Sr. Director International Brand Marketing

Job Summary

The Sr. Director of International Marketing leads all aspects of brand ownership for six brands – Auntie Anne’s, Carvel, Cinnabon, Jamba, Moe’s and Seattle’s Best Coffee. This includes the development and execution of corporate and local marketing strategies and plans to enable continued international growth and profitability. This position also plays a crucial role in developing the growth strategy for market expansion, brand development and new platforms. This role leads a team responsible for implementing international marketing plans by leveraging consumer insights, market trends, data - as well as input from the field team and franchisees. Must be comfortable with being a “player/coach” at times to personally lead initiatives.

Essential Functions

• Brand Leadership & Business Ownership – Have a "commercial mindset" to analyze how brand initiatives will impact the ecosystem including FZ and company profitability.
• Tracks brand performance, identifying opportunities for growth.
• Leads the development and execution of comprehensive marketing plans by partnering and leveraging domestic learnings and the field marketing teams to drive overall market penetration and value.
• Develops and oversees the implementation of advertising strategies in response to product objectives; partners with marketing team to develop and implement international brand marketing/advertising plan and budget.
• Oversees the implementation and management of regional promotional calendars to drive key new product initiatives, system-wide promotions and programs to increase sales.
• Ability to work in a matrixed organization across domestic brands, commercial partners and regional stakeholders.
• Partners with International’s senior leadership team to define the group’s strategic objectives and plan, owning and leveraging insights and data to lead strategy development.
• Leads marketing team in translation of the strategic objectives into marketing related goals, priorities, strategies and plans to drive international growth.
• Works with regional teams to define necessary marketing and advertising budget and resourcing needed to effectively support planned openings, projected sales and enhanced products and innovation.
• Reviews reports, analysis, and status updates on marketing programs and franchise performance to identify trends and make specific marketing/advertising recommendations for improved performance.
• Oversees the planning and implementation of consumer and market research to identify insights and opportunities to enhance the customer experience and increase sales.
• Works closely with the Culinary team to develop and launch product innovation
• Monitors an approval process to gather, prioritize, expedite and follow up on franchise submissions of product innovation and/or issues that require support.
• Attracts, retains, and develops highly effective professionals and support staff.
• Drives the establishment of performance goals and provides on-going feedback, coaching, and development to enhance the team’s performance and capability, to facilitate open communication, and to encourage continuous performance improvement.
• Identifies individual and team skill gaps, developmental areas, and opportunities (e.g., training, special assignments, projects, etc.) to advance individual and team capability.
  
  

Education

• Bachelor's Degree from an accredited college/university in marketing or related field required
• Master's Degree (MBA) preferred
  
  

Work Experience

• 12-15 years of marketing work experience required
• Demonstrated success in restaurant/franchising industry
• 2-4 years experience in the international business community - preferably in the restaurant industry (QSR, casual dining, full service, and/or food and beverage) required
• Demonstrated success with managing multiple brands preferred
• Demonstrated ability to develop and align strategic brand plans that align with business objectives and drive market penetration and overall profitability
• 5+ years managerial experience required
  
  

Skills

• Expertise in international and local traditional and digital media planning and implementation.
• Ability to quickly identify and articulate a brand’s value.
• Communication skills that effectively communicate advanced concepts, insights and recommendations in a compelling manner to various audiences (written, verbal and presentations).
• Strategic and fast-paced thinker who quickly establishes and maintains credibility and trust.
• Negotiation skills with ability influence others to identify and create “win-win” partnerships.
• Strategic planning skills with strong business and financial acumen.
• Planning, organizing and follow up skills, with the ability to prioritize, delegate and manage multiple projects with sensitive deadlines and changing environment.
• Talent management and development skills that creates a highly effective and motivated team.
• Possesses a high degree of drive with a proven track record of achieving results.
• Knowledge of cultural and linguistic issues that must be addressed when working internationally.
• Proficiency in Microsoft Word, Excel, PowerPoint.
• Ability to travel ~20 of the time, including international travel.
  
  

CertificationsTravel Requirement

• May be required to travel up to 25% of the time