What are the responsibilities and job description for the Go-to-Market, Brand Extensions Strategist position at Chick-fil-A, Inc.?
Overview:
The ideal candidate for this position is a highly creative, yet analytical thinker with experience identifying opportunities for brand extensions and bringing new brands to life under a master brand. This person should be imaginative, highly motivated, results-oriented, with exceptional brand storytelling skills and a proven track record of launching new products or brands. This person needs to be able to take a big idea and translate it into actionable tactics to bring to life.
Responsibilities:
With any of these responsibilities:
The Brand Strategy Team is looking for a Brand Extensions Strategist to lead, development and execute new private label brands within the Chick-fil-A ecosystem. The Brand Extensions Strategist role reports to the Brand Pioneering Lead on the Brand Strategy team and will serve both the Advertising, and Media teams as well as other teams within Marketing, the Chick-fil-A organization, and enterprise on many go-to-market customer products, offers and services that have yet to be created.
The ideal candidate for this position is a highly creative, yet analytical thinker with experience identifying opportunities for brand extensions and bringing new brands to life under a master brand. This person should be imaginative, highly motivated, results-oriented, with exceptional brand storytelling skills and a proven track record of launching new products or brands. This person needs to be able to take a big idea and translate it into actionable tactics to bring to life.
Responsibilities:
- Lead projects and processes with internal stakeholders where brand positioning and systems, including the Chick-fil-A Brand System, create alignment and direction, such as with innovation projects
- Conduct and analyze research to idenitify and evaluate new categories for brand extensions, leveraging Chick-fil-A’s core competencies and equities to provide added value to our customer’s lives beyond food
- Develop new brand extensions to drive strategic growth by harnessing insights and crafting brand strategies, including positioning, identity, signature touchpoints and go to market plans
- Lead cross-functional team and agency partners in new product developments, including promotional and distribution strategies to optimize omnichannel engagement
- Create key learning summaries with post product/brand launches to evaluate sales data, customer sentiment product trends and market response
- Partner with enterprise subsidiaries to align, as appropriate, go to market efforts to the master brand and advise for maximum brand success and business impact
With any of these responsibilities:
- Utilize consumer segmentation and audience strategy in addition to brand equity tools to develop clear and compelling insights that drive go to market actions
- As needed, develop strategic briefs for annual campaign purposes and lead initial briefing processes
- Craft strategic brand point-of-view documents for internal stakeholders
- Leverage strategic tools and creative fluency to provide concepts, ideas, examples of tactics to garner excitement, alignment
- Work with/direct partner agencies to provide supporting information and ideas
- Bachelor’s degree
- Experience in Keynote design and with strong presentation experience
- 3 year experience incubating a new brand or product from conception, positioning, design, naming through launch
- 3 years of experience in strategic thinking but also creative fluency (ie, can cast strategic vision and also provide creative ideas to support when needed
- 5 years experience working in a brand strategy, brand planning/management role
- 5 years experience managing multiple simultaneous projects requiring frequent communication, organization/time management and problem-solving skills
- Strong writing and storytelling skills
- Intermediate Excel skills
- Strong affinity for the Chick-fil-A brand
- Flawless attention to detail and a commitment to producing high-quality work
- Highly collaborative and comfortable working cross-functionally with various departments and teams
- Enjoys working in a fast-paced environment and can pivot quickly with the continual changes of the business
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