DIRECTOR, FIELD MARKETING

Director, Field MarketingThe Director, Field Marketing is responsible for developing and implementing local marketing plans and maximizing local media and PR efforts. This position will attain an understanding of the customer, the brand's target market and trends which may be done by means of research, analysis, project management, and strategy.The Director, Field Marketing will help ensure brand integrity is maintained across company initiatives and maximize the brand's long-term potential. This position will also work with franchisees in the development and execution of marketing plans. The role will drive Potbelly brand awareness and achieve aggressive but attainable sales growth goals to help establish Potbelly as the go-to neighborhood sandwich shop with crave-able, quality food.This position reports to the Chief Marketing Officer and works closely with the senior marketing team to define, manage and activate the brand strategy across franchise markets.Potbelly looks for creative, innovative and results oriented individuals who thrive in a fast-paced environment. Our marketing professionals need to demonstrate strong analytical skills and an ability to flex with changing needs. Our marketers are team players, comfortable with ambiguity and passionate about delivering results. Strong communication skills, both written and oral, are paramount for the position. The position will require cross-functional interaction and will give exposure to all aspects of a growing business.Develop and implement local field marketing strategies in line with the company's overall marketing goals.Provide clear communication of system-wide and local marketing initiatives to align franchisees/company operators to gain alignment on local and national marketing programs to ensure participation in the marketing initiatives at the shop level.Be the primary source of contact and subject matter expert for franchisees and company operators for all marketing calendar events, promotions and local programs.Build strong collaborative relationships with franchisees, company operators, Franchise Business Consultants, marketing team, and other cross functional teams.Conduct site level local trade area audits and regular field visits for new and existing shops, to identify and evaluate key location attributes such as traffic generators, target markets, competitive threats, local media opportunities, unique community characteristics, promotional tie ins and other new areas of business potential.Oversee the planning and execution of new shop marketing plans, including all kickoff calls, pre-opening, grand opening and post opening marketing for new openings.Manage and reconcile grand opening, media, creative, test and other local shop marketing expenditures to budget plan.Analyze local market information to identify and recommend new local shop marketing opportunities.Stay up-to-date with local market trends and competitive activity to continuously improve marketing efforts.Maintain knowledge and tracking of existing and emerging competitors in assigned markets to assess impact on franchisees.Work with the media agency partners to plan, manage, and oversee the tracking and performance of local digital and traditional (non-digital) media channels, including local outdoor and direct mail.Advise franchisees on local donation and community give-back requests.Provide input and contribute the field marketing and franchisee perspective to influence the strategies, tactics, products, and programs that the marketing team develops.Launch and manage the formation/regular quarterly cadence of DMA marketing co-ops, encompassing communications by-laws, contributions, voting process, meeting agenda, meeting content, budgets, minutes, plan execution and reporting.Bachelors Degree in Marketing or related.7+ years of progressive experience in marketing; QSR, FCR or Retail preferred.5+ years of people management experience with a proven track record of coaching and developing high performing teams.Proven experience in developing and executing successful field marketing strategies in the QSR industry.Strong communications skills; ability to effectively communicate information and contribute innovative ideas in written and verbal format.Demonstrated initiative, critical thinking, decision-making, and problem-solving skills, with the ability to thrive in a fast-paced, dynamic environment.Strong ability to build solid relationships with partners and franchisees.Ability to influence senior leaders in the organization and across different cross functional groups.Proficiency in MS Office (Outlook, Word, Excel, PowerPoint), and internet browser software is required; Adobe Professional experience preferred.Ability to handle confidential and sensitive information.Lead and behave according to the Potbelly Values and uphold the Potbelly Advantage.Must have the ability/stamina to work a minimum of 45 to 55 hours a week.Ability to stand/walk for 10+ hours per day during marketing events.Ability to travel as needed, multiple times throughout the year.Ability to finely manipulate and key in data.Must be able to work in both warm and cool environments, indoors and outdoors.Must be able to tolerate higher levels of noise from music, customer, and employee traffic.Must be able to tolerate potential allergens: peanut products, egg, dairy, gluten, soy, seafood, and shellfish.Must be able to engage in problem-solving skills to help identify and solve potential issues in the field.Must be able to communicate heavily through text, telephone, e-mail, instant messaging, video conferencing, and in-person communications.