Director of Retail & Field Marketing

The Director of Retail & Field Marketing is responsible for driving system-wide marketing performance through best-in-class execution of innovation and promotional initiatives, co-op and market-level activation and grand opening programs across a franchise system.

This role serves as the critical bridge between brand strategy and in-store execution-ensuring that marketing initiatives translate into consistent, high-impact experiences that drive traffic, sales, and franchisee success.

The Director leads a team responsible for Selling Season execution, Co-Op relationship management and activation, and grand opening activation - while identifying opportunities to strengthen market-level support across the system through scalable tools, targeted initiatives and partnership with field teams.

ESSENTIAL DUTIES AND RESPONSIBILITIES

1. Strategy & System Performance Ownership

Define and lead the go-to-market approach for all Selling Seasons and evergreen promotional initiatives, ensuring alignment with brand strategy and business goals
Establish system-wide standards for promotional execution, merchandising, and in-store activation
Ensure marketing initiatives drive measurable impact on traffic, sales, and guest engagement
Identify opportunities to improve performance across underperforming markets, emerging regions, and key growth areas
2. Market Support, Co-Op & Franchise Integration Oversee co-op and market-level activation strategies, ensuring alignment with national campaigns while enabling local flexibility within brand standards
Provide leadership and oversight for Co-Op engagement, and grand opening marketing, enduring the right level of support is deployed based on business needs.
Partner with Area Representatives and Franchise Business Coaches, to identify opportunities in underperforming, emerging or highly competitive markets and deploy targeted marketing support.
Guide the development of scalable tools, frameworks and extensions that enable effective local activation across both Co-Ops and non-Co-Op markets.
Ensure franchise owners, Co-Op leaders and field partners (ARs/FBCs) have clear communication, tools and visibility to support successful execution
3. Selling Season Performance & Evolution Own the overall performance of Selling Seasons across the system, ensuring initiatives drive traffic, sales, and franchisee engagement
Establish clear standards for execution quality, merchandising effectiveness, and promotional clarity to maximize in-store conversion
Ensure strong processes are in place for evaluating Selling Season performance and capturing actionable insights
Leverage performance insights and recommendations to set direction, prioritize improvements, and evolve future Selling Seasons
Provide direction and priorities to the Retail Marketing Manager to improve execution quality, simplify complexity, and increase franchisee adoption
4. Team Leadership & Development Lead, coach, and develop a team of marketing professionals across retail execution, local marketing, and grand openings
Set clear priorities, workflows, and performance expectations to ensure focus and accountability
Build team capabilities in retail merchandising, franchise marketing, and execution excellence
5. Performance Measurement & Optimization Oversee evolution of frameworks for evaluating Selling Season and local marketing performance (sales, traffic, participation, execution quality, etc.)
Translate data and field feedback into actionable insights and continuous improvement
Identify gaps in execution and implement solutions to improve consistency and impact across the system.
6. Cross-Functional Leadership Ensure strategic alignment across Brand, Creative, Digital, Operations, Supply Chain, Training, Brains, and Build/Store Development teams to support successful execution of marketing initiatives
Partner with senior leaders across functions to integrate marketing into key business processes, including grand openings and market development
Provide guidance and escalation support to resolve cross-functional challenges and remove barriers to execution
Ensure team is aligned on priorities, timelines, and expectations, while empowering managers to lead day-to-day coordination
7. Grand Opening Excellence Ensure grand opening marketing strategies, standards, and playbooks are clearly defined and consistently executed
Partner with Operations, Build and Store Development leadership to embed grand opening marketing into broader launch readiness processes
Monitor performance and identify opportunities to improve early store sales and awareness
This document represents the major duties, responsibilities, and authorities of this job, and is not intended to be a complete list of all tasks and functions. Other duties may be assigned.

ADDITIONAL RESPONSIBILITIES (IF NECESSARY) Participate in conferences and annual company meetings
Manage performance and development needs of all direct reports through annual performance planning and regular performance communication.
Education Bachelor's degree in business, communications, marketing, or related field required
Experience Minimum of 8 years of professional marketing experience, with demonstrated competence in digital marketing, social media marketing, and content marketing.
Experience working in or with a franchise system highly preferred
Experience working in or with a QSR highly preferred
Experience managing remote teams preferred
Proven experience leading multi-unit or franchise marketing strategies
Experience managing co-op advertising funds and working with franchisee groups
Experience leading integrated marketing campaigns across digital, in-store, and local channels
Experience managing agency partners and cross-functional initiatives
Experience leading and developing marketing teams
Knowledge Franchisee or franchisor experience preferred
Strong copywriting skills
High competence in digital marketing, social media marketing, and content marketing
Hands-on experience with CRM software and project management software
Proficient in MS Office Suite
Deep understanding of franchise marketing models, including co-op structures and governance
Strong knowledge of QSR or retail marketing, including traffic-driving tactics and promotional calendars
Understanding of media planning, budgeting, and ROI measurement
Knowledge of local store marketing (LSM) strategies and franchisee engagement
Familiarity with digital marketing channels (paid media, CRM, social, web) and how they drive in-store traffic
Understanding of brand management and consistency across a distributed system
Ability Ability to manage and administer 3rd party vendors or agencies, if applicable.
Ability to organize, interpret and explain customer data.
Ability to maintain discretion with confidential information.
Proven ability to work within budgetary guidelines
Strong communication skills and comfortable with public speaking
Ability to analyze data and prepare meaningful reports
Excellent interpersonal, written, and oral communication skills including public speaking ability
Ability to excel in a remote work environment, both independently and as a member of a team
Ability to manage stress and conflicts in a work setting
Ability to drive a collaborative and inclusive culture
Ability to develop and execute system-wide marketing strategy aligned to business growth goals
Ability to lead and influence franchisees and co-op groups without direct authority
Strong financial and analytical skills, including managing budgets and evaluating marketing ROI
Ability to balance brand integrity with local market flexibility
Strong leadership and team development capabilities
Ability to operate at both strategic and tactical levels
Strong communication and presentation skills, particularly with franchisees and leadership
Ability to manage complexity across multiple markets, stakeholders, and priorities
Physical Requirements Ability to lift up to 20 lbs occasionally and/or up to 10 lbs frequently
Prolonged periods of seated work
The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Other Requirements Reliable internet and setting to perform job remotely
Requires occasional travel to Home Office in East Lansing, MI or other locations/events as assigned

COMPANY OVERVIEW

We believe that coffee brings people together and we are fueled by our purpose to build communities where people feel connected, valued, uplifted, and inspired! We are a 100% franchise company that has grown to over 450 locations in 13 states since we started in 1995. We invite you to grow with us! We are always looking for individuals to join our team who possess a desire to grow and a willingness to share as a professional and individual.

Our Core Values are:

Own Your Impact - Authenticity is the foundation of connection. Integrity, diversity, and respect shape how we show up and support others.

Grow! - We embrace growth as a lifelong journey. We support learning, risk-taking, and celebrating progress.

Display Courage - Courage means showing up even when it's uncomfortable. It's about saying the hard things, standing for values, and growing through challenges.

Elevate Every Day - Greatness lives in everyday moments. We turn the ordinary into something uplifting and memorable.

BENEFITS & PERKS

As a full-time Home Office employee, you would receive a variety of benefits including:

- 10 days of vacation days as a new hire. Vacation days will then increase with your tenure.

- 9 Sick Days, 5 Floating Holidays, and 3 Volunteer Days per calendar year.

- 13 Company-Paid holidays per year.

- A paid sabbatical after every 5 years of employment.

- Family Care Plan (maternity/paternity)

- Bereavement days

The BIGGBY® COFFEE Corporate Office also offers ST/LT disability, 401K w/ employer match (up to 4%), Tuition Reimbursement, $100,000 company-paid life insurance, and medical, dental, & vision insurance.

We also offer numerous perks including a remote office set-up bonus, a fixed monthly allotment, flexible scheduling, discounted pet insurance, discounted BIGGBY® merchandise, discounted college tuition through select universities, and more!

*Candidates will be placed in the salary range based on relevant skills and experience requested for the role.

**Applicants must reside or relocate to a state the BIGGBY® COFFEE Home Office is registered to conduct business in, which are MI, OH, CT, SC, KY, GA, PA, and VA.

BIGGBY® COFFEE exists to build communities where people feel connected, valued, uplifted, and inspired. Global Orange Development, LLC ("GODev") is an Equal Opportunity Employer. Consistent with our values: Grow! Elevate Every Day, Own Your Impact, and Display Courage, we strive to create a safe, supportive community where every individual can thrive.

GODev does not discriminate on the basis of actual or perceived race (including traits historically associated with race including but not limited to, hair texture and hair styles), color, creed, religion, national origin, ancestry, citizenship status, age, sex or gender (including pregnancy, childbirth, pregnancy-related conditions, and lactation), gender identity or expression (including transgender status), sexual orientation, marital status, height, weight, military service and veteran status, physical or mental disability, genetic information, or any other characteristic protected by applicable federal, state, or local laws and ordinances

In accordance with the Americans with Disabilities Act (ADA) and the Michigan Persons with Disabilities Civil Rights Act (PWDCRA), GODev provides reasonable accommodations for applicants and employees with disabilities.

This statement applies to GODev's Home Office employees. Each BIGGBY® COFFEE franchise location is independently owned and operated and is solely responsible for its own employment policies and practices.