Manager, Field Marketing

4 weeks ago

Glendale, United States Dine Brands Global Full time

Based inPasadena, California,Dine Brands Global, Inc.(NYSE: DIN), through its subsidiaries, franchises restaurants under Applebee's Neighborhood Grill + Bar, IHOP and Fuzzy's Taco Shop brands. With over 3,500 restaurants combined in 18 countries and 354 franchisees as of December 31, 2023, Dine Brands is one of the largest full-service restaurant companies in the world. For more information on Dine Brands, visit the Company's website located atwww.dinebrands.com.

We are excited to bring together two of our most beloved restaurant brands under one roof, Applebee's and IHOP. The Manager, Field Marketing will develop data-driven marketing strategies and foster strong franchisee partnerships that drive profitable sales and traffic growth. They will serve as the brand champion in cascading information pertaining to national marketing strategic plans and is responsible for successfully garnering franchisee support for national initiatives. Additionally, this individual creates and implements DMA-level marketing and media plans designed to drive profitable traffic and sales in assigned markets, plus assists franchisees in the development of trade area marketing plans. The Field Marketing Manager works collaboratively as part of an integrated team that includes members from Operations, Marketing, and Training departments.

Responsibilities:

  • Provide marketing leadership and expertise to assigned franchisees in the development of multi-channel, DMA and trade area marketing strategies and tactics designed to drive profitable sales and traffic

  • Develop and presents data driven business cases to facilitate DMA-level investment spending as appropriate, and manages resulting co-op marketing budgets to ensure optimization of funds

  • Develop and maintain professional and functional working relationships with franchisees and understand key opportunities to further develop these relationships

  • Understand and provide insights on key traffic and sales drivers and performance tracking by region/market and recommend new opportunities to drive incremental growth locally

  • Work in partnership with national and local media agencies to develop local media plans that may consist of digital, print, radio, tv, outdoor and social media

  • Plan and lead co-op meetings to communicate brand and DMA-level strategies and secures support for upcoming marketing initiatives. Process includes a combination of in-person and virtual meetings

  • Regularly conducts market visits in assigned DMAs with the goal of capturing competitive, operational and trade area insights critical to developing comprehensive local marketing plans

  • Serves as communication liaison between the IHOP & Applebee's Brand Teams, franchisees and other key stakeholders, with the objective of cascading new information, capturing co-op votes and securing test partners

  • Oversees spending of the local restaurant marketing funds by qualified franchisees to ensure effective usage, compliance with requirements and budgeting reconciliation

  • Gain deep local knowledge of markets ahead of dual brand openings to create and execute a robust local marketing plan in conjunction with the franchisee and operations team. These plans should be hyper-tailored to the immediate trade area.

Skills & Requirements:

  • Bachelor's degree or equivalent professional experience

  • Minimum 5+ years' experience in field or corporate marketing within the restaurant industry (working directly with franchise groups is a plus)

  • Proven skills in developing strategic marketing plans that factor in the assessment of business analytics, consumer insights, operational performance and other relevant metrics

  • Ability to independently analyze Region, DMA and restaurant-level performance metrics in the development of strategic marketing plans for sell-in and implementation

  • Highly proficient in the presentation of complex information in small, medium and large group settings. Ability to lead franchisees and other stakeholders to desired outcome

  • Proven ability to lead and influence stakeholders at various levels within an organization

  • Excellent project management skills and the ability to work cross-functionally in the completion of assigned tasks, within established deadlines

  • Must be self-motivated, detail oriented, with the ability to work independently and manage time effectively. Must be able to see the big picture while executing at the lowest level of detail. Functional understanding of restaurant operations, and P&L management

  • Proficiency in Microsoft office applications, including MS Excel, Outlook, Word, and PowerPoint

  • Must be willing and able to travel up to 40% of time annually

  • Base Salary: $110,000 +

Equal Employment Opportunity Statement

Dine Brands Global strongly supports equal employment opportunity for all applicants regardless of race, color, religion, sex, gender identity, pregnancy, national origin, ancestry, citizenship, age, marital status, veteran status, physical disability, mental disability, medical condition, sexual orientation, genetic information, or any other status protected by federal, state, or local law. All employment is decided on the basis of qualifications, merit, and business need.

For information on how we collect and use your personal information, please visit our Applicant & Employee Privacy Notice.


Dine Brands Global strongly supports equal employment opportunity for all applicants regardless of race, color, religion, sex, gender identity, pregnancy, national origin, ancestry, citizenship, age, marital status, veteran status, physical disability, mental disability, medical condition, sexual orientation, genetic information, or any other characteristic protected by state or federal law.

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