The Divisional Leader of Marketing (DLM) is the head of the marketing team for their assigned division. Their primary responsibility is to develop marketing and branding practices that drive traffic growth, grow brand awareness, and build a loyal following. They must also be aligned with brand standards designed to achieve business unit goals. Once developed, the Divisional Leader of Marketing must ensure that these practices are being adhered to by their team of Regional and Area Leaders of Marketing.
He or she is expected to also take the lead in developing long-term operational plans and entry-strategies when opening up a new market. They also must ensure that when opening a new restaurant unit, restaurant opening plans successfully introduce the new restaurant to a new location without negatively impacting the sales of the pre-established restaurant units.
What We Are Looking for:
Passionate, people-first leaders who are intelligent, driven, high-energy, and able to motivate staff. You give high-fives for a living? Perfect! We want someone who is able to set big-picture goals and willing to coach staff to ensure that those goals are achieved.
The Divisional Leader of Marketing is responsible for creating a world-class team of Regional and Area Leaders of Marketing. DLMs must work with the recruiting department to source, select, and hire crew members that are a good fit to company standards. Once crew members are hired, DLMs must provide one-on-one coaching for these positions to ensure that they follow the company’s brand and marketing philosophies. DLMs must be comfortable with stepping in as a mentor for crew members, assessing performance, and providing good feedback to staff. DLMs are expected to collaborate with the Divisional Leader of Restaurants to develop clear goals that align with shared business priorities and business needs. Once goals have been established, DLMs must set clear expectations (both financial and non-financial) that are congruent with the plans and goals of the whole company as well as each business unit. DLMS must then manage and execute restaurant marketing strategies to their maximum potential in order to achieve company and business unit goals for each restaurant unit.
These restaurant marketing strategies involve a combination of Neighborhood Marketing, Media and Public Relations, and Sponsorships as well as partnerships with nonprofit organizations. Divisional Leaders of Marketing must collaborate with each regional marketing team in implementing system campaigns and programs as well as leveraging customer insights in order to develop effective local store marketing plans. They must also identify opportunities to drive and build traffic through neighborhood marketing efforts. In addition, he or she is expected to partner with the Director of Media Planning to ensure that the designated marketing strategy is being correctly utilized at each market area. They are expected to follow up on execution results as well as insights and confirm that Restaurant Marketing teams are following through with plans. When handling sponsorship, Divisional Leaders of Marketing are responsible for identifying, executing, and managing sponsorship opportunities to ensure maximum potential. They must also manage regional sponsorships and budgets.
- Bachelor’s Degree Required – Marketing & Communications Degree preferred
- 10 or more years of marketing experience
- Experience leading high functioning teams with multiple direct reports
- Field marketing experience in a multi-unit restaurant/retail environment
- Knowledge and experience working with media and sponsorships including establishing
- and maintaining new relationships, negotiating contracts, implementing assets, and
- assessing impact.
- Experience with New Restaurant Openings and New Market Entry strategy development
- and implementation
- Expert knowledge of core marketing concepts
- Ability to Travel 50-70%; within designated area
- Desired Qualities
- Exhibits leadership qualities
- Team-oriented, collaborative
- Restaurant Support focused
- Problem-solver, analytical, detailed & process oriented
- Ability to self-motivate
- Ability to exercise good judgment when decision-making
- Ability to self-start and effectively manage multiple projects
- Ability to establish goals and convert them to action plans
- Data-driven and results-oriented
- Exhibits strong interpersonal skills
- Acts as a role model