiatives.
Experience with multi-media and digital advertising programs.
Ability to connect advertising efforts with business outcomes and ROI, and communicate impacts effectively.
Experience managing multiple stakeholders and influencing organizational change.
Capability to lead in ambiguous situations and develop paradigm-shifting strategies.
Leadership skills to inspire teams, cross-functional groups, and agency partners.
Presence and confidence to gain senior management trust (
#J-18808-Ljbffr