Manager, Field Marketing

The Manager, Field Marketing plans, develops, and executes marketing programs and development of local/regional marketing plans to build brand awareness, drive guests/targeted audiences to the brand/stores, and achieve profitability and long-term success/growth. This position is the primary contact/support with the franchisees within assigned territory. Execution

• Manages projects, programs, and vendor relationships, develops and executes against timelines, tracks performance, and ensures projects are within budget, meet quality standards, and align with key performance indicators and brand standards.
• Executes on program goals and manages aspects of marketing programs, including themes, messages, content, collateral, landing pages, and event logistics from concept through execution and follow up.
• Educates, teaches, and trains franchisees in a variety of marketing tactics, including implementing local/regional marketing initiatives, utilizing social media to promote the brand, and revenue generation at the local level.
• Implements marketing and campaign plans, including positioning, campaign development strategies, and market strategy insights.
• Researches and pursues non-traditional local media avenues that may benefit the brand and franchisee.
• Implements and monitors marketing calendar/activities and provides input on local/regional needs.
• Tracks effectiveness of marketing efforts and projects against budget, quality standards, and brand standards.
• Monitors franchisees’ usage of trademarks and logos to ensure alignment with standards.

40%
Relationship Management

• Builds effective working relationships with franchisees and vendors to translate franchisees’ needs into action.
• Maintains consistent communication (e.g., phone, email, face-to-face, etc.) with franchisees to discuss specific marketing needs, to encourage franchisees’ engagement in marketing their business, and to maintain compliance with brand standards.
• Establishes and maintains trust and credibility with franchisees, vendors, and marketing associates.
• Interfaces with industry and professional organizations to increase awareness of the brand and to expand networking opportunities.
• Maintains vendor relationships to manage expectations (e.g., high level of service, accountability, etc.), to provide timely feedback, and to maximize cost efficiency, quality, timeliness, and responsiveness in a manner that best supports the organization’s initiatives.

40%
Planning

• Partners with the marketing leadership and franchisees to develop marketing plans and programs for initiatives, campaigns, promotions, and product launches, to achieve desired objectives/targets, and to support the overall brand strategy.
• Partners with franchisees to drive effectiveness, to identify opportunities for improvement, to understand marketing needs, and to increase sales.
• Provides input and supports the menu development strategy, testing, and logistics.
• Collaborates with external partners and the creative team to develop promotional materials and marketing elements that align with the overall brand voice, platform, and strategy.

10%
Insight Generation

• Gathers and analyzes customer experience data, market research, market penetration, and the results of marketing programs to provide recommendations on adjusting market strategy/tactics, to increase sales/transactions, to achieve marketing goals, and to maintain awareness of changing market and competitive conditions.
• Collaborates with the marketing research/consumer insights team to define customer targets and marketing mix.
• Conducts competitive and brand pricing analysis and provides to marketing senior leadership for deeper analysis and decision making.

10% Requirements: Education
Bachelor's Degree Marketing, public relations, communications, business, advertising, or other related discipline Pref
Work Experience
4-7 years Experience in marketing, business administration, sales, or related field Pref
4-7 years Experience developing and executing local/regional marketing plans and programs Pref
Experience leveraging media, promotions, and public relations to drive results Pref
Retail, franchisee, and/or food service experience Pref
Skills and Abilities
Working knowledge of developing and executing marketing plans and programs across multiple platforms
Ability to analytically/statistically evaluate traditional and interactive media, marketing effectiveness, overall sales, and competitive trends
Ability to create program goals, messaging, communication, and overall event plans
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 present to key stakeholders in a relevant and compelling manner
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 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 anticipate and respond to the needs of stakeholders (e.g., internal and external customers, etc.) in a timely manner
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
Proficient in Microsoft Office Suite
Ability to travel overnight approximately 40% annually