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Sr. Director Marketing - McAlister's

Focus Brands

Atlanta, GA

Not provided

Not provided

1 month ago

Job Description

The Senior Director, Marketing leads the execution of the integrated Brand marketing strategy to achieve the sales and profit goals in a manner that continually enhances the Brand and its market share. He/She collaborates cross-functionally and with external partners to implement and monitor the effectiveness of media, social, national promotions, campaigns & events, communications and initiatives to optimize the franchisee and customer experience and to drive profitability. This position has accountability for the marketing strategic plan, brand positioning & creative, budget, media & promotion performance optimization, by providing the leadership, direction and support needed to achieve the teams' objectives. He/She will also lead the Menu, innovation and research pipeline to bring new menu concepts and features to market, attracting new customers, providing variety to retain existing customers and capitalizing on consumer and market trends.

Where permitted by applicable law, the selected candidate will be required to submit proof of a COVID-19 vaccination prior to beginning work at Focus Brands as a condition of employment unless an accommodation is given due to medical or religious reasons. Any candidates granted an exemption from the vaccination requirement still would need to adhere to our weekly testing policy in order to retain employment at Focus Brands. Additionally, our employees are encouraged to wear masks and practice social distancing when possible while in the office.

Relationship Management
• Builds effective working relationships with franchisees, cross-functional teams and vendors to translate National Marketing strategic plans into collaborative action.
• Fosters 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 Marketing services and/or support.
• Oversees 3rd party relationships to manage expectations, provide timely feedback, and maximize cost efficiency, quality, timeliness, and the responsiveness needed to supports the Brand’s marketing & media initiatives.


20%

Media & Program Execution and Metrics
• Establishes and drives end-to-end integrated marketing calendar and media plans which deliver on Brand revenue goals and support profitable growth.
• Leads execution of the overall Brand marketing plans, promotions, calendar, projects and initiatives, continually improving results to grow the business.
• Develops the strategy, customer segmentation, and briefs to drive integrated Media plans developed in collaboration with Agency, and focused on measurable 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.
• Measures, monitors and reports on the effectiveness of marketing’s efforts (e.g., national campaigns, testing, 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.
• Provides input on the development of communications and presentation on the progress and impact of marketing efforts for internal leadership, franchisees and external parties.

25%
Strategy, Planning & Menu
• Leads brand strategy, positioning, and value proposition, informed by analytics & consumer insights.
• Champions and expedites 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.
• Manages and effectively allocated Brand Marketing budget, across all channels, partners, and resources.
• Leads the menu development stage gate process, including innovation, LTO’s, core menu, and partnerships, leading with research and insights from Loyalty customers and broader consumers to continue to grow the brand and create sustainable competitive differentiation while growing check size.
• Participates in reviews and analysis of competitive pricing to make and execute pricing strategy recommendations.
35%
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.
• Models leadership behaviors and builds positive team culture
• 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.
• Determines work methods and directs the work of associates.
• 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.
• Evaluates and determines 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 of excellence.
20%
Education
Bachelor's Degree Req
Bachelor's Degree Marketing, business, or other related field of study Pref
Work Experience
10 years developing and executing marketing plans/programs Req
5 years successfully leading a team to achieve its goals Req
3 years managing integration of all categories of marketing including budget management Req
Retail, direct to consumer, restaurant, or food and beverage experience Req
Product Development experience – menu or goods & services Pref
Digital Media planning & measurement at enterprise scale Pref
Skills and Abilities
• Ability to analytically/statistically evaluate media, marketing effectiveness, overall sales and competitive trends
• Knowledge of developing and executing marketing 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
• 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

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