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VP Brand and Marketing-Maple Street Biscuit Company

3 months ago

Lebanon, United States Cracker Barrel Full time

Overview:
This position will be responsible for overall brand strategy, conducting market research, guiding social and digital media and advertising, and building brand continuity through growth. This position will also be responsible for the media plan development and buying of several marketing channels including paid search, social media, and pay-for-performance marketing. This person will lead the strategy, execution, optimization, and hindsight reporting with a focus on hitting business goals and driving the most out of communication plans and budgets.
Responsibility:
Create and define the brand identity for Maple Street now and into the future.
Partner with design teams and Cracker Barrel partners to create cohesive prototypes that are scalable for future growth.
Partner with culinary teams to support menu roll outs and marketing related to product.
Conduct research and analysis to identify guest preferences, market trends, and pricing strategies
Support cross-functional work such as, but not limited to Off-premise/catering initiatives, and other miscellaneous projects that support Brand strategy.
Responsible for using the Maple Street voice while managing paid search, social media and pay-for-performance marketing campaigns for all platforms and campaigns.
Effectively work all levels of leadership to understand goals and audience messaging to collaborate on strategies to achieve financial goals while leading with Maple Street's voice.
Develop keyword strategies that align to our Mission and Principals.
Set measurable goals that demonstrate expectations and ongoing improvement.
Plan and manage media budget and flowcharts based on quarterly priorities.
Conduct post-campaign analyses, create reports, and present to senior leadership on a regular basis.
Work with field leadership to identify, develop, and evaluate marketing strategies for Community Stores.
Works to help Mission Coach's' and Community Leaders strengthen community relations in markets where we compete. Establishes and evolves the systems, processes, and tools available to implement and manage programs at the Community level. Develop Community media support activities where appropriate.
Assesses the ROI for programs to ensure that marketing investment is optimized. Continuously reviews results of marketing plan to determine success and to make necessary modifications or enhancements.
New Store Marketing Support. Develops/supervises and tests traffic driving media vehicles to support new Community Stores and/or potential new markets, including digital marketing, direct mail, email marketing, promotional partnerships, and local marketing partnerships/activations.
Qualifications:
Experience and Education
Bachelor's Degree in Marketing, Business
8+ years previous marketing and leadership experience (does not need to be in a restaurant environment)
Prior experience for growing a business at scale a plus.
Fast casual experience preferred, but not required

Knowledge and Skills
Strong project management skills
Clear communicator with strong presentation skills
Strategic thinker
Strong analytical skills and knowledge of financial modeling and forecasting
Working knowledge and understanding of kitchen operations in a fast casual setting preferred
Self-motivated and self-managed
Ability to manage cost of goods
Experience building marketing campaigns for new unit is a bonus
Servant Leadership and Business Acumen
Budget planning and management
Strong decision-making skills
Strong time management and organization skills

Environment and Working Conditions
Office based environment with moderate travel