The Manager, Field Marketing, is responsible for supporting and growing franchisees' sales, traffic, and profitability by planning and executing effective regional marketing plans, aiding in the execution of national marketing campaigns, and launching new can openings. Your main clients are Smalls Sliders franchisees, Corporate Cans, and their operating teams. You will lead the development and execution of Can & DMA level marketing plans that are aligned to brand standards and designed to achieve Business Unit goals. In addition to consistently driving Customer traffic, goals will include establishing a strong brand with clear market positioning to increase brand loyalty. You will be responsible to evaluate the effectiveness of marketing strategies, tactics & programs and provide feedback, collaborate with the cross-functional team to influence the evolution of programs, systems & processes.
Responsibilities
Works closely with Marketing, Operations, and Franchisees to ensure successful execution of brand programs including new product/promotion rollouts
Facilitates the accurate and timely communication of brand marketing programs, systems, and procedures to franchisees
Pitches and sells-in to franchisees, then manages communication and execution of, local market tests.
Supports the analysis of promotions, marketing programs, and new product introductions and effectively measures their success to help gain greater understanding of local sales, traffic, and profitability Influences franchisee sales and profitability by making data-driven recommendations across all product and sales channel categories
Provides reporting and business/trend analysis allowing performance analytics team and franchisees to make profit-maximizing decisions
Collaborates with Business Unit leaders to evaluate the marketing readiness of each Restaurant to establish support approach and expectations
Responsible for enforcing Smalls Sliders brand standards and Can Marketing philosophies
Responsible for developing and executing business unit marketing plans that include specific marketing objectives (Sales, Customers, ROI & Brand Loyalty goals)
Uses aligned to ROI methodologies to measure the effectiveness of marketing plans and recommend adjustments as needed
Participate in ongoing training of new and existing marketing programs and philosophies
Identify support needs for the Cans to inform NCO projects, priorities and resources
Knowledge, Skills, and Abilities
Bachelor's Degree Required (Marketing & Communications degree preferred) or relative experience in a field marketing role
3-5 years of Marketing experience required
Field Marketing experience in a multi-unit restaurant /retail environment ("trade area based" marketing planning & execution)
Knowledge and experience working with media and sponsorships including establishing new & maintaining relationships, negotiating contracts, implementing assets and assessing impact
Demonstrates strong business acumen, interpersonal skills, and influencing ability to maintain and grow productive relationships with franchisees
Demonstrates effective written and verbal communication, to include formal presentations and the ability to prepare and present to franchisees on a regular basis and senior leadership on an occasional basis
Must have the ability to interface and maintain excellent professional relationships with a variety of audiences to include franchise partners, ad agencies, local marketing vendors, internal RBI functions, and senior leadership
Demonstrates high level of problem-solving skills Advanced in Microsoft Suite (especially Excel and PowerPoint)
Honesty, high integrity, personal accountability, ownership, and a passion for the success of the brand, the team, and personal career growth
Travel involved
Other duties as assigned by leadership
It is the policy of Smalls Sliders to provide equal employment opportunities for all applicants and team members without regard to race, color, religion, sex, age, marital status or civil partnership, national or ethnic origin, pregnancy or maternity, veteran status, uniformed service (as defined by 10 U.S.C. §101 (a)(5)), protected disability status, genetic information, sexual orientation, gender identity, gender reassignment, or gender expression, or any other characteristic protected by statute or law.