VP, Performance & Digital Marketing

Essential Functions

• Marketing Budget (Ad Fund) Planning & Optimization
• Concept, implement and lead the annual and quarterly Ad Fund planning process, rooted in quarterly & monthly measurable business objectives, allocated appropriately across the full funnel to achieve those objectives, employing best practice ratios including media/production and upsell/traffic, and based on past marketing effectiveness measurement.
• Collaborate with head of marketing for each Brand (VPM's) in support of effective budgets.
• Marketing Effectiveness: Marketing lead, in partnership with Analytics & VP Finance, to continually improve the strategic framework and KPIs measuring holistic performance, as well as driving action based on learnings to adapt marketing strategy across brands
• Data Science, Marketing Technology & Digital Enablement-Marketing Partnership
• Marketing partner to technology/digital team leaders, developing marketing vision and leading brands to transform marketing to leverage these new capabilities to build the brand and the business.
• Omni-Channel 1P Customer Segmented Marketing Planning
• Collaborative process to leverage data driven behavioral customer segments to deliver targeted messages across media, digital properties, and other owned channels.
• Partner with SVP Digital & Marketing Technology, VP of Digital and other teams to champion and deliver industry-leading marketing-tech practices across the entire marketing ecosystem including dynamic creative optimization, personalized experience, and closed-loop test/learn.
• Media Strategy, Planning & Effectiveness
• Lead full-funnel media strategy in partnership with Sr Director Media & Strategy (direct report) and their team, including developing new capabilities in performance media and further deepening usage of 1P customer data in media.
• Lead the teams to define and enable the strategy and execution of media micro-moments across the customer journey when customers are most receptive to a specific message, ensuring message/offer is aligned with consumer media behaviors to maximize ROI. Employ continual creative test & learn strategy.
• Lead the team to cultivate strategy and relationship with key direct partners in the Media & affiliate space, collaborating with enterprise partnership engine, and defining measurable balanced scorecards for each. (ex. Google, Cardlytics, Dinova, Yelp)
• Marketing Effectiveness & Test / Learn Agenda
• Lead with Analytics & Finance, improve the strategic framework & KPIs.
• Loyalty Acquisition
• Maximize growth through best practices, focused plans, and test / learn agenda.

Job Summary

Data driven, digitally savvy Marketing leader passionate about building a performance culture based on analytic test / learn strategies which over time inform the optimal marketing mix and customer journey. Working with all 7 iconic Brands in the portfolio, champion and develop a culture of marketing performance and effectiveness and lead the development of marketing strategies to maximize Focus Brands' investment in media, data science and marketing technology, working with the teams across the organization. Educate and inspire adoption of full-funnel marketing best practices, informed by data and analytics. Lead the development of strategies to leverage data driven behavioral customer segments across media, digital properties, and other owned channels - ensuring the right message, at the right time to increase loyalty and brand affinity.

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