Senior Brand Manager – Disruptive Growth & Media Strategy

Harvey; Vaughan; Hybrid; CAD 95,000 - 130,000; Full time

Job summary

Harvey's is seeking a Senior Manager to champion the brand's strategy across Big Bets, social and digital media, PR, CRM and overall media planning. You will partner with internal and external agencies to drive disruption, raise awareness, and deliver engaging experiences for guests across channels.

You will define strategic Big Bets, manage brand identity, and optimize the media mix while leading teams and coordinating traditional and digital buys.

Qualifications

• University degree in business or equivalent.
• 5+ years in social media, CRM, and digital marketing.
• 5+ years developing business or marketing plans.
• 3+ years working with media planning agencies and leading external agencies.
• Strong business acumen with the ability to set KPIs and analyze data into insights.
• Results-oriented in a fast-paced environment.
• Strong interpersonal skills and team player.
• Strong project management and organizational skills.
• Ability to think strategically and tactically.

Responsibilities

• Partner with the Head of Marketing to develop strategy plans and annual BIG Bets, including disruptive marketing outside the four walls to drive awareness and traffic into the restaurant.
• Responsible for planning and execution of in-restaurant innovation tests to support annual calendar plans, including annual brand surveys, trend monitoring and guest research.
• Lead external agencies to develop and execute TV / Radio connects to annual promotional calendar, including annual brand campaigns.
• Take ownership of the full media strategy, including both traditional and digital media buys, to drive sales growth, traffic, brand awareness and PR / social media buzz and following.
• Oversee Social Media, E-mail strategy, Content calendars including harveys.ca content.
• Establish relationships with key bloggers and online influencers, and oversee PR campaigns to drive earned media opportunities.
• Work with the brand team on brand promotional campaigns as well as viral opportunities, create social media buzz and digital media campaigns that drive users to our restaurants.
• Own the Franchisee marketing strategy to grow our network of franchisee partners to support our 5 year Canadian growth strategy.
• Identify and monitor benchmarks for measurement of media efforts. Analyze, review and report on effectiveness of media campaigns to maximize results and make recommendations for future campaigns.
• Coach and mentor direct report.

Skills

Social media marketing

CRM

Digital marketing

Strategic planning

Agency management

Education

University degree in business or equivalent

Job description

Harvey's is seeking a Senior Manager to champion the brand's strategy across Big Bets, social and digital media, PR, CRM and overall media planning. You will partner with internal and external agencies to drive disruption, raise awareness, and deliver engaging experiences for guests across channels.

You will define strategic Big Bets, manage brand identity, and optimize the media mix while leading teams and coordinating traditional and digital buys.