Director, Brand Marketing

GoTo Foods; Atlanta (GA); On-site; USD 150,000 - 210,000; Full time

Job summary

Auntie Anne's is seeking a Director of Brand Marketing in Atlanta to lead the development and execution of integrated marketing plans that grow sales and brand share across channels.

You will partner with brand leaders and cross-functional teams to optimize franchisee and customer experiences, manage media and promotions, and develop talent to drive profitability, guest traffic, and long-term franchise value.

Qualifications

• 8+ years developing and executing marketing plans/programs
• 5 years leading a team
• 3 years integrating all categories of marketing
• Restaurant/food & beverage/retail or DTC experience
• Product development experience – menu or goods & services
• Experience leveraging digital media, promotions and PR to drive results

Responsibilities

• Lead brand strategy, positioning, and value proposition with analytics and insights
• Develop end-to-end marketing calendar and media plans
• Collaborate with cross-functional partners and internal creative teams
• Monitor results and adjust campaigns for ROAS and profitability
• Manage budgets across channels and resources
• Build strong relationships with franchisees and external vendors
• Develop and mentor the marketing team to drive performance

Skills

Brand strategy

Analytical thinking

Cross-functional leadership

Budget management

Media planning

Team leadership

Customer experience

Digital marketing

Presentation skills

Vendor relationships

Education

Bachelor's degree in marketing/PR/communications

Master's degree

Tools

Microsoft Office

Job description

Job Summary

The Director, Brand Marketing, within Auntie Anne's, leads the development and execution of strategies and initiatives to achieve sales and profit goals in a manner that continually enhances the brand's market share. This position collaborates with brand leaders and cross-functionally to support portfolio priorities, menu initiatives and innovation roadmap, go-to-market planning, communications, and initiatives that optimize the franchisee and customer experience while driving profitability and guest traffic. The Director is responsible for the development and execution of integrated marketing plans, including ownership of paid, earned, and owned media strategies, media performance optimization, and promotion effectiveness. This position has accountability for the marketing strategic plan, media and promotion performance optimization, in-shoppe and in-market creative, and digital/off-premise acceleration by providing leadership, direction, and support needed to achieve the team's objectives. The role also supports initiatives focused on improving the digital guest experience across channels, including online ordering, third-party delivery, loyalty, and catering.

Essential Functions

• Strategy & Planning
  • Lead brand strategy, positioning, and value proposition, informed by analytics & consumer insights.
  • Champion and expedite innovative strategies to achieve sales/transactions and marketing goals by maintaining awareness of changing market and competitive conditions, reviewing and analyzing customer experience data, and assessing results of programs and solutions.
  • Manage and effectively allocate Brand Marketing budget, across all channels, partners, and resources.
  • Participate in reviews and analysis of competitive pricing to make and execute pricing strategy recommendations.
• National Calendar, Media & Program Execution and Metrics
  • Establish and drive end-to-end integrated marketing calendar and media plans which deliver on Brand revenue goals and support profitable growth.
  • Lead cross-functional partners and internal creative team in the execution of the overall Brand marketing plans, promotions, calendar, projects and initiatives, continually improving results to grow the business.
  • Develop the strategy, customer segmentation, and briefs to drive integrated Media plans developed in collaboration with internal functional COE’s and agencies, and focused on measurable sales/transactions, ROAS, engagement and profit metrics. Continually evaluate, test, and rollout new media partners, keeping up with digital trends and proving ROI.
  • Monitor financial results – including digital funnel and engagement metrics to inform continuous improvement to meet objectives.
  • Measure, monitor and report on the effectiveness of marketing’s efforts (e.g., national campaigns, partnerships and activations, 3rd party agreements, systems development and support, training development, local toolkits, etc.) against key metrics to identify adjustments needed to successful achieve objectives and goals.
  • Provide input on the development of communications and presentation on the progress and impact of marketing efforts for internal leadership, franchisees and external parties.
• Relationship Management
  • Build effective working relationships with cross-functional teams, vendors, and franchisees to translate national marketing strategic plans into collaborative action.
  • Foster on-going and consistent communication (e.g., phone, email, face-to-face, advisory teams, etc.) with cross functional teams to discuss needs, encourage engagement and to address any issues with service level agreements.
  • Oversee external relationships to manage expectations, provide timely feedback, and maximize cost efficiency, quality, timeliness, and the responsiveness needed to support the brand’s marketing & media initiatives.
• Builds and Directs a High Functioning Team
  • Model leadership behaviors and build positive team culture.
  • Provide functional leadership and direct work of associates to drive performance goals.
  • Drive establishment of performance goals and provide on-going feedback, coaching, and development to enhance team performance and capability, to facilitate open communication, and to encourage continuous performance improvement.
  • Oversee people processes and programs, attracting, retaining, and developing effective professionals and support staff to cultivate a bench of talent for current and future needs.
  • Evaluate and determine the hiring, promotion, salary recommendations, and all employment-related decisions.
  • 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.
  • Holds others accountable for conducting business in a legal and ethical manner while complying with policies, laws, and regulations related to business and employment.

Education

• Bachelor's Degree, Bachelor's degree in marketing, public relations, communications, business, advertising, or other related field of study preferred, Pref
• Master's Degree, Pref

Work Experience

• 8+ years developing and executing marketing plans/programs, Required
• 5 years successfully leading a team to achieve its goals, Required
• 3 years managing integration of all categories of marketing, Required
• Restaurant, food and beverage, retail or direct to consumer experience, Required
• Product Development experience – menu or goods & services, Preferred
• Experience leveraging digital media, promotions and public relations to drive results, Preferred

Skills

• Ability to evaluate media analytically/statistically, marketing effectiveness, overall sales and competitive trends
• Knowledge of developing and executing marketing & media plans across multiple platforms and channels
• Ability to create and coordinate detailed, integrated programming plans, marketing calendaring, messages, and communication
• Complex problem solving combined with strategic decision making that includes an understanding of the business (business acumen).
• Ability to assess situations, provide counsel, and identify and engages others in solutions, while considering the best interests of all parties
• Ability to understand, develop and maintain positive business relationships (e.g, Franchisees, 3rd party vendors, other departments, etc.) that foster an environment of mutual respect, understanding, trust, and collaboration
• Ability to model leadership behaviors and build a positive team culture
• 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 adapt and adjust planned work through analyzing work demands, competing priorities, and tight deadlines within parameters of the organizational structure, processes, systems, and policies
• Ability to create and deliver presentations to key stakeholders in a relevant and compelling manner
• Ability to anticipate and respond to the needs of stakeholders (e.g, internal and external) in a timely manner
• Proficient in Microsoft Office Suite

CertificationsTravel Requirement

• May be required to travel up to 25% of the time