VP - Brand & Media
The Wendy's Company - Dublin, Ohio, United States, 43016![The Wendy's Company](/api/image?src=https%3A%2F%2Fgeneral-board-default.s3.us-east-2.amazonaws.com%2Fpublic%2Fimages%2Fdesk-360x180.webp&w=640&q=75&f=webp)
Work at The Wendy's Company
Overview
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Overview
Brand Strategy:
Spearheads the development, strategic alignment with key stakeholders and activation of the brand strategy through constant pulse on consumer needs and trends, leading the strategic planning process and building support and followership for the plan through implementation.National Marketing Calendar:
Leads the calendarization of growth initiatives through sales and business planning process with brand marketing, media, finance, operations, consumer insights and other cross-functional teams. Responsible for ongoing business analysis, media mix and attribution modeling, insights and optimization, proactively bringing forward recommendations and adjustments to the plan when necessary.Media Strategy, Planning & Execution:
Directs integrated media resources (general, multicultural/Hispanic, national, local, etc.) to ensure the successful investment of media dollars to bring to life
the business strategy and in connection with marketing franchise advisory board. Evaluates media resources, trends, technology and tools, challenging current processes with new thinking and opportunities, and constant focus on improveming the impact and efficiency of media dollars. Assures the retainment of appropriate agencies, media people, tools, experience, knowledge, etc, for our business.Marketing Communications Strategy:
Partners with the VP Integrated Marketing, other team members and agency partners to develop clear, specific and measurable brand, product and program briefs that are consumer-focused and insight-inspired. Alignment to holistic evaluation and measurement process focused on data, benchmarks and scorecards with a continuous improvement mindset.Media Relationships & Innovation:
Develops, directs, and leads the media vendor/industry relationships.
Participates in advertising industry meetings and seminars.
Creates a strategic partnership with National media conglomerates, associations, program developers, and/or corporations for future opportunities, business initiatives, sports / entertainment, demographics, non-product specific, or to develop additional exposure.
All efforts are focused on creating a distinct competitive advantage for Wendy’s to build relationships with customers that grow our brand, sales and profit.Franchise Engagement:
leads Wendy’s franchise marketing advisory board
to secure strategic alignment and support for national marketing and brand initiatives and the stewardship of the national marketing budget.What we expect from you
B.S. or B.A. in Marketing, Business, Advertising or related field, MBA preferredSignificant experience managing sales and business planning processes, including measurement and effectiveness across a wide data set of inputs and considerations10+ years of corporate and/or advertising agency experience in brand strategy, brand marketing, local and national media buying, planning, and strategic development at director level or aboveStrong knowledge of marketing principles (consumer products media planning and buying for national and local media activity, digital media landscape, retail marketing and co-ops) and forward thinking around leveraging technology and data to advance marketing effectivenessTeam leadership and development, analytical, organizational, and communication skillsThe preferred candidate will live in the central Ohio area to have a front row seat to our test kitchen and be part of the product creation process but can enjoy a hybrid work schedule #LI-hybrid- Wendy’s was built on the premise, "Quality is our Recipe," which remains the guidepost of the Wendy's system. Today, Wendy's and its franchisees employ hundreds of thousands of people across more than 7,000 restaurants worldwide with a vision of becoming the world's most thriving and beloved restaurant brand. The base pay range for this position is listed below. The base pay actually offered will take into account internal equity and budget for the open position and also may vary depending on the candidate’s job-related knowledge, skills, and experience, among other relevant factors. This range does not include an estimated value for any benefits, bonus, or other incentives that may be applicable based on position.* The target annual bonus for this role is 35% of annualized base salary, based on actual company and personal performance. Director and above roles are also eligible to participate in the Company’s long-term incentive award program.Our square burgers make us different and so do our benefits! Our restaurant support roles are eligible for a wide array of benefits, including things such as parental leave, free EAP sessions, company 401k match and other great offerings. For more details about our benefits, including an overview of eligibility and terms for certain benefits, please visit our benefits website, www.wendysbenefits.com.**NOTE: Wendy’s benefits, bonus, and other incentives are governed by the applicable legal plans and policies and, where appropriate, may be subject to Board approval an individual award agreement terms. Those documents supersede all other information regarding Wendy’s benefits, bonus, and other incentives. Wendy’s retains the right to amend or terminate its plans and policies at its sole discretion, in accordance with applicable plans, policies and laws.Education:
Bachelor's DegreeTravel:
35%Pay Range:
$218,000 - $403,000 AnnuallyWendy's is an equal employment opportunity employer who may provide reasonable accommodation to enable individuals with disabilities to perform the essential functions of the job.
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