Brand Manager

Broomfield, CO
Jun 19, 2017
Jul 19, 2017
Business Type
Contract Type
Full Time

Job Summary

Drive restaurant sales and profitability by identifying, developing, and implementing branding, menu promotions, national and regional marketing programs and other marketing initiatives for brand

Essential Duties:

* Brand Strategy and Stewardship

o Develop a deep understanding of the brand and its challenges & opportunities.

o Use data, insight and intuition to develop strategic recommendations on brand definition and brand building strategies to senior leadership.

o Identify, build and execute brand building marketing initiatives.

o Set vision for the brand, along with Director of Marketing, and align key internal stakeholders

o Proactively drive sales and brand through marketing

o Define, promote and protect brand voice, target audience, brand positioning and visuals. Partner with Creative Services to ensure utilization and compliance in all printed & digital content.

* National Marketing

o Set the strategic direction for, develop and implement national marketing initiatives for assigned menu categories including promotional calendar windows, LTO initiatives and/or other promotional offers & initiatives resulting in the achievement of defined financial and brand metrics

o Direct all marketing aspects of national marketing initiatives (photo shoots, copywriting, merchandising, collateral, etc.).

o Develop and implement cross menu category consumer promotions

o Drive sales through loyalty program.

o Define and build strategies behind key consumer segments

o Write strategic and tactical briefs for initiatives – from culinary to graphic design

o Research & analyze in partnership with the Marketing Analyst current and past promotional initiative results to capture best practices and foster continuous improvement

o Keep on top of key industry trends and best practices to ensure promotional initiatives are best in class

* Menu and Beverage Strategy

o Define the core menu & LTO strategy for brand, hitting key financial & brand metrics set for the menu categories utilizing a strong understanding of the core / new guests and knowledge of key industry dynamics, trends and success factors.

* Marketing Calendar Development and Execution

o Lead the Innovation to Market Process through cross functional team, in partnership with Director of Project Management. Define objectives, strategy, rationale and KPIs for all promotions. Ensure on-time, on budget and seamless rollouts to restaurants

o Develop marketing communication strategy through all consumer touch points – within restaurants and outside via advertising, local marketing, digital, social and more

* Pricing Analytics and Execution

o Using data-driven techniques in partnership with our 3rd party consultant to ensure that prices are optimized for the assigned menu categories

* Competitive Analysis

o Keeps up with trends and exercises a working knowledge of competition

o Execute consumer research to capture customer profiles, trends, etc.

o Proactively plan marketing activities and campaigns well in advance

o Set objectives, KPIs and measure performance – provide learnings to leadership

o Ensure execution in field, partnering with training and operations for roll out

* Financial Management

o Management of all marketing costs related to brand

o Find efficiencies in cost and process

o Deliver positive ROI on marketing spend

* Other Duties as Assigned


* Bachelor's degree in marketing or a related field, MBA preferred.
* 5+ years' relevant experience in marketing required
* Experience in a multi-unit retail or restaurant environment strongly preferred.
* Self-starter, assertive, go-getter with high energy and desire to drive the business
* Strong sense of ownership and accountability
* Demonstrated ability to manage projects independently, handle multiple tasks and assignments simultaneously in a fast paced environment
* Strong analytical skills and business acumen
* Resourcefulness in solving problems
* Ability to build productive cross-functional relationships to support the strategic goals of the organization
* Strong written and verbal communication skills; must be able to lead and influence others. Strong public speaking skills
* Excellent people skills and an upbeat, enthusiastic attitude
* Strong organizational skills, keen attention to detail and follow through
* Proficient in Microsoft Word, Excel, PowerPoint

Working Conditions:

* Work is completed in a general office environment.