Senior Digital Marketing Manager

3 weeks ago

Denver, United States Support Center Full time $100,000 - $125,000
Job DescriptionJob Description

Sr. Digital Marketing Manager

About Us

Founded in June 2007 and based in Denver, Colorado’s Cherry Creek neighborhood, the first Smashburger opened with one simple notion in mind: to serve a better burger and, in the process, helped create a new category. The brand smashed convention to deliver an all-in better burger experience focused on fresh, quality ingredients, a cool, hip environment, and exceptional service conducive to a busy modern lifestyle.

About JFC, our Parent Company

In October 2015, Smashburger Master LLC, agreed to sell a significant stake to Jollibee Foods Corp. (JFC). Jollibee is the largest restaurant company in the Philippines, operating more than 3,000 restaurants, including Burger King Philippines, Blue Ribbon, Chow King, Greenwich Pizza, and with 30% of its restaurants outside the Philippines.  Today, Jollibee is the 100% owner of Smashburger and seeks to solidify the brand in the U.S. before its next chapter of growth in the U.S. and abroad, which includes organic growth, unit expansion and new acquisitions.  In July 2019, Jollibee announced the acquisition of Coffee Bean and Tea Leaf moving further towards their vision of becoming one of the “Top Five” restaurant companies in the world.  Jollibee is characterized by a culture of trust, humility, collaboration, decisiveness and executional excellence. 

 

Job Summary:

The Digital Marketing Manager is responsible for connecting customers to Smashburger through out of store (OOS) advertising efforts. This role leverages paid media & digital channels to amplify our messages to persuade & inform existing and potential consumers.  Successful performance will be instrumental in driving both short term and long terms business outcomes; specifically, transaction growth, mobile app adoption, loyalty member growth and brand preference.  Candidate will rely on their expertise in advertising communication theory, media strategy, consumer media consumption, ad products, targeting methods and purchase models to lead, create and refine advertising campaigns in partnership with subject matter expert team members, agencies, vendors and cross functional stakeholders.

Responsibilities & Required Experiences:

Media Strategy and Communications Planning

  • Advanced knowledge of media theories (Ad decay, Stacking Effect, Reach/Frequency, Sequencing, Flighting, Thresholds), advertising approaches and principles, and application to real world via creations of campaigns.
  • Leads media plans supporting business communication priorities (generating awareness, consideration, product sales, customer engagement, customer acquisition, etc.). 
  • Consultant to internal stakeholders (creative, analytics and marketing) on translation of marketing goals to media opportunities and anticipated outcomes.
  • Works with marketing partners to translate positioning statements to communications channels to effectively break through with data-driven strategies.

Financial and Business Stewardship

  • Reviewer and Approver of billing in alignment with plan purchases.
  • Applies prior campaign learnings, professional expertise, and planning principles to plans to ensure delivery against objectives.
  • Critic of plan approaches and investment levels by partner to ensure plans are balanced across digital and traditional channels, as well as proven performers and innovation areas.
  • Deep partnership with analytics and technology teams to ensure measurement framework, required measurement tech deployment and reporting cadence to cross functional stakeholders.
  • Owner of campaign performance reporting, in campaign across all relevant media metrics (attitudinal, sales, engagement, etc.)
  • Leader of cross team analytics workflows and prioritizations as well as agency discussions for audience and data segmentation requirements

Advertising Industry Connectivity

  • Leverages prior experience to identify areas of opportunity (partner, ad product, etc.) for organization
  • Reviews agency work to drive for consumer centric innovation in purchase models, partner selection and content.
  • Champions test and learn mentality within media plans to continually improve outcomes and identify new avenues to connect with consumers.
  • Deeply connected to media marketplace and changes in consumer communication methods through trade engagement and industry forums.

Relationship and Project Management

  • Primary point of contact for agency briefings for specific media campaigns (response, conversion, branding, awareness, etc.).
  • Able to influence both horizontally and vertically while reinforcing a strong point of view as a subject matter expert.
  • Coordinates with internal clients (e.g., marketing managers, designers, social strategists, legal etc.)  to guide and inform the creative asset requirements for advertising campaigns.

 

Education and Experience:

  • Bachelors Degree in Marketing or related field, MBA or advanced degree a plus
  • Minimum of 5 years of digital marketing, including media strategy and execution
  • Position is based in Denver, CO and must have ability to work hybrid work schedule
  • Demonstrated/demonstrable experience leading and managing advertising campaigns, Search Engine Optimization (SEO)/Search Engine Marketing (SEM), marketing database, email, and social media.
  • Demonstrated/demonstrable experience in Ad tagging and instrumentation knowledge for tools allowing for investment optimization (mobile measurement partners – branch, Ad Serving, DCM, Innovid, Marin, etc.

Additional Information

All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or status as a protected veteran.

Smashburger is committed to providing qualified individuals with disabilities reasonable accommodations to perform the essential functions of their jobs.

Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities and activities may change at any time.

 


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