VP, Integrated Marketing & Innovation

Essential Functions

• Full Funnel Integrated Marketing Planning
• Evolve and lead the integrated planning process that will connect all customer touchpoints into a strategic and cohesive plan rooted in brand positioning to deliver annual sales and traffic goals, as well as multi-year innovation and brand building goals.
• Lead the integrated planning team to collaborate as strategic thought partners with each brand's marketing lead (VPM's), helping ensure each brand's customer journey and insights, brand positioning, evergreen platforms/messages, and menu strategy come together in a streamlined, breakthrough annual plan focused on the most impactful brand and revenue levers.
• Sponsor and lead cross functional planning sessions with VPM's and senior cross functional leaders to ensure brand plans and enterprise transformation complement and synchronize to accelerate impact.
• Lead the planning process (Annually, Quarterly & GTM).
• Connections Planning & Go-To-Market
• Concept and develop process and tools to increase effectiveness, cultivate best practices across brands, and inspire/mentor marketers at all levels of the organization through GTM & connections planning.
• Lead GTM integrated marketing planning, with a focus on evolving to strategic integrated planning sessions rooted in an impactful brief and resulting in together developing a connected communication plan, which then enables all Engines to better leverage their expertise to best practices to life in the most effective way.
• Menu Strategy
• Concept, implement and lead Menu Strategy & Architecture, collaborating with VPM's, Head of Culinary, and the revenue management team. Drive annual strategic updates, leveraging data & insights, as well as customer journey evolution to ensure menu strategy enhances the brand's market position.
• Collaborate with brand teams to ensure brand plans and menu innovation strategies support mid-term growth priorities as well as brand positioning.
• Multi-year Growth & Innovation
• Architect 3-year portfolio growth road map across customer experience, industry evolution, consumer trends and more, working with Insights, Store Design, VPM's and more
• Lead cross-functional white space growth opportunities.
• Brand Positioning, Management & Full-Funnel Creative
• Steward Grade A Brand Management across the organization. Advance brand strategy foundations (e.g. brand positioning, customer segment mindsets & needs, unique brand pillars, RTBs, brand architecture) which help consumers understand how each brand is unique and fuels each brand's competitive advantage and focus.
• Responsible for in-house 'Devour' creative agency, led by Executive Creative Director and Director, Creative Services & Operations. Accountable for the development, messaging guidelines and execution of creative across all customer touchpoints. Ensuring each moment in the connections plans resonates with breakthrough brand creative that activates on the customer need and drives the desired action while delivering on the brand promise.
• Catering Growth
• Lead catering channel growth strategies across the enterprise - including marketing, operations, menu, technology, and loyalty/digital experiences, partnering across the organization to drive double digit growth and open new revenue channels. High growth, B2B and B2C channel with opportunity for cross-brand marketing and personalized selling.

Job Summary

Consumer centric, commercially savvy brand leader with a passion for building a long-term vision and delivering annual growth. Act as a trusted partner working with all 7 iconic Brands in the portfolio, to drive brand vision, strategic plans and annual integrated marketing plans that will set the stage for sustainable and scaled growth to drive sales, traffic, and build brand loyalty.

Education

• Bachelor's Degree required;
• Master's Degree, Business Administration, preferred

Work Experience

• 15 years' experience in marketing with both digital/performance marketing and brand marketing experience, preferred
• 4-7 years' experience in leadership, Retail, franchisee, restaurant, food, beverage, and/or international experience
• Experience in a Matrix Environment, preferred

Skills & Abilities

• Analytical
• Utilizes fact-based decision-making and drives business plans through the interpretation of data.
• Commercial & Operations Acumen
• Understands the factors that drive performance with a proven track record of success leading marketing efforts in a matrix environment
• Consumer and Customer Orientation
• Recognizes the behaviors and needs of consumers and customers to drive outcomes.
• Drives Execution or Execution Orientation
• Demonstrates a strategic mindset with the ability to develop and act on clear and methodical plans to influence outcomes and drive business objectives.
• Humility
• Demonstrates self-awareness, and acceptance of others' contributions/ideas, while being open to new ideas. Acts on feedback. Leads with humility yet confident.
• Influence Outcomes
• Seeks to understand before being understood. Impacts behaviors and opinions to drive outcomes to achieve business goals through collaboration and effective communication.
• Leading Through Change
• Demonstrates a track record of fostering innovation and acting quickly in response to internal and external perspectives. Ability to inspire and motivate others to see and execute the vision.
• Ownership
• Takes prompt action to accomplish objectives and proactively works to achieve goals beyond what is required.
• Perseverance
• Maintains a high level of performance and recovers quickly from setbacks. Displays tenacity when encountering challenges and obstacles.
• Team Development
• Ability to lead and cultivate highly effective teams. Drives results at the individual level through coaching, feedback, and mentoring.