Director - Brand Experience, BWW GO
BUFFALO WILD WINGS, INC., Buffalo, NY, United States
The Director – Brand Experience, BWW GO is responsible for driving top-line sales growth for BWW GO through off‑premise channels, which now represent 75%+ of total sales and serve as the primary engine of revenue growth. This role is fundamentally performance‑driven, focused on supporting and optimizing the marketing calendar, driving analytical rigor, defining effective menu architecture, and leading digital performance across the off‑premise guest journey.
This role sits at the intersection of commercial strategy, digital execution, and cross‑functional partnership. Success in this role requires a leader who has demonstrated the ability to build strong, trusted relationships across teams, partner effectively to move work forward and influence outcomes.
BWW GO is in a dynamic growth phase. The ideal candidate is energized by working in a scaling environment, eager to make a meaningful impact, continuously learn, and help drive the business forward as it evolves.
RESPONSIBILITIES Commercial & Marketing Calendar Leadership
Own and lead execution of the GO marketing calendar, ensuring initiatives are prioritized, sequenced, and optimized to drive sales, traffic, and digital performance.
Translate enterprise and brand strategies into disciplined, results‑oriented off‑premise plans in close partnership with BWW's, Commercial, Digital, and Operations teams.
Partner with Commercial and Revenue Management teams on pricing recommendations, promotional strategy, and value optimization for off‑premise occasions.
Menu Architecture & Guest Experience
Lead the definition and ongoing evolution of menu architecture for GO channels, ensuring offerings are optimized for digital platforms, guest relevance, and operational execution.
Collaborate cross‑functionally to align menu strategy with guest behavior, analytics, and operational realities.
Evaluate item‑ and occasion‑based performance using data and insights, making recommendations to improve mix, conversion, and average check.
Digital Performance & Analytics
Provide strategic oversight of digital performance for the GO business, partnering closely with digital retail and consumer retail teams.
Establish analytical rigor across GO marketing initiatives by monitoring KPIs, diagnosing trends, and identifying opportunities to strengthen performance.
Use insights and data to guide decision‑making, prioritize initiatives, and assess ROI across programs.
Cross‑Functional Leadership & Influence
Build strong, collaborative relationships across BWWs, Commercial, Digital, Operations, Revenue Management, and Franchise teams to drive alignment and execution.
Influence decisions and outcomes through strong judgment, data‑driven storytelling, and credibility, rather than direct authority.
Lead cross‑functional intake, prioritization, and Stage Gate execution to ensure initiatives move forward efficiently and deliver business results.
Navigate ambiguity and competing priorities in a growth environment while maintaining accountability for off‑premise performance.
Team Leadership & Development
Lead and develop the GO Marketing team.
Set clear direction and expectations while creating an environment that encourages learning, ownership, and impact.
Model a growth mindset and foster a collaborative, high‑performance team culture aligned to business outcomes.
EDUCATION QUALIFICATIONS
8–12+ years of experience in commercial strategy, digital performance, menu strategy, or growth‑focused brand or marketing roles; QSR or multi‑unit retail experience strongly preferred.
REQUIRED KNOWLEDGE, SKILLS or ABILITIES
Demonstrated success partnering cross‑functionally and influencing outcomes without direct authority in complex, matrixed organizations.
Experience driving revenue‑impacting initiatives rather than purely brand or creative work.
Strong analytical mindset with the ability to translate insights into action and influence senior stakeholders.
Comfort operating in a growth‑oriented, evolving business where learning, adaptability, and initiative are critical.
Executive communication skills, sound judgment, and enterprise‑level thinking.
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This role sits at the intersection of commercial strategy, digital execution, and cross‑functional partnership. Success in this role requires a leader who has demonstrated the ability to build strong, trusted relationships across teams, partner effectively to move work forward and influence outcomes.
BWW GO is in a dynamic growth phase. The ideal candidate is energized by working in a scaling environment, eager to make a meaningful impact, continuously learn, and help drive the business forward as it evolves.
RESPONSIBILITIES Commercial & Marketing Calendar Leadership
Own and lead execution of the GO marketing calendar, ensuring initiatives are prioritized, sequenced, and optimized to drive sales, traffic, and digital performance.
Translate enterprise and brand strategies into disciplined, results‑oriented off‑premise plans in close partnership with BWW's, Commercial, Digital, and Operations teams.
Partner with Commercial and Revenue Management teams on pricing recommendations, promotional strategy, and value optimization for off‑premise occasions.
Menu Architecture & Guest Experience
Lead the definition and ongoing evolution of menu architecture for GO channels, ensuring offerings are optimized for digital platforms, guest relevance, and operational execution.
Collaborate cross‑functionally to align menu strategy with guest behavior, analytics, and operational realities.
Evaluate item‑ and occasion‑based performance using data and insights, making recommendations to improve mix, conversion, and average check.
Digital Performance & Analytics
Provide strategic oversight of digital performance for the GO business, partnering closely with digital retail and consumer retail teams.
Establish analytical rigor across GO marketing initiatives by monitoring KPIs, diagnosing trends, and identifying opportunities to strengthen performance.
Use insights and data to guide decision‑making, prioritize initiatives, and assess ROI across programs.
Cross‑Functional Leadership & Influence
Build strong, collaborative relationships across BWWs, Commercial, Digital, Operations, Revenue Management, and Franchise teams to drive alignment and execution.
Influence decisions and outcomes through strong judgment, data‑driven storytelling, and credibility, rather than direct authority.
Lead cross‑functional intake, prioritization, and Stage Gate execution to ensure initiatives move forward efficiently and deliver business results.
Navigate ambiguity and competing priorities in a growth environment while maintaining accountability for off‑premise performance.
Team Leadership & Development
Lead and develop the GO Marketing team.
Set clear direction and expectations while creating an environment that encourages learning, ownership, and impact.
Model a growth mindset and foster a collaborative, high‑performance team culture aligned to business outcomes.
EDUCATION QUALIFICATIONS
8–12+ years of experience in commercial strategy, digital performance, menu strategy, or growth‑focused brand or marketing roles; QSR or multi‑unit retail experience strongly preferred.
REQUIRED KNOWLEDGE, SKILLS or ABILITIES
Demonstrated success partnering cross‑functionally and influencing outcomes without direct authority in complex, matrixed organizations.
Experience driving revenue‑impacting initiatives rather than purely brand or creative work.
Strong analytical mindset with the ability to translate insights into action and influence senior stakeholders.
Comfort operating in a growth‑oriented, evolving business where learning, adaptability, and initiative are critical.
Executive communication skills, sound judgment, and enterprise‑level thinking.
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