Senior Brand Manager, Innovation/Digital - Big Bets

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

Benefits offered by this job

Flexible work

Hybrid work

Annual bonus

RSP matching

Dining discount

Career growth

Benefits

Job summary

Recipe Unlimited Corporation seeks a Senior Marketing Manager to champion the Brand's annual strategic Innovation Big Bets, Social Media, Digital Media, Experiential, PR, CRM, and Franchisee marketing, guiding the Brand Media Plan for Harvey's.

You will partner with internal and external agencies to drive disruptive campaigns, raise awareness, and deliver engaging experiences for guests across digital and traditional media, while supporting Canada's growth agenda.

Qualifications

• University degree in business or equivalent preferred.
• A minimum of 5 years of experience in social media, CRM, Digital Marketing.
• A minimum of 3 years working with media planning agencies and leading external creative agencies to develop campaigns.

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 and brand surveys.
• Lead external agencies to develop and execute TV/Radio connects to the annual promotional calendar, including brand campaigns.
• Take ownership of the full media strategy, including traditional and digital media buys to drive sales growth, traffic, brand awareness and PR/social buzz.
• Oversee Social Media, Email strategy, Content calendars including harveys.ca content.
• Establish relationships with bloggers and online influencers, and oversee PR campaigns to drive earned media opportunities.
• Work with the brand team on promotional campaigns and viral opportunities to drive traffic to our restaurants.
• Own the Franchisee marketing strategy to grow our network as part of Canada's 5-year growth plan.
• Identify and monitor benchmarks for media effectiveness; analyze and report results for optimization.
• Coach and mentor direct report.

Job description

Recipe Unlimited Corporation is Canada’s leading full service restaurant company. Home to such iconic brands as Swiss Chalet, Harvey’s, St.Hubert, Montana’s, Olive Garden Canada, Kelseys, Bier Markt, East Side Mario’s, The Landing Restaurant Group, New York Fries, The Pickle Barrel & Catering, State & Main, Elephant and Castle, Original Joe’s, Fresh Kitchen + Juice Bar, The Burger’s Priest, Blanco Cantina and Anejo. With this diverse portfolio of restaurants our Home Office Teammates have the opportunity to work on a wide variety of some of the most popular, well-loved brands in Canada. Variety isn’t the only thing we offer – we are passionate about our industry, we celebrate and support diversity of thought, we are innately curious and encourage our Teammates to take ownership. Above all else, we believe in doing the right thing for our people, our communities and our planet.

At Harvey's, we deliver delicious “home-made” food, made fresh, in-house just for you. Our atmosphere is warm, welcoming and feels like home. We work as a team and help each other succeed. Our Managers are hands-on and our team works together to deliver the Perfect Guest Experience to our guests each and every time. We genuinely care about each Guest and every Associate.

This Senior Manager will champion the strategy of the Brand's annual strategic Innovation Big Bets, Social Media, Digital Media, Experiential, PR, CRM, Franchisee marketing and the overall Brand Media Plan. Working with internal and external creative and media agencies, this role will take ownership of driving brand disruption to raise brand awareness, drive traffic and provide an engaging experience for our guests, across digital and traditional media channels. The individual will be a critical part of the brand marketing team in defining and fulfilling strategic Big Bets, brand identity / positioning, and defining the optimal media mix.

What you will do in this role:

• 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 as needed guest research to support strategic plans
• Lead external agencies to develop and execute TV / Radio connect 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.
• Working with the brand team on brand promotional campaigns as well as viral opportunities, create social media buzz and digital media campaigns that ultimately 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 effective benchmarks for measurement of media efforts. Analyze, review and report of effectiveness of media campaigns to maximize results and make recommendations for future campaigns
• Coach and mentor direct report

What we are looking for from you:

• University degree in business or equivalent preferred
• A minimum 5 years of experience in social media, CRM, Digital Marketing
• A minimum 5 years of experience developing business or marketing plans and cross functional team environment experience
• A minimum of 3 years working with media planning agencies and leading external creative agencies to develop both traditional and digital campaigns.
• Always curious, with a passion for break-through to audiences in creative disruptive ways
• Strong business acumen and the ability to set KPIs and analyze raw data into meaningful and actionable insights to gain buy-in
• Results-oriented individual who enjoys a fast paced environment
• Strong interpersonal skills and a team player, with the ability to influence at all levels
• Strong project management and organizational skills with the ability to set priorities to maximum productivity and focused business results
• Ability to think and operate both strategically and tactically

What’s in it for you?

• Flexible/Hybrid work environment
• Pay range: $95,000 - $130,000 + Annual Bonus + RSP Matching etc.
• You’d be joining a close-knit, innovative team of creative and energetic go-getters
• You’d be a part of Canada’s largest full-service restaurant company that leads the industry in size and innovation
• 20% associate discount dining card and monthly dining allowance valid at participating Recipe brands
• A welcoming, fun and safe work environment founded on respect
• Career advancement opportunities with a company that owns some of Canada’s most iconic restaurant brands
• Industry-leading benefits, wellness programs, and total rewards programs

Recipe is committed to providing a diverse, equitable and inclusive workplace. Celebrating people, being passionate and curious, owning it, and doing the right thing are the values that guide how we build our teams, support our franchisees and create a company that unlocks the full potential of everyone.

Recipe is dedicated to providing accommodations in accordance with applicable human rights and accommodation legislation. For individuals that require accommodations please contact [e-mail]