Overview
This role is responsible for leading the brand experience strategy across end-to-end consumer journey and strategic marketing activities. This role will work closely with the VP, Brand Experience to develop the marketing annual strategic and tactical plan. The Director – Brand Experience will drive the full-bar (on and off-prem) business by enabling a wholistic view of the business, driving identification of business objectives and prioritization. The role will quarterback overall execution of brand plans, working cross-functionally, and vertically, to deliver against topline goals.
Responsibilities
- Collaborates with VP, Brand Experience and CMO to develop annual marketing plans
- Accountable for building and directing brand calendar strategy utilizing cross-functional inputs (e.g., LTOs, ops/marketing initiatives) to deliver business goals for year, month, week
- Works cross-functionally to quarterback the execution of the fully integrated marketing calendar throughout the year
- Manages Franchisee Association meeting and stakeholder guidance
- Manages the performance and career growth of team
Requirements
- 4 year Degree in Business Administration, Marketing, Statistics, Social Science, etc
- Master's Degree Preferred
- 10+ Years of experience in Strategy, Marketing, Research, Data Analytics, Consulting, or related field
- Strategically-minded marketer with strong business acumen, including P&L fluency – a general manager mindset
- Ability to translate complex business challenges into clear, simple strategies and executable plans
- Program management connecting strategy, timing, and cross-functional execution into a clear operating rhythm
- Deep understanding of brand DNA, including but not limited to market size, competitive positioning, target consumer segments
- Creative thinker and conceptual problem-solver who can unlock growth opportunities across the brand experience
- Experience in franchisee organization
- Strong communication skills and ability to speak and write concisely and effectively, adapting messages to a range of audiences
- Self-starter and entrepreneurial leader who performs in a lean, fast-paced environment
- Thrives in collaborative, matrixed, and cross-functional organization with strong ability to influence
- Ability to develop and mentor others
- High EQ, internally and with Franchisees
- 15% Travel Required