Vice President Local Marketing
About the Opportunity
We are searching for a seasoned and strategic marketing leader to oversee our Restaurant Marketing division. In this leadership role, you will be responsible for developing and executing localized marketing plans that drive sales, customer traffic, and brand loyalty across all restaurant locations. You will lead a team of regional marketing managers, fostering a culture of collaboration and high performance.
Key Responsibilities:
- Lead the day-to-day operations, activities, and development of the regional Restaurant Marketing team.
- Collaborate with key stakeholders across the organization, including Business Unit Leaders, Operations Leadership, and the Restaurant Support Office (RSO) Marketing function, to develop and execute effective marketing strategies that align with overall business objectives.
- Partner with regional marketing managers to create robust marketing plans for each market, including specific goals for sales, customer acquisition, return on investment (ROI), and brand loyalty.
- Ensure adherence to ROI methodologies and implement processes to monitor and evaluate marketing campaign effectiveness.
- Champion and enforce Raising Cane’s brand standards across all marketing initiatives.
- Develop and implement a comprehensive Active Community Involvement (ACI) strategy to foster positive relationships with local communities.
- Partner with the Recruitment team to source, select, and hire high-caliber talent to support the company’s growth.
- Oversee, develop, and mentor Restaurant Marketing team members, providing constructive feedback and coaching.
Restaurant Marketing Function:
- Develop and manage a detailed marketing budget that allocates resources for restaurant-level marketing activities and monitor financial performance.
- Ensure regional marketing managers have the necessary tools and systems (marketing plans, media resources, sponsorship programs) to support their respective restaurants.
- Collaborate with the Director of Media Planning to develop and execute media plans that build brand awareness, drive traffic, and cater to individual market dynamics.
- Partner with the RSO Marketing team to leverage customer insights and implement system-wide marketing campaigns and programs effectively at the local level.
- Identify grassroots marketing opportunities to increase brand awareness and drive traffic to restaurants.
- Support local communities through marketing events, partnerships, and tools that embody Raising Cane’s philosophy.
- Conduct budget reconciliation and prepare/share regular reports (weekly, monthly, quarterly) on sales, traffic, and other relevant data.
- Collaborate with Business Unit Leaders and the Finance & Planning department (FP&A) to inform company-wide sales and traffic forecasts.
Company Restaurant Marketing Strategy and Planning:
- Identify and evaluate sponsorship opportunities, manage budgets, and oversee sponsorship execution.
- Partner with the Director of Media Planning to ensure appropriate marketing strategies are deployed in each market. This includes communicating effectively with restaurants, following up on execution, and incorporating market insights into plans.
- Collaborate with the Customer Communications team to manage customer relations and promote brand engagement.
- Partner with the Creative Services team to ensure brand standards are consistently upheld across all marketing materials.
- Lead the development and execution of marketing plans to support the launch and ongoing success of new restaurant openings.
Qualifications:
- 15+ years of experience in field marketing management within a multi-unit restaurant or retail environment.
- Proven track record of leading and developing large, geographically dispersed marketing teams.
- Experience working with media and sponsorships.
- Excellent organizational skills with the ability to manage multiple, evolving priorities.
- Strong written and verbal communication skills with a collaborative and results-oriented leadership style.
- Proficiency in Microsoft Office Suite (Excel, PowerPoint, Word).
- Strong financial acumen.
- Ability to travel 30-40% of the time.
- Bachelor’s degree required.