Field Marketing Manager

7 days ago

Columbus, United States Torchy's Tacos Full time

What we need

The Field Marketing Manager will bring Torchy's marketing strategies to life at the local level, focusing on understanding the unique needs of assigned market areas and tailoring marketing efforts to fit those needs. This role will develop localized marketing plans, train restaurant operators to effectively execute these plans, and provide hands-on support in the field to ensure marketing initiatives are successful. The Field Marketing Manager will be a key player in enhancing our local presence, driving guest traffic, and ensuring brand consistency across all locations.

What you'll do

Market Area Analysis: You will assess the unique needs, challenges, and opportunities within your assigned market areas, using insights to shape local marketing strategies.
Local Marketing Plan Development: You will create targeted marketing plans that address the specific needs of your market, ensuring alignment with overall brand strategy and goals. These plans will include detailed action steps, visual elements, and clear objectives to be executed effectively.
Training and Support: You will train restaurant operators and teams on executing marketing plans, ensuring they have the tools, resources, and knowledge to deliver effective campaigns.
Event Coordination: You will manage and execute local events, festival participation, sponsorships, and promotions that help drive guest engagement and reinforce brand presence in the community. You will ensure these larger initiatives are effectively planned and executed, aligning with the needs of your assigned market.
Local Sponsorships: You will evaluate and execute local sponsorship opportunities, ensuring they align with the brand’s goals and drive community engagement.
Boots on the Ground Support: You will provide hands-on support in the field, assisting with the execution of marketing activities and stepping in as needed to ensure plans are implemented smoothly. You will be actively present during key events, weekends, and non-standard business hours to support local efforts.
Brand Consistency: You will ensure all marketing activities reflect Torchy's brand identity, maintaining consistency across all locations and campaigns.
Collaboration: You will work closely with the broader marketing team, HQ marketing for social initiatives, and other brand teams to align local efforts with national campaigns and share feedback from the field to inform overall strategy.
Performance Tracking: You will measure the success of local marketing initiatives, tracking activities, promotions, redemptions, and sales trends. You will maintain an organized calendar of events and promotions, providing monthly reports to leadership and participating in quarterly business reviews to ensure we are achieving desired results.
Relationship Building: You will build and maintain relationships with community partners, vendors, and local stakeholders to enhance Torchy's presence. You will also work on B2B initiatives, creating opportunities for collaboration that elevate the brand.
NSO (New Store Opening) Support: You will be responsible for developing and executing New Store Opening (NSO) plans for your respective markets, ensuring all marketing initiatives are successfully implemented during launches.
Additional Duties: You will perform other duties or special projects as assigned.

How you'll do it

Be Adaptable: You will adjust plans and tactics as market needs shift, ensuring your approach remains relevant and effective in different environments.
Communication and Influence: You will clearly articulate marketing plans, expectations, and feedback to stakeholders, including restaurant operators, community partners, and leadership. You will use your influence to gain buy-in, motivate teams, and ensure alignment on all initiatives.
Build Relationships: You will foster strong relationships with operators, community partners, and stakeholders to ensure effective collaboration and elevate Torchy's presence locally.
Be Proactive: You will take initiative to identify opportunities for local marketing and step in where needed, including hands-on support, to ensure successful execution of initiatives.
Organization: You will manage multiple campaigns, events, and initiatives while maintaining an organized calendar and ensuring all activities align with broader brand goals and deadlines.

What you need

Minimum Qualifications:
Must reside in the Columbus, OH or Cincinnati, OH market
5+ years of experience in marketing, with a focus on field or local marketing.
Proven experience developing and executing localized marketing plans.
Strong project management skills with the ability to juggle multiple initiatives simultaneously.
Excellent communication and interpersonal skills, with the ability to train and motivate teams.
Comfortable working in a fast-paced environment with the ability to travel as needed.
Ability and willingness to travel as needed. 


Preferred Qualifications:
Experience in the food & beverage or hospitality industry.
Familiarity with event planning and local sponsorships.

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