Job Description

The Director, Brand Marketing, supporting our Co-Branding efforts, leads the development and execution of co-branded concepts to achieve the sales and profit goals in a manner that continually enhances the Brands (combinations of Auntie Anne’s, Cinnabon, Jamba and Carvel) and market share. This position collaborates with brand leaders and cross-functionally to support portfolio priorities, the menu initiatives and innovation roadmap, go-to-market plan, communications, and initiatives to optimize the franchisee and customer experience and to drive profitability and guest traffic on behalf of co-brand locations. This position is responsible for developing and executing co-brand marketing plans, monitoring promotion performance, and supporting digital/off-premise acceleration by providing the leadership, direction and support needed to achieve the teams' objectives. This position will support initiatives focused on improving the digital guest experience across channels including online ordering, third-party delivery, loyalty, and catering, while helping oversee local store marketing efforts that support franchisee success and drive local market awareness.

Qualifications 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 of experience in marketing, business administration, sales, or related field Pref
•8+ years of experience developing and executing marketing plans and programs Pref
•5+ years of leadership experience Pref
•Retail, restaurant, food, or beverage experience Pref
•Experience leveraging media, promotions, and public relations to drive results Pref
Skills and 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

Essential Functions

• Strategy, Planning & Menu
  • Leads co-brand strategy and customer value proposition through an integrated customer experience across all brand combinations.
  • 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.
  • Partners with the Brands on the menu development stage gate process, leading with research and continuing to grow co-brands and create sustainable competitive differentiation while growing check size and guest frequency.
  • Participates in reviews and analysis of competitive pricing to make and execute pricing strategy recommendations.
  • Partners with brand teams to help develop and optimize standard menu offerings for co-brand locations, incorporating guest preferences, daypart opportunities, and operational considerations to support the needs of different store formats.
• Digital Marketing
  • Supports the ongoing enhancement of the digital guest experience across owned channels including app, loyalty, web, and email, helping execute initiatives designed to improve usability, engagement, and overall customer experience.
  • Partners with cross-functional teams to support initiatives focused on customer engagement, retention, and improving the overall digital experience across co-brand concepts.
  • Launch co-brand technology and platforms for co-branded concepts including OLO, Loyalty, deliver, website, CRM with support of Integrated Plans Director).
  • Utilizes customer insights, business performance data, and operational feedback to help inform recommendations and support decision-making related to co-brand initiatives and guest experience improvements.
  • Lead the development of the owned digital marketing calendar in partnership with the brand marketing director to ensure digital tactics are aligned to support overall campaign strategy.
  • Supports third-party delivery promotional efforts by helping coordinate offers, reviewing performance results, and identifying opportunities to improve effectiveness and guest engagement.
  • Works collaboratively with Operations, Training and internal digital and IT shared services to promote high levels of execution.
• Go to Market Plan & Execution
  • Establishes and drives end-to-end integrated marketing calendar that deliver on Brand revenue goals and support profitable growth.
  • Leads execution of the overall marketing plans and manages creative content development and execution including menu boards, POP, marketing channels.
  • Monitors performance analytics – assessment and refinement based on sales, traffic, product mix, guest experience.
  • 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
• Relationship Management
  • Fosters on-going and consistent communication (e.g., phone, email, face-to-face, advisory teams, etc.) with brands and cross functional teams to discuss needs, encourage engagement and to address any issues with Marketing services and/or support.
• 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.
• Local Store Marketing Strategy and Execution
  • Oversees local store marketing efforts in partnership with the Field Marketing Manager (FMM), helping ensure marketing initiatives are effectively executed at the local level to support brand awareness and traffic growth.
  • Partners with franchisees and cross-functional teams to support the planning and execution of grand opening marketing programs, ensuring stores are equipped with the tools, resources, and guidance needed for successful launches.
  • Helps guide local store marketing initiatives by working with franchisees to execute approved marketing programs and optimize local marketing spend to drive awareness and guest engagement within their communities.
  • Monitors local store marketing execution and collaborates with franchisees and field teams to identify opportunities that improve program effectiveness and support overall business performance at the local level.

The Director, Brand Marketing, supporting our Co-Branding efforts, leads the development and execution of co-branded concepts to achieve the sales and profit goals in a manner that continually enhances the Brands (combinations of Auntie Anne’s, Cinnabon, Jamba and Carvel) and market share. This position collaborates with brand leaders and cross-functionally to support portfolio priorities, the menu initiatives and innovation roadmap, go-to-market plan, communications, and initiatives to optimize the franchisee and customer experience and to drive profitability and guest traffic on behalf of co-brand locations. This position is responsible for developing and executing co-brand marketing plans, monitoring promotion performance, and supporting digital/off-premise acceleration by providing the leadership, direction and support needed to achieve the teams' objectives. This position will support initiatives focused on improving the digital guest experience across channels including online ordering, third-party delivery, loyalty, and catering, while helping oversee local store marketing efforts that support franchisee success and drive local market awareness.

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 & Abilities

• 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

Travel Requirements

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