Dir, Int’l Brand Marketing
GoTo Foods, Atlanta, GA, United States
Overview
The Director, International Brand Marketing leads brand strategy development for multiple brands (2+) from insight to execution, owning calendar planning and execution of the integrated brand plans including oversight of cross-functional brand initiatives that impact comp sales (e.g., store redesigns, crew incentives). The Director tracks brand performance/P&L via scorecards and collaborates across multiple markets/countries to deliver core and localized plans for strategic, larger franchisees. This role works with domestic brands, functions, agencies and suppliers to ensure brand standards and to implement/monitor the effectiveness of integrated marketing campaigns and initiatives that optimize the franchisee and guest experience, drive store traffic and profitability. The Director also identifies, grows and supports new platforms for the franchisees, such as digital, loyalty and off-premise. The position has accountability for the marketing strategic plan, media and promotion performance optimization, in-store and in-market creative, and digital/off-premise acceleration by providing leadership, direction and support to achieve the team’s objectives. The Director will help develop/manage a direct report.
Essential Functions
Strategy & Planning
Lead brand strategy, positioning, and value proposition, informed by analytics and consumer insights.
Champion innovative strategies to achieve sales/transactions and marketing goals by monitoring market and competitive conditions, analyzing customer experience data, and assessing program results.
Manage and allocate Brand Marketing budget across all channels, partners, and resources.
Manages Multiple Brands and Markets
Directly manages 2+ brands for international growth and expansion.
Collaborates with franchisees in larger markets to drive localization efforts (menu, marketing, promotion, off premise, etc.).
Tracks brand performance/P&L and publishes a monthly scorecard to drive visibility of sales and marketing results.
National Calendar, Media & Program Execution and Metrics
Establish and drive end-to-end integrated marketing calendar and media plans aligned to Brand revenue goals and profitable growth.
Lead cross-functional partners and internal creative teams in the execution of brand plans, promotions, calendar, projects and initiatives, continually improving results.
Develop strategy briefs to drive integrated media plans with COEs and agencies, focused on measurable sales/transactions, ROAS, engagement and profit metrics.
Measure and report on the effectiveness of marketing efforts against key metrics to identify adjustments needed to achieve objectives.
Provide input on communications and presentations on progress and impact of marketing efforts for internal leadership, franchisees and external parties.
Relationship Management
Build relationships with cross-functional teams, vendors, and franchisees to translate marketing plans into action.
Maintain ongoing communication with cross-functional teams to discuss needs and address issues.
Oversee external relationships to manage expectations and optimize cost, quality, and timeliness of brand initiatives.
Directs a Cross-Functional Team
Model leadership, provide functional leadership and direct work to drive performance goals.
Set performance goals, provide feedback and development to enhance team performance.
Recognize initiative and ensure ethical compliance and policy adherence.
Education
Bachelor's Degree in marketing, public relations, communications, business, advertising, or related field preferred; Required
Master's Degree preferred
Work Experience
8+ years developing and executing marketing plans/programs; Required
5 years leading a team to achieve goals; Required
3 years managing integration of all categories of marketing; Required
Restaurant, food and beverage, retail or direct-to-consumer experience; Required
New product innovation experience – menu or goods & services; Preferred
Experience leveraging digital media, promotions and public relations to drive results; Preferred
Skills
Ability to evaluate media analytically and understand marketing effectiveness and trends
Knowledge of developing and executing marketing and media plans across multiple platforms
Ability to create and coordinate detailed, integrated programming plans and calendars
Strong business acumen with complex problem solving and strategic decision making
Ability to counsel stakeholders and engage others in solutions
Ability to maintain positive business relationships with franchisees, vendors, and other departments
Leadership ability to mentor and develop staff and drive accountability
Ability to adapt plans under changing demands and priorities
Ability to deliver compelling presentations to key stakeholders
Ability to respond to stakeholder needs in a timely manner
Proficient in Microsoft Office Suite
Certifications / Travel
May be required to travel up to 25% of the time
EEO statements and other legally required notices remain as applicable.
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The Director, International Brand Marketing leads brand strategy development for multiple brands (2+) from insight to execution, owning calendar planning and execution of the integrated brand plans including oversight of cross-functional brand initiatives that impact comp sales (e.g., store redesigns, crew incentives). The Director tracks brand performance/P&L via scorecards and collaborates across multiple markets/countries to deliver core and localized plans for strategic, larger franchisees. This role works with domestic brands, functions, agencies and suppliers to ensure brand standards and to implement/monitor the effectiveness of integrated marketing campaigns and initiatives that optimize the franchisee and guest experience, drive store traffic and profitability. The Director also identifies, grows and supports new platforms for the franchisees, such as digital, loyalty and off-premise. The position has accountability for the marketing strategic plan, media and promotion performance optimization, in-store and in-market creative, and digital/off-premise acceleration by providing leadership, direction and support to achieve the team’s objectives. The Director will help develop/manage a direct report.
Essential Functions
Strategy & Planning
Lead brand strategy, positioning, and value proposition, informed by analytics and consumer insights.
Champion innovative strategies to achieve sales/transactions and marketing goals by monitoring market and competitive conditions, analyzing customer experience data, and assessing program results.
Manage and allocate Brand Marketing budget across all channels, partners, and resources.
Manages Multiple Brands and Markets
Directly manages 2+ brands for international growth and expansion.
Collaborates with franchisees in larger markets to drive localization efforts (menu, marketing, promotion, off premise, etc.).
Tracks brand performance/P&L and publishes a monthly scorecard to drive visibility of sales and marketing results.
National Calendar, Media & Program Execution and Metrics
Establish and drive end-to-end integrated marketing calendar and media plans aligned to Brand revenue goals and profitable growth.
Lead cross-functional partners and internal creative teams in the execution of brand plans, promotions, calendar, projects and initiatives, continually improving results.
Develop strategy briefs to drive integrated media plans with COEs and agencies, focused on measurable sales/transactions, ROAS, engagement and profit metrics.
Measure and report on the effectiveness of marketing efforts against key metrics to identify adjustments needed to achieve objectives.
Provide input on communications and presentations on progress and impact of marketing efforts for internal leadership, franchisees and external parties.
Relationship Management
Build relationships with cross-functional teams, vendors, and franchisees to translate marketing plans into action.
Maintain ongoing communication with cross-functional teams to discuss needs and address issues.
Oversee external relationships to manage expectations and optimize cost, quality, and timeliness of brand initiatives.
Directs a Cross-Functional Team
Model leadership, provide functional leadership and direct work to drive performance goals.
Set performance goals, provide feedback and development to enhance team performance.
Recognize initiative and ensure ethical compliance and policy adherence.
Education
Bachelor's Degree in marketing, public relations, communications, business, advertising, or related field preferred; Required
Master's Degree preferred
Work Experience
8+ years developing and executing marketing plans/programs; Required
5 years leading a team to achieve goals; Required
3 years managing integration of all categories of marketing; Required
Restaurant, food and beverage, retail or direct-to-consumer experience; Required
New product innovation experience – menu or goods & services; Preferred
Experience leveraging digital media, promotions and public relations to drive results; Preferred
Skills
Ability to evaluate media analytically and understand marketing effectiveness and trends
Knowledge of developing and executing marketing and media plans across multiple platforms
Ability to create and coordinate detailed, integrated programming plans and calendars
Strong business acumen with complex problem solving and strategic decision making
Ability to counsel stakeholders and engage others in solutions
Ability to maintain positive business relationships with franchisees, vendors, and other departments
Leadership ability to mentor and develop staff and drive accountability
Ability to adapt plans under changing demands and priorities
Ability to deliver compelling presentations to key stakeholders
Ability to respond to stakeholder needs in a timely manner
Proficient in Microsoft Office Suite
Certifications / Travel
May be required to travel up to 25% of the time
EEO statements and other legally required notices remain as applicable.
#J-18808-Ljbffr