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Director of Brand Activation
Great Benefits including Medical, Dental, Vision
If you thrive in a fast-paced environment and have a record of success please check this out.
The Director of Brand Activation drives sales and profit growth. In partnership with the CMO, this position oversees the brand planning process inclusive of the definition of target consumers and the development of marketing mix and strategies on consumer brand-interaction in order to encourage increased purchase. He/she leads the development of the brand's marketing objectives to support overall brand strategy and is directly responsible for the efficacy of brand communication platforms.
Essential Duties and Responsibilities:
Planning
Provides leadership in marketing strategy development, execution, and management.
Assists in developing the marketing plan, tactics, and resources to achieve brand/company goals.
Directs the marketing team in developing marketing programs for initiatives, campaigns, promotions, and product launches to achieve desired objectives/targets and support the overall brand strategy.
Collaborates with external partners and the creative team to oversee the development of promotional materials and marketing elements that align with the overall brand voice, platform, and strategy and increase sales.
Directs the development of marketing capabilities (e.g., training guides, local marketing toolkits, marketing mix models, etc.) to ensure successful local implementation of national programs.
Execution
Directs the implementation of marketing and campaign plans, including positioning, campaign development strategies, and market strategy insights.
Oversees projects, programs, and vendor relationships, develops and executes against timelines, tracks performance, and ensures projects are within budget, meet quality standards, and align with key performance indicators and brand standards.
Leads key national and local marketing projects and programs (e.g., mobile and online ordering, digital marketing, email marketing, etc.) to support the overall brand strategy.
KEY: Special initial focus is given to developing and optimizing the off-premise strategy, the brand’s digital presence and the introduction of the app and loyalty program.
Relationship Management
Builds effective working relationships with franchisees and vendors to translate franchisees' needs into action.
Fosters consistent communication (e.g., phone, email, face-to-face, etc.) with franchisees to discuss specific marketing needs, to encourage franchisees' engagement in marketing their business, and to maintain compliance with brand standards.
Establishes and maintains trust and credibility with franchisees, vendors, and marketing associates.
Interfaces with industry and professional organizations to increase awareness of the brand and to expand networking opportunities.
Oversees and maintains vendor relationships to manage expectations (e.g., high level of service, accountability, etc.), to provide timely feedback, and to maximize cost efficiency, quality, timeliness, and responsiveness in a manner that best supports the organization's initiatives.
Builds and Directs a High Functioning Team
Holds others accountable for conducting business in a legal and ethical manner while complying with policies, laws, and regulations related to business and employment.
Oversees people processes and programs across the team to ensure talent for current and future needs by providing operational, functional, and technical leadership.
Attracts, retains, and develops highly effective professionals and support staff.
Cultivates a bench of leadership and talent to deliver results and support future growth.
Drives the establishment of performance goals and provides on-going feedback, coaching, and development to enhance the team's performance and capability, to facilitate open communication, and to encourage continuous performance improvement.
Identifies individual and team skill gaps, developmental areas, and opportunities (e.g., training, special assignments, projects, etc.) to advance individual and team capability.
Recognizes initiative, innovation, and work well done to create a positive work environment of excellence.
Determines work methods and directs the work of associates.
Evaluates and determines the hiring, promotion, salary recommendations, and all employment-related decisions.
Research/Consumer Insight
Reviews and analyzes customer experience data, market research, market penetration, and the results of marketing programs to provide recommendations on adjusting market strategy/tactics, to increase sales/transactions, to achieve marketing goals, and to maintain awareness of changing market and competitive conditions.
Collaborates with the marketing research/consumer insights team to define customer targets and marketing mix.
Reviews and analyzes competitive and brand pricing.
The above cited duties and responsibilities describe the general nature and level of work performed by people assigned to the job. They are not intended to be an exhaustive list of all the duties and responsibilities that an incumbent may be expected or asked to perform.
Education and Experience Requirements:
Bachelor's degree in marketing, public relations, communications, business, advertising, or other related field of study
Master's Degree Preferred
8+ years of experience in marketing, business administration, sales, or related field Preferred
8+ years of experience developing and executing marketing plans and programs Preferred
5+ years of leadership experience Preferred
Retail, restaurant, food, or beverage experience Preferred
Experience leveraging media, promotions, and public relations to drive results
Preferred Knowledge/Skills/Abilities:
Working knowledge of developing and executing marketing plans across multiple platforms
Ability to analytically/statistically evaluate traditional and interactive media, marketing effectiveness, overall sales, and competitive trends.
Ability to create program goals, messaging, communication, and overall event plans
Ability to mentor, motivate, and guide staff toward achieving goals; to drive accountability, to provide ongoing, thoughtful, constructive feedback effectively; and to recognize a job well done
Ability to communicate complex concepts in clear concise language; to demonstrate active listening while engaging others; and to establish, implement, and clearly communicate strategies that align with business needs and objectives to gain buy-in from stakeholder
Ability to present to key stakeholders in a relevant and compelling manner
Ability to develop and maintain positive business relationships (e.g., senior management, stakeholders, other departments, etc.) and foster an environment of mutual respect, understanding, trust, and support
EOE - Equal Opportunity Employer
