Focus Brands LLC
Vice President, Marketing
Atlanta, GA | $227K - $387K
Qualifications
- Recognizes initiative, innovation, and work well done to create a positive work environment of excellence
- Bachelor's Degree, Business, marketing, communications, advertising, or other related field of study , Pref
- More than 15 years, Experience in marketing or advertising, Pref
- 4-7 years, Experience in leadership, Pref
- Experience in successfully managing multiple agencies including a national media agency, Pref
- Retail, franchisee, restaurant, food, beverage, and/or international experience, Pref
- Strong Knowledge of national and local traditional and digital media planning and buying
- Ability to develop and align strategic marketing and advertising plans with brand objectives
- 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 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
- Ability to adapt and adjust planned work through analyzing work demands, competing priorities, and tight deadlines; and to understand the most effective and efficient means to accomplish tasks within the parameters of the organizational structure, processes, systems, and policies
- Ability to assess situations, provide counsel, and identify solutions that resolve challenges/issues, while considering the best interests of all parties; to develop and implement short and long-term solutions; and to apply effective problem solving and decision-making to address business needs and issues
- 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
Responsibilities
- Primarily accountable for reflecting the brand ambition/positioning/architecture in all elements of communication/marketing programs across all channels
- Orchestrates, aligns, and influences Franchise organizations around the Annual Operating Plan and long term 5 yr plan
- Responsible for managing and orchestrating Franchisee Advisory Council meetings, activities, plans, etc
- Leads strategic development of brand marketing plan and calendar to increase brand relevance, drive profitable sales, increase visitation, and create interest/excitement for the brand
- Develops long range brand goals and objectives for domestic markets
- Leads development of analysis of marketing programs and adjusts strategy and tactics to increase effectiveness
- Develops and implements marketing and advertising strategies based on promotion, brand, and menu objectives
- Monitors and analyzes performance of marketing initiatives for continual optimization
- Provides strategic direction and maintains execution cadence for key national agencies
- Partners with cross-functional department leaders to ensure brand promise is delivered to all consumers (multi-channel)
- Provides strategic leadership and executional direction to the Franchise Marketing team
- Collaborates with the Channels and International teams to approve marketing materials across the channels, build the brand, and increase revenue
- Creates the national marketing calendar, including annual core pillars, key new product initiatives, system-wide promotions, and programs to increase sales
- Accountable for ensuring national and local funds generate ROI above category benchmarks
- Executes all marketing aspects of the brand's technology programs, in alignment with the frameworks of Shared Services (e.g., Digital marketing, Loyalty program, digital menu boards, online and mobile ordering program, etc.)
- Partners with the marketing and creative teams to create marketing elements (e.g., media, digital, social, etc.) and local/franchisee
- Collaborates with the brand team and Shared Services to plan and conduct consumer and market research to identify opportunities for increased sales
- Develops, manages, and has financial responsibility for the national brand marketing/advertising budget, oversees the planning and execution of the national marketing budget, and provides strategic direction for local marketing dollars
- Plans the Ad Fund based on the centralized Ad Fund tool and is accountable to make sure all fees and invoices are allocated to the correct cost center with the Ad Fund tool, limiting any deviation between planned expense and actual
- Partners with menu management/ culinary team members to lead the development of the consumer focused menu strategy, including menu platform development, product launches and/or Food Event Development
- Oversees the culinary team to test and introduce new products, build existing menu platforms, and ensure quality
- Collaborates with the international team on menu innovation
- Builds and Directs a High Functioning Team
- Recognizes and plans for inter-dependencies associated with Restaurant level execution of marketing and menu programs
- Able to instill in team members the need for collaboration across Brand disciplines and Focus departments
- Holds others accountable for conducting business in a legal and ethical manner while complying with policies, laws, and regulations related to business and employment
- 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.)
- He/She serves as the expert on actionable consumer insights and the development of consumer focused strategies and tactical plans that drive sales and traffic momentum
- The role will is accountable for calendaring the annual consumer plan to achieve sales, traffic and EBITDA objectives and is also accountable for developing strong cross functional teams across Ops and Marketing to ensure high levels of execution
- The VP, Marketing will provide requirements for demand generation tools as well as lead the brand level execution of demand generation capabilities developed by Shared Services
- 10,001+ employees
- Retail, Hospitality, Food and Beverage, Restaurant, retail, Fast Food, hospitality, Franchising, Franchise, restaurant
- Privately Held
- Atlanta, GA
- Company Specialties:
Food, Smoothies, Icecream, Pretzels, Sandwiches, Cinnamon Rolls, Burritos, Snacks, and Franchise
Company information
Atlanta-based Focus Brands® is a leading developer of global multi-channel foodservice brands. As of December 25, 2022, Focus Brands, through its affiliate brands, is the franchisor and operator of more than 6,600 restaurants, cafes, ice cream shoppes, and bakeries in all 50 states and over 60 countries and territories under the Auntie Anne’s®, Carvel®, Cinnabon®, Jamba®, Moe’s Southwest Grill®, McAlister’s Deli®, and Schlotzsky’s® brand names, as well as the Seattle’s Best Coffee® brand on certain military bases and in certain international markets. Please visit www.focusbrands.com to learn more. As a leading developer of iconic food-service brands around the globe, we know our company is only as strong as our people. And that’s why we’re committed to providing our associates with a work environment that encourages and supports innovation, collaboration, and fun! From our unique family culture to our focus on personal development, a career with Focus Brands is anything but ordinary. We rely on the unique attributes and experiences each of our associates has to offer, we remain focused on providing every individual with continuous opportunities to grow their skills, develop their talents, and unlock their potential as part of a collaborative and supportive team. We’re unleashing the power of our brands with the passion of our people – and we want you to join us!
